ITC Ltd.

ITC's personal care products division is aiming a foray into the domestic deodorant (deos) market with possible extension of Fiama Di Wills brand in the category. The deos market is valued at about Rs 900 crore and has more than 60 players. At present company has the Essenza range of fragrances in the premium category, but has no presence in the deo range priced between Rs 100 and Rs 150 that is a popular segment in the country.

Other players that have a significant presence in this segment are Wipro, HUL, CavinKare, VLCC, apart from sport brands such as Reebok and Nike and several private label brands of large retailers.

Recently the company has launched the Laboratoire Naturel in Bangalore, a centre for consumer and product interaction. In this 10,000 sq ft centre, ITC's 60 member R&D team will directly interact with consumers to co-create new products and improve the existing ones. The team of research scientists would work hair on hair and skin samples to create products.