Published
Sep 20, 2018
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ITC's Engage eyes Rs 500 crore revenue by 2020

Published
Sep 20, 2018

The Kolkata-based conglomerate ITC Ltd is banking on its deodorant brand Engage to drive growth and expects the brand to be rake in Rs 500 crore ($69.5 million) by end of the fiscal year 2020.
 

ITC brand Engage eyes Rs 500 crore revenue by 2020 - Engage - Facebook


ITC Ltd, which launched Engage in 2013, has managed to gain a large market share over the last five years with the brand witnessing double-digit growth.
 
“Engage has seen double-digit growth in categories such as deodorants and pocket perfumes. Engage will be a Rs 500-crore brand in terms of consumer spend by FY20. This is much ahead of the target that we had originally set for the brand,” Sameer Satpathy, Chief Executive of the Personal Care Products Business at ITC, told BusinessLine.

“Engage On came in at a time when growth was relatively slower. It helped us click with users and also create a new market. So our portfolio expansion will include innovative products being distinctly different from what is available in the market,” he added.
 
Vini Cosmetics Fogg brand leads the deodorant market in India with a 16 percent volume market share, followed by Mcnroe’s Wild Stone and Secret Temptation while ITC’s Engage has 9 percent share, according to a Nielsen report.
 
ITC is looking to further strengthen its market position in the personal care segment and expected to launch between 30 and 40 new products on a yearly basis to greatly expand the business.

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