ITC’s fragrance brand Essenza Di Wills launches Mikkel Verde
today Feb 22, 2019
ITC’s premium fragrance brand Essenza Di Wills has launched its new range of evening fragrances for men, Mikkel Verde, in the Indian market.
Mikkel Verde has been priced at Rs 4,250 (approx $60) for 75ml and will be available at select Wills Lifestyle, Health & Glow Stores and e-commerce websites Amazon and Myntra.
After capturing a large market share in the Rs 3,000 crore Indian deodorants market with its brand Engage, ITC is looking to now tap the premium segment for growth with Essenza Di Wills.
ITC’s deodorant brand Engage is the second biggest brand with value market share at 10.5% and sales of Rs 298 crore, according to data from Nielsen.
Commenting on the launch, Sameer Satpathy, CEO of personal care division ITC Limited in a statement said, “Mikkel Verde embodies a fine balance between enigma and elegance. This newly launched fragrance is a unique addition to the repertoire of Essenza Di Wills portfolio of fragrances.”
Mikkel Verde has been designed and made in France. It is the seventh edition to the range of Essenza Di Wills fragrances. Essenza Di Wills brand was launched by ITC in mid-2005. It offers an exclusive range of fine fragrances and bath & body care products for women and men.