ITC Ltd, on Friday, launched a range of personal care products for men and women under the brand Essenza de Willis.
Addressing a news conference here on business strategies and the new drivers of growth for ITC , Mr Y.C. Deveshwar, Chairman, said the fragrance products, arguably world-class in quality and aimed at the high-end of the market, will initially be available at Wills Lifestyle Stores in Delhi.Subsequently, these will be sold at other similar lifestyle retail outlets in the country.
He said the launch of the new products reflected ITC's philosophy of bringing to the Indian consumers world-class products that enrich the quality of life.
The Essenza De Willis range, according to Mr Deveshwar, has been manufactured in France under ITC's guidance to provide Indian consumers top-of-the-line perfumeries.
He said the line of products has been created by a dedicated team within ITC, working with Indian and international designers and business associates, over the past three years.
The first range under the brand comprises two sets of fragrance products — Inizio Femme (for women) and Inizio Homme (for men). The men's fragrance is based on "Oriental Woody Fruity" concept and the Women's parfum is based on "Floral Fruity Musky" concept.
All day fragrances, according to senior company officials, have been designed by two of the leading international fragrance houses in France.
Mr Deveshwar, however, did not spell out the kind of investments that have gone into the new lifestyle products. It is, however, known that ITC has planned a total investment of around Rs 14,000-Rs 15,000 crore in its various businesses, in addition to any new ones, in the next 5-10 years.
The fragrances range, he said, has undergone extensive product testing in India as well as in laboratories in Europe, to ensure that the Indian consumer has a memorable product experience.
According to Mr Sandeep Kaul, GM, New Business Development, said the packaging for the Inizio line has been designed by the renowned Hamburg-based European firm of Peter Schmidt Group around the unique identity of the brand (Wills), as epitomised by the use of rich sensuous colours maroon, gold, bronze and black.