Henkel SPIC India Limited has tied up with Femina to promote the Miss India contest for the next three years from 2001 – 2003. The contest will now be known as the Fa-Femina Miss India contest. The winner and the two runners-up of the Miss India contest would exclusively endorse Fa for a year.
Henkel SPIC has been spending around Rs 10-12 cores on promoting the Fa range. Fa deodorant has already captured 7.4 per cent market share. In the premium segment, Fa soap had 1.4 per cent market share.