ITC's SOAP

ITC gearing up for Rs 5,000-cr foray into toilet soap business

Pehle Aap is the tagline FMCG major ITC is working on finalising to mark its maiden foray into the Rs 5,000 crore toilet soaps business with ‘Superia’ brand of products.

The entry will, for the first time, put ITC in direct conflict with industry leader and sector veterans Hindustan Lever( 55.9 marketshare), Godrej Conusmer Products(9.4%), Wipro Consumer Care(6.6%) and Nirma.

ITC is also expected to launch two variants of Superia shampoos along with its toilet soaps.

The Superia brand campaign featuring Pehle Aap and the products will hit the market very soon.

Currently, the company is fine-tuning its integrated marketing plan prior to the formal launch of Superia and may decide to change it later. ITC has already kicked off its dealer education programme prior to the launch, sources said.