Fiama

Fiama

Fiama

Fiama
Product typePersonal Care
OwnerITC Limited
CountryIndia
Introduced15 September 2007; 18 years ago (2007-09-15)
AmbassadorsDeepika Padukone
Sapna Bhavnani
Sara Ali Khan
TaglineBe Young[citation needed]

Fiama is an Indian personal care brand that offers shampoos, conditioner, bathing bars and shower gels.[1] It is owned by ITC Limited, an Indian conglomerate with a market capitalization of US$40 billion and a turnover of $8 billion.[2][3][4][5][6]

Launched on 15 September 2007, the brand was the second to roll out of ITC's personal care stable.[citation needed]

History

Fiama was introduced by ITC Limited as part of the company’s expansion into the personal care sector in the late 2000s. Following initial launches of shampoos and shower gels, the brand was extended to include bathing bars and other hair and body care products. In 2013, ITC expanded the brand’s products to include soaps under the Fiama name, marking the company’s entry into personal care categories.[7][8]

Men’s Grooming

In 2011, ITC Limited announced an extension of the Fiama portfolio into men’s grooming products, introducing shower gels and bathing care products intended for male consumers. The range was initially rolled out in select metropolitan markets.[9]

References

  1. ^ Dutt, Ishita Ayan (23 May 2011). "Segment and grow". Business Standard India. Retrieved 22 October 2022.
  2. ^ "ITC Limited - One of the World's Most Reputable Companies". www.itcportal.com. Retrieved 14 November 2015.
  3. ^ Faldu, Rajesh. "Measuring Brand Recall in Print Media Advertising: Study of Selected Brands in Personal Care Industry". Indian Journal of Marketing.
  4. ^ Fakih, Shuaib M.; Kher, Swatchhanda. "ITC: Mirror Mirror on the Wall..." {{cite journal}}: Cite journal requires |journal= (help)
  5. ^ Mohapatra, Sanjay (2012). Case Studies in Business Ethics and Corporate Governance. Pearson Education India. ISBN 978-93-325-7796-1.
  6. ^ Sagar, Mahim (2009). Brand Management. Ane Books India. ISBN 978-81-8052-283-3.
  7. ^ "ITC expands Fiama Di Wills brand to soaps". Business Standard. 19 January 2013.
  8. ^ Mishra, Digbijay (30 September 2013). "ITC looks away from fairness for men in personal wash". Business Standard.{{cite news}}: CS1 maint: url-status (link)
  9. ^ "ITC's Fiama Di Wills brand gets into men's grooming market". Moneycontrol. 22 June 2011.{{cite news}}: CS1 maint: url-status (link)


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