MUMBAI: ITC, the multi-business conglomerate, has forayed into the fairness creams segment with Vivel Active Fair. With this launch, ITC expands its personal care products portfolio.
 
ITC Limited chief executive personal care products business Sandeep Kaul, "Skin cream is a rapidly growing product category in India. We at ITC have been involved with intensive R&D efforts over the last three years to create a unique value proposition and a superior fairness cream for the Indian consumers. Vivel Active Fair is a result of continuous engagement with consumers, understanding their needs and designing an offer and delivering benefits which truly make a difference."
 
Extensive insights gained by ITC through its numerous consumer engagements provided the platform for its R&D team to develop Vivel Active Fair that meets the consumer‘s stated and innate needs in the fairness creams segment. 
 
The cream is available in Kerala and will soon be extended to more markets. Consumers can purchase Vivel Active Fair in 50gram tubes for Rs 70, 25gram tubes for Rs 38 and 9 gram sachets at an introductory price of Rs 5.