ITC launches soaps, shower gels

India's top cigarette maker, ITC Ltd, said on Monday it had launched soaps and shower gels to a growing portfolio of personal care goods that analysts say is aimed at taking on big consumer goods makers.

ITC, which is also extending its range of packaged foods, has launched Fiama Di Wills premium shower gels following the launch of shampoos, and the Superia range of natural soaps and shampoos.

Hindustan Unilever Ltd has a dominant share of the soaps and shampoo market, with brands including Lux and Sunsilk.

Procter & Gamble India, Godrej Consumer Products, Dabur India and some regional firms also compete in a market that is growing quickly on the back of rising incomes and the expansion of modern retail.

ITC, in which British American Tobacco Plc has 31.7 percent, also has interests in hotels, retail and information technology, and is expected to also launch home care products.