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In 2013, the?áIndian deodorant market witnessed a slowdown with brands struggling to gain market share. It wasaround this time that diversified conglomerate ITC Ltd launched deobrand Engage.

In May 2013, ITC?ÇÖs Personal Care Products Business expanded?áits product portfolio with the?álaunch of?á

?áEngage-oneof India's first range of 'couple deodorants'. Engage consists of a range of 16 deodorants -with 8 fragrances each forMen & Women.

Between July 2014 and July 2017, the?ámarket grew at a CAGR of 5.2 per?ácent. This was when ITC decided toexperiment with different unit sizes and variants of Engage. It?ábrought out Engage On, a pocket perfume pack at?60 that clicked. Engage is now growing two-to-three times the market. ITC hopes to?ámake it a?500-crore brand by FY20?Çöit would be the?ágroup?ÇÖs second personal care brand afterVivelto achieve this mark.

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