The new shampoo brand will be a part of its two year old, super premium range of personal care products, Essenza di Wills. But unlike Essenza that was available at ITC hotels and Wills Lifestyle stores, Fiama di Wills shampoos will be stocked at retail stores across India. The product will be available at Rs 99 for a 200 mili litre (ml) bottle. The shampoo market is crowded with multiple players and variants. The competition is cut-throat, in this segment. Hindustan Unilever is the market leader and also has a dedicated Social networking site, SunsilkGangofGirls, which helps them develop new customer base and continuously improve on their product lines.
We have reliably learnt that Fiama di Wills, the company may also foray in soaps market.