Engage Perfumes
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| Product type | Fragrance |
|---|---|
| Owner | ITC Limited |
| Country | India |
| Introduced | 2013 |
| Markets | India |
| Website | https://www.engageshop.in/ |
Engage Perfumes (branded as Engage) is an Indian fragrance brand owned by ITC Limited. It was introduced in May 2013 with a range of deodorants for men and women and subsequently expanded into perfume sprays, pocket perfumes and eau de parfum products.[1][2]
History
[edit]Launch
[edit]ITC launched Engage in May 2013 through its Personal Care Products Business. The initial range consisted of three pairs of deodorants for men and women: Rush and Blush, Mate and Spell, and Urge and Tease.[3]
Contemporary coverage in The New Indian Express also reported the launch as ITC's entry into the deodorant segment through the Engage brand.[4]
Market position
[edit]In July 2014, The Economic Times reported that Engage had recorded an 8.1% volume share of India's urban deodorant market in May 2014, based on Nielsen India data. The report also gave Engage a 6.6% share by value and said the brand had the largest volume and value share in Kolkata, Kanpur and Kochi for that month.[5]
In February 2016, The Economic Times reported that ITC had entered the perfume-spray segment after establishing Engage in deodorants and cologne sprays. The report described the move as part of ITC's expansion in the fragrance market.[6]
Expansion into perfume sprays
[edit]ITC reported that the Engage portfolio was expanded in 2016 with the introduction of Engage Perfume Sprays in two variants each for men and women.[7]
In August 2017, Business Standard reported that Engage was a fragrance brand from ITC and that its perfume portfolio consisted of eight variants, four for women and four for men. The article also discussed the brand's first advertising campaign specifically for its perfume products.[8]
Pocket perfumes
[edit]In 2017, ITC introduced Engage ON pocket perfumes. The company's annual reporting said the range was launched in six variants.[9]
ETBrandEquity reported in April 2017 that Engage ON was introduced as a pocket-perfume range for men and women.[10]
Later in 2017, ITC's reporting stated that the Engage ON and Engage ON+ pocket-perfume ranges had been launched and that the Engage portfolio had also been expanded with premium perfumes in four variants: Yin, Yang, Femme and Homme.[11]
Eau de parfum
[edit]In 2018, Engage's fragrance portfolio included eau de parfum products. ITC's annual reporting described the roll-out of pocket perfumes, a Sport deodorant range and an Eau de Parfums range under the brand.[12]
ITC also reported the launch of Engage ON+ pocket perfume in a slider-flip pack during 2018.[13]
Market position in 2019
[edit]In March 2019, The Times of India reported that Engage was India's second-largest deodorant brand, citing Nielsen data that gave it nearly 11% of the national deodorant market. The report also stated that the brand had crossed ₹300 crore in sales.[14]
In April 2019, Financial Express reported that Engage's product portfolio included deodorants, perfume sprays, eau de parfum and pocket perfumes.[15]
In November 2019, Mint reported that ITC had appointed actors Kartik Aaryan and Tara Sutaria as Engage's first endorsers. The article described Engage as a fragrance brand and noted that its portfolio included deodorants, perfumes and pocket-sized fragrance products.[16]
Products
[edit]Engage's product portfolio has included deodorants, cologne sprays, perfume sprays, pocket perfumes and eau de parfum products.[17][18]
In 2023, ITC reported the launch of an additional eau de parfum range, including a gender-neutral fragrance called One Soul.[19]
In February 2023, Financial Express reported the launch of a new range of Engage eau de parfum products for men and women.[20]
ITC's 2025 report stated that Engage expanded its fragrance portfolio with the Spirit range of deodorants, additional L'amante variants and Vibes gift packs.[21]
The same year, ITC introduced an Engage eau de toilette range of four variants, according to a report on the company's quarterly performance.[22]
In 2026, ITC reported the launch of Engage Brazilian Maracuja eau de parfums and said the brand had entered the roll-on segment with antiperspirant products.[23]
Marketing
[edit]Engage's early advertising presented its products as paired fragrances for men and women. Business Standard reported in 2017 that its first perfume-specific campaign was titled "Where do you want to be kissed?".[24]
In December 2017, ETBrandEquity reported that Engage had partnered with author Durjoy Dutta for a digital campaign called Pocketful O' Stories, based on short user-submitted stories.[25]
The campaign received an award at the Abby Awards in 2017, according to ITC's annual reporting, and was later listed among the winners of the Content Marketing Awards South Asia.[26][27]
The Pocketful O' Stories campaign was also listed as a winner in the 2018 Kyoorius Creative Awards in the Social Engagement - User Generated Content category.[28]
Ownership
[edit]Engage is part of ITC Limited's Personal Care Products Business.[29]
The brand has been sold through retail and online channels in India.[30]
See also
[edit]References
[edit]- ↑ Mukherjee, Writankar (21 May 2013). "ITC expands portfolio with India's first couple deodorant Engage". The Economic Times. Retrieved 30 September 2026.
- ↑ "ITC announced the expansion of its product portfolio with the launch of Engage, one of India's first range of couple deodorants". The Times of India. 22 May 2013. Retrieved 30 September 2026.
- ↑ Mukherjee, Writankar (21 May 2013). "ITC expands portfolio with India's first couple deodorant Engage". The Economic Times. Retrieved 30 September 2026.
- ↑ "ITC looks to 'engage' customers". The New Indian Express. 23 May 2013. Retrieved 30 September 2026.
- ↑ "ITC's Engage range takes second spot in deo market by volume". The Economic Times. 14 July 2014. Retrieved 30 September 2026.
- ↑ Mukherjee, Writankar (15 February 2016). "Nose for margins! ITC steps up plans to dominate fragrance business". The Economic Times. Retrieved 30 September 2026.
- ↑ "Financial Results for the Quarter and Year ended 31st March, 2016". ITC Limited. 2016. Retrieved 30 September 2026.
- ↑ Sharma, Ritwik (31 August 2017). "ITC's Engage perfume TV commercial: A whiff of chemistry". Business Standard. Retrieved 30 September 2026.
- ↑ "Financial Results for the Quarter and Year ended 31st March, 2017". ITC Limited. 2017. Retrieved 30 September 2026.
- ↑ "ITC's Engage tries to fit into the pocket". ETBrandEquity. 18 April 2017. Retrieved 30 September 2026.
- ↑ "Financial Results for the Quarter ended 31st December, 2017". ITC Limited. 2017. Retrieved 30 September 2026.
- ↑ "Report of the Board of Directors" (PDF). ITC Limited. 2018. Retrieved 30 September 2026.
- ↑ "Financial Results for the Quarter ended 30th September, 2018". ITC Limited. 2018. Retrieved 30 September 2026.
- ↑ Mukherjee, Udit (29 March 2019). "ITC eyes top position in deo market". The Times of India. Retrieved 30 September 2026.
- ↑ "Engage deo eyes biggest share of the pie in Rs 3,000 crore market: ITC EXCLUSIVE". Financial Express. 11 April 2019. Retrieved 30 September 2026.
- ↑ Tewari, Saumya (15 November 2019). "ITC brings Kartik Aaryan and Tara Sutaria to endorse fragrance brand Engage". Mint. Retrieved 30 September 2026.
- ↑ Mukherjee, Writankar (15 February 2016). "Nose for margins! ITC steps up plans to dominate fragrance business". The Economic Times. Retrieved 30 September 2026.
- ↑ "Engage deo eyes biggest share of the pie in Rs 3,000 crore market: ITC EXCLUSIVE". Financial Express. 11 April 2019. Retrieved 30 September 2026.
- ↑ "ITC Report and Accounts 2023" (PDF). ITC Limited. 2023. Retrieved 30 September 2026.
- ↑ "Engage launches new range of Eau De Parfums for men and women". Financial Express. 3 February 2023. Retrieved 30 September 2026.
- ↑ "ITC Report and Accounts 2025" (PDF). ITC Limited. 2025. Retrieved 30 September 2026.
- ↑ "ITC Limited quarterly results, October 2025" (PDF). Business Standard. 30 October 2025. Retrieved 30 September 2026.
- ↑ "Media Statement - Financial Results for the Quarter and Year ended 31st March, 2026". ITC Limited. 2026. Retrieved 30 September 2026.
- ↑ Sharma, Ritwik (31 August 2017). "ITC's Engage perfume TV commercial: A whiff of chemistry". Business Standard. Retrieved 30 September 2026.
- ↑ "ITC's Engage teams up with romance author Durjoy Dutta for its new campaign". ETBrandEquity. 9 December 2017. Retrieved 30 September 2026.
- ↑ "Report of the Board of Directors" (PDF). ITC Limited. 2018. Retrieved 30 September 2026.
- ↑ "Content Marketing Awards South Asia winners". Content Marketing Summit Asia. Retrieved 30 September 2026.
- ↑ "Black Elephant, Blue Elephant & In-Book Winners 2018". Kyoorius. 2018. Retrieved 30 September 2026.
- ↑ "ITC Personal Care Products Business". ITC Limited. Retrieved 30 September 2026.
- ↑ Tewari, Saumya (15 November 2019). "ITC brings Kartik Aaryan and Tara Sutaria to endorse fragrance brand Engage". Mint. Retrieved 30 September 2026.