Diversified business firm ITC, which sells Fiama Di Wills brand of personal care products, today said it is expanding the brand to men's grooming products segment.

Announcing the move, ITC Personal Care Products Business Head (Marketing) Nilanjan Mukherjee said: "In an evolving trend in India, men are beginning to look at value propositions created specifically for them."

He said the company is launching "a unique bathing care range exclusively designed for men in India" under the Fiama Di Wills brand.

At present, under Fiama Di Wills brand, ITC sells personal care range, including soaps, bathing gel and shampoo. It has extended it further by launching Fiama Di Wills Aqua Pulse shower gel and bathing bar for men.

The firm has launched the new product range in select metros and will be extended to other cities in India.