In 2013, the Indian 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’s Personal Care Products Business expanded its product portfolio with the launch of 

 Engage-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 market grew at a CAGR of 5.2 per cent. This was when ITC decided toexperiment with different unit sizes and variants of Engage. It brought out Engage On, a pocket perfume pack at?60 that clicked. Engage is now growing two-to-three times the market. ITC hopes to make it a?500-crore brand by FY20—it would be the group’s second personal care brand afterVivelto achieve this mark.