Fiama is a personal care brand from ITC, launched in 2007 with a vision to make everyday bathing a more enjoyable, refreshing, and indulgent experience. The brand focuses on combining cleansing with skin-conditioning care to help leave skin feeling soft, smooth, fresh, and happy.

Fiama offers a wide range of bathing and personal-care products, including gel bars, moisturizing bars, shower gels, hand washes, perfume mists, body scrubs, and bath essentials. Its products feature a variety of ingredients and fragrances inspired by nature and are designed for an uplifting bathing experience.