Ccigmaa Lifestyle brings an 11-product range developed with AFA to India, with Amazon Specials as its exclusive ecommerce partner
Ccigmaa Lifestyle KT GOAT Edition has entered into an exclusive ecommerce partnership with Amazon Specials for India, making Amazon the sole online platform for the brand’s current portfolio of 11 athletic and personal-care products.
The range includes deodorants, body wash, hair-care products, de-tan scrub, sun protection, cooling gels, recovery-oriented products and thermo gel. The products are designed around personal-care requirements associated with exercise and outdoor activity, including sweat, odour, sun exposure and post-workout care.
KT GOAT Edition has been developed in partnership with the Argentina Football Association (AFA) and is associated with footballer Lionel Messi, along with Argentina players Julián Álvarez and Enzo Fernández. The company is positioning the range around what it describes as “Athletic Care”, rather than conventional grooming focused primarily on fragrance, appearance and cleansing.
The portfolio currently comprises Aura Max Deodorant, Body Wash for Athletic Body, SPF Hairspray for Frizzy Hair, Active De-tan Body Scrub, Instant Recovery Cryo Spray, Victory Cooling Gel, Body Lotion for Muscle Recovery, Active Defense Zincstick, Power Repair 2-in-1 Shampoo + Conditioner, Captain’s Flex Hair Hold Spray and Power Heat Thermo Gel.
“We are extremely excited to partner with Amazon Specials for KT GOAT Edition. We are not simply launching another grooming collection; our ambition is to build Athletic Care as a serious personal-care category in India. Fitness has become part of everyday life, but the products people use before, during and after physical activity have not evolved at the same pace,” Dhruv Sayani, Managing Director, Ccigmaa Lifestyle.
The company said the product range is intended to address different stages of an active routine, including preparation, activity and post-workout care. It plans to expand the portfolio into more specialised requirements, including products for swimming and exposure to chlorinated water, outdoor sports and other high-intensity activities.
“Amazon gives this vision tremendous scale. Its pan-India reach, consumer trust, discovery capabilities and increasingly faster delivery ecosystem can help us take Athletic Care from being a niche idea to an everyday routine. Our objective is very clear when an Indian consumer thinks fitness, sport and active personal care, we want KT GOAT Edition to become a natural part of that routine,” Sayani said.
The products will be available to consumers across India through Amazon, with Amazon’s faster-delivery services also providing access to the range in locations where the service is available. The company said the partnership will focus on product discovery, visibility and consumer education alongside distribution.
The association with AFA and Messi forms part of KT GOAT Edition’s positioning around sport and performance, while the product portfolio is aimed at extending personal care beyond conventional grooming into requirements arising from regular physical activity.
