Savlon Double Strength soap, launched in select geographies recently, will slowly but steadily be extended across markets, say officials in the know. Additionally, ITC will use its cigarette distribution network to push both Savlon soap and antiseptic liquid into rural areas.

Trials for the model are already underway and it is expected to be rolled out by early next financial year.

At 11:30 am, the S&P BSE Sensex was down by 5 points at 25,488 and the Nifty50 gained 4 points at 7,754.

Global markets across the global witnessed negative activity after the much awaited European Central Bank (ECB) stimulus failed to meet the street expectations.

Further, the Nikkei/Markit Services Purchasing Managers' Index fell sharply to 50.1 in November from October's eight-month high of 53.2.

ITC announced B Sumant has been made the president of the fast moving consumer goods (FMCG) business, including its flagship cigarette business, with effect from April 1, 2016. The position is currently held by Sanjiv Puri, who is being seen as a possible successor to Y C Deveshwar, whose term as chairman ends in 2017.

At 12:25 pm, the Sensex is up 157 points at 25,999 and the Nifty has gained 46 points to trade at 7,889. Broader markets are trading in line with the benchmark indices- BSE Midcap and Smallcap indices are up almost 1%.

The Tata-controlled Indian Hotels Company, which has the century-old Taj brand, has been reeling from three consecutive years of losses. Increased room inventory by international chains, high debt and weak economic activity have taken a toll on the company.