ITC revolutionized the Indian retail industry with its retailing business division - Wills Lifestyle. Wills Lifestyle has various renowned brands like Wills Classic, Wills Sport, Wills Clublife, Essenza Di Wills, Fiama Di Wills, Wills Signature and John Players under its umbrella. Its fundamental aim is to provide an 'International Shopping Experience' through World class ambience, customer centric facilitation, and clearly differentiated product presentation.
Prominent designers of the industry like Manish Malhotra have been associated with the brand. Superbrands Council of India awarded the title of Superbrand 2006 to Wills Lifestyle.