Mumbai, 10th September 2026: Ccigmaa Lifestyle Private Limited today announced an exclusive partnership between KT GOAT Edition and Amazon Specials, bringing KT’s new athletic and fitness care portfolio to consumers across India through Amazon.
KT GOAT Edition represents KT’s entry into what the company believes is one of the most underserved spaces within India’s personal-care industry: Athletic Care personal care designed around the routines of people who train, play sport, work out, swim and lead active lifestyles.
The collection has been developed by KT in partnership with the Argentina Football Association (AFA) and is associated with football icon Lionel Messi, alongside Argentina stars Julián Álvarez and Enzo Fernández.
The idea behind KT GOAT Edition goes beyond conventional men’s grooming. Instead of building another range around only fragrance, appearance or basic cleansing, KT is developing an ecosystem around the different stages of an active lifestyle before activity, during activity, after activity and everyday recovery and care.
The current GOAT Edition portfolio comprises 11 active-care products, including 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.
The larger vision is to continue expanding the category around the real requirements of active consumers from sweat, sun and odour management to skin, hair, cooling and post-workout care, as well as specialised routines around activities such as swimming and exposure to chlorinated water.
India’s fitness and sporting culture is rapidly moving beyond professional athletes. Running, gym training, football, cricket, swimming, cycling, racquet sports and outdoor fitness have become part of the everyday lifestyle of millions of consumers.
Yet personal care for this consumer has largely remained fragmented.
KT GOAT Edition aims to bridge this gap by treating the body as an essential part of an active lifestyle creating products that address the impact of sweat, heat, sun exposure, physical exertion, outdoor activity and recovery.
The partnership with Amazon Specials is intended to accelerate that category-building journey by combining KT’s product innovation and its association with AFA and Messi with Amazon’s ability to make products discoverable and accessible to consumers across India.
Through the exclusive association, the KT GOAT Edition collection will be available to consumers pan India on Amazon, enabling the brand to reach customers well beyond the major metros and build Athletic Care into an everyday personal-care category.
Amazon’s rapid-delivery proposition, including Amazon Now where available, is also expected to create opportunities for consumers to access active-care essentials closer to the moment of need whether before training, after a workout or as part of their everyday fitness routine.
Dhruv Sayani, Managing Director, Ccigmaa Lifestyle Private Limited, said, “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.”
“Lionel Messi represents discipline, consistency, fitness and performance at the highest level. Together with the Argentina Football Association, KT GOAT Edition is translating that mindset into an accessible everyday collection for Indian consumers. From deodorants and active body washes to cooling gels, recovery products, de-tan care, sun protection and specialised hair care, we want to build an entire ecosystem around the active body.”
“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.”
KT’s partnership with the Argentina Football Association was created around a broader philosophy: an active consumer’s personal-care requirements are fundamentally different from those of a sedentary lifestyle.
The KT GOAT Edition routine therefore spans protection, performance-led freshness, cleansing and post-activity care. Its portfolio addresses needs ranging from odour defence and sweat-heavy routines to sun exposure, de-tanning, hair protection, cooling and recovery-inspired body care.
The brand intends to expand this philosophy further into specialised active-care solutions, including products designed around swimming and chlorinated-water exposure, outdoor sports and other high-intensity fitness routines.
The GOAT Edition association brings together KT, the Argentina Football Association and Lionel Messi around a simple proposition: peak performance is not restricted to match day it is built through consistent everyday routines.
Under the partnership, Amazon Specials will serve as the exclusive e-commerce destination for the KT GOAT Edition collection in India, giving the range a national digital platform and supporting KT’s ambition of building Athletic Care at scale.
The collaboration will focus on product discovery, visibility, consumer education and accessibility, introducing Indian consumers not merely to individual products but to a new way of thinking about personal care around sport and fitness.
For KT, the partnership marks the next stage of its journey with AFA and Messi: moving from the launch of a product collection to the creation of a potentially significant new consumer category.
About KT GOAT Edition
KT GOAT Edition is the athletic and active-care portfolio from Ccigmaa Lifestyle Private Limited, developed in partnership with the Argentina Football Association. Fronted by Lionel Messi and associated with Argentina football stars, the range has been created around the personal-care requirements of active lifestyles, spanning protection, cleansing, freshness, cooling, recovery-inspired care, skin care and hair care.
