The recent launch of 24 new deodorant brands in India is a clear growth indicator of the deodorant segment in India. The new additions have proven to be a major boon to the already existing 350 deo brands in the organized and unorganized markets. According to AC Nielsen, the organized deodorant category has been registering an annual growth rate of 41 percent with a revenue of Rs.619 crore.
Companies such as Reebok, L’Oreal, Playboy, KamaSutra, Wipro Consumer, Spencer’s, Zodhita Health Solutions, Future Group (through its private brands) and many more have forayed into the deodorant segment. Raymond’s J.K. Helene Curtis recently expanded its Park Avenue deodorant range with seven new variants; Hindustan Unilever Ltd (HUL) launched an anti-perspirant called Sure and CavinKare launched Hi 5 around IPL adding to its existing Spinz, Adidas and Jovan brands. Talking about the growth in the deo category, Devendra Chawla, Head — private brands, Future Group, was quoted as saying, “We are leveraging on the insight that consumers are going for office wear, evening wear and party wear. We used this occasion route to create different variants.”
Deo seems to be the buzzword in the market today. Anything with the deo tag sells, which is probably why the commodity market of late has seen the launch of many products with fragrance to get that extra mileage in sales.
The deodorant market in India is worth Rs 200 crore. On an average, deodorants sell at least 5 per cent more than talcum powders in supermarkets. The success of deodorants in the urban market has encouraged the leading players in the sector to launch more deo-related products.
The latest products include soaps with a long standing deo formula. Though the products are yet to grab a sizable market, the industry is poised for major growth by this summer, a market analyst said.
Godrej Consumer Products Limited (GCPL) launched Cinthol deo soap to tap into this segment