Deodorant Industry in India

-by Falguni Singh

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Introduction• Consider the numbers - a staggering 986 varieties of deodorants available in the market

offered by 500 brands, with as many as 103 recent launches.

• India's little penetrated but overcrowded deo market is growing at around 16 percent annually. Between 2009 and 2014, the market size of deodorants jumped from Rs 500 crore to Rs 2,300 crore.

• Experts have been bullish on this segment and have predicted the existing growth rate of a little over 20 per cent is likely to continue for at least three to four years

• Deodorant comes under personal care category, but unlike the norm in personal care which is generally dominated by women; deodorant market is dominated by Men.

• Around 69 percent of the market is controlled by Men’s deodorant products, and 31 percent of the market is accounted for by women's deodorants.

• Indian women have traditionally preferred perfumes and talcum powders to deodorants, but this is changing slowly.

• Women segment is still an untapped category with enormous growth potential.

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Latest trend/news• Urban consumers who are well-aware of the use of deodorants have started looking for

secondary benefits from their deodorants, such as anti-perspirant, underarm skin whitening and alcohol-free.

• New entrants like Fogg and Engage have hit the right chord with the consumers.

• Fogg, a relatively new brand in the deodorant space from the home grown Vini Cosmetics' stable has beaten HUL’s popular deodorant brand Axe, in the 2013.

• Fogg enjoys first place in this category with 12.1% of volume share, followed by Axe(HUL) at 7.2%, from January to march 2014. Both Park Avenue and Wild Stone are number three brands with volume share at 6.5%

• While Axe has been the market leader in this category for very long,  Fogg with a clear message of ‘800 sprays in one bottle’, grabbed the attention of the consumers,  who saw the functional benefit as a unique offering.

• Now, small town brands like LadyDiana, MenClub, Aira Sensual have also joined the race.

1. Fogg1. Vini cosmetics2. Features

– Anti-perspirant deo spray,– Long lasting fragrance, – Natural antibacterial properties, – Prevents body odour.

3. Price : Rs 180 for 120ml4. Tagline: “No gas, only deo”

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Fogg Original 6 variant for men

6 variant for women

Fogg Black Collection

6 variant for men

6 variant for women

Fogg Bleu series

6 variant for men

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2. Wild Stone1. Mcnroe consumer products pvt. Ltd.2. Company caters into deodorant, talc, soap and shaving products category.3. Features

– Unique and sophisticated fragrance,– Irresistibly masculine fragrance

4. Price Rs 180 for 150ml5. Tagline: “It happens”

Wild Stone Original 8 variants for men

Wild Stone Red 1 for men

Wild Stone Grey 6 variants for men

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3. Axe1. Hindustan Unilever.2. Axe has a variety of male grooming products such as axe aftershave lotions,

axe body sprays & axe body wash.3. Features

– Seductive scents, – Fragrances that help men smell and feel their best, – Long-lasting fragrance (3x more perfume)*

4. Price Rs180 for 150ml5. Tagline “Don’t fade away”*

Axe Dark Temptation Axe Marine

Axe Denim Axe Musk

Axe Inxtinct Axe Provoke

Axe Wild Spice Axe Click

Axe Googly Axe Dimension

Axe Signature

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4. Engage1. ITC2. One of india’s first range of ‘couple deodorants’.3. Features

– 24 hour freshness– Captivating, fresh & irresistible fragrances for men and women

4. Price Rs 170 for 165ml5. Tagline: “Love has an all new language”

Engage Original 7 variants for men

7 variants for women

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5. Park Avenue1. J.K. Helene Curtis limited (Raymond group).2. Park avenue range includes fragrance, body care solutions, shaving systems,

and hair care solutions.3. Features

– Defence against body odour, – Essences from nature,– Long hours of freshness

4. Price: Rs 190 – Rs 250 for 150ml5. Tagline : “Deep down we’re all a little alpha.” *

Park Avenue Classic range 9 variants for men

Park Avenue Signature range

4 variants for men

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6. Layer’r (new)1. Adjavis venture ltd (AVL)2.  Current portfolio includes layer'r deodorants and perfumes, body splash,

body spray and hair styling gels 3. Features

– Pure fragrance,– Fragrant body spray, – Transparent packaging.

4. Price range: Rs 200 for 135ml5. Tagline : “Pure fragrance , nothing else” or “Clear fragrance, aur kuch nahi”

Layer’r Original range 6 variants for men

6 variants for women

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7. He (new)1. Emami limited2. Features

– Anti-bacterial property, –  Fragrances are subtle, – Strong & long lasting effect.

3. Price: Rs 180 – Rs200 for 150ml4. Tagline: “Be interesting.”

He Original range 6 variants for men

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8. Set Wet1. Marico2. Products: Hair gel and deodorants3. Features

– Non-Aerosal offerings– 1000 sprays*– Long lasting effect

4. Price range Rs 165 for 150 ml5. Tagline “very very sexy”

Set Wet Original range 9 variants for men

Set Wet Infinity 2 variants for men*

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9. Dove1. Hindustan Unilever2. Products include: antiperspirants/deodorants, body washes, beauty bars,

lotions/moisturizers, hair care, and facial care products. 3. Features

– Antiperspirant – No marks on clothes – No dark underarms– Light fresh fragrance and– ¼ Moisturising cream.

4. Price range Rs 180 – Rs 250 for 169ml

Dove Original

Dove Silk Dry

Dove Go Fresh

Dove Clear Touch

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10. Nivea1. Beiersdorf (German company). 2. Serves in following categories : Bath care, body care, Deodorants, Face care

and Lip care. 3. Features

– 0% Alcohol(mild)– Repairs your skin– Colorant free formula– Pearl extracts/ Silver ions*– Anti-bacterial effect*– 48hrs protection against sweat*

4. Price Range: Rs 200 – Rs 300 for 150ml & Rs 175 – Rs 200 for 150ml (Men)

Nivea Fresh Power Boost (Men)

Nivea Whitening Sensitive (Women)

Nivea Fresh Natural Mist (Women)

Pearl & Beauty range 1 for women

Silver protect range 2 variants for men

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11. Santoor1. Wipro Consumer Care and Lighting2. Products involve Santoor soap, Santoor fragrance, Santoor handwash and

Santoor skincare.3. Features

– Unique formulation of triclosan controls body odour– Long lasting fragrance– Alluring petal design pack– Comes in 150ml and 75ml

4. Price range: Rs 160 – Rs 200 for 150ml

Santoor 6 variants for women

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12. Yardley London1. Wipro Consumer Care and Lighting2. Yardley has its presence in Fragrance, Skin care and Men’s grooming sector.*3. Features

– Perfumed deodorant body spray– Signature English charm– Long lasting fragrance– Floral fragrance

4. Price Rs 150 – Rs 200 for 150ml / Rs 300 – Rs 400 for 150ml

Yardley Original range 6 variants for women

6 variants for men

Yardley Lace body spray 2 variants for women

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13.Spinz1. Cavinkare2. Features

– A non-alcoholic perfumed deo body spray– Fragrance sourced from the finest perfumery houses across the world– Long lasting fragrance 

3. Price range Rs 150 – Rs 250 for 150ml

Spinz Original range 8 variants for women

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14. Sure1. Hindustan Unilever2. Products involve, Sure roll on and Sure deodorant.3. Features

– Proprietary body-responsive technology.– 24 hours and 48 hours protection against sweat even at 58°C

4. Price range: Rs 150 for 150ml (Men and women)5. Tagline “It won’t let you down”

Sure 2 variants for women

3 variants for men

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15. Cinthol1. Godrej2. Products involve shower gels, talc, soaps and deodorants.3. Features

– Skin safe deos (No alcohol)– Long lasting

4. Price: Rs 175 – Rs 200 for 150 ml5. Tagline “Alive is awesome”

Cinthol Deo sprays 5 variants for men

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16. Adidas1. Products manufactured by the company are sportswear, sports equipments

and toiletries. 2. Products involve after-shave, anti-perspirant, deodorants, Eau de toilette,

natural spray, shower gel for men. And Eau de toilette, shower gel and deodorant for women.

3. Features– They classify deodorants on the basis of “formula” (on three levels, top notes, heart

notes and base notes) for women.– 24hrs fresh power for men– Extra cooling sensation for men– Convenient Cap Free Actuator (men)

4. Price Rs. 200 – Rs 250 for 150ml (men/ women)5. Tagline “Impossible is nothing”

Adidas deo spray

7 variants for women

7 variants for men

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17. Old Spice1. Procter & Gamble2. Their products include deodorant spray, after shave lotion, and shaving

cream.3. Features

– 24-Hour Odour Protection– Old Spice appeals to the man of today with a heart of yester years.

4. Price range: Rs 180 – Rs 200 for 150ml5. Tagline “ Smell Mantastic”

Old spice deodorant 7 variants for men

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Classification: Gender

Deo for Women (Dove, Santoor, Spinz)18%

Deo for Men ( Axe, He, Set Wet, Cinthol, Old Spice, Wild Stone, Park Avenue)

41%

Deo for Men & Women (Fogg, Engage, Layer'r Nivea, Yardley,

Sure, Adidas)41%

Deo for Women (Dove, Santoor, Spinz)

Deo for Men ( Axe, He, Set Wet, Cinthol, Old Spice, Wild Stone, Park Avenue)

Deo for Men & Women (Fogg, Engage, Layer'r, Nivea, Yardley, Sure, Adidas)

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Classification: Company

HUL

Wipro

Consumer

Care &

Lighting

CavinKare

Emam

i Ltd

Marico

Godrej P&G

Mcnro

e consu

mer pro

ducts pvt.

Ltd.

J. K. H

elene C

urtis L

td.

Vini Cosm

etics ITC

Adiavis V

enture

Ltd

Beiersd

irf

Adidas

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1 1 1 1 1 1 1 1 1 1 1 1

Number of deodorants in market

HUL (3) Dove, Axe & Sure Beiersdirf (1) Nivea

Wipro (2) Santoor & Yardley London Adidas(1) Adidas

CavinKare (1) Spinz J.K.Helene Curtis (1) Park Avenue

Emami (1) He Vini Cosmetics (1) Fogg

Marico (1) Set Wet ITC (1) Engage

Godrej (1) Cinthol Adiavis (1) Layer’r

P&G (1) Old Spice Mcnroe (1) Wild Stone

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Classification: Feature24hrs odor protection

48hrs odor protection

Anti-perspirant

Anti-bacterial

0% Alcohol

No marks on clothes

Number of sprays

No dark underarms

Engage Nivea Fogg Fogg Spinz Dove Fogg Dove

Sure Sure Dove Nivea Nivea Nivea Set Wet Nivea

Adidas He Cinthol

Old Spice

Axe, Santoor, Yardley, Wild Stone, Layer’r, Park Avenue

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ReferenceChatterjee, P. (2014). Regional deo brands gather arm topple big ‘uns. Retrieved from

http://www.thehindubusinessline.com/companies/regional-deo-brands-gather-arms-topple-big-uns/article6086174.ece

Gangal,A.(2014). "Seduction is not the only motivation of a man": Raja Chakraborty, Park Avenue Deodorant. Retrieved from http://www.afaqs.com/interviews/index.html?id=411_Seduction-is-not-the-only-motivation-of-a-man:-Raja-Chakraborty-Park-Avenue-Deodorant

Mishra, D. (2014). Wild Stone topples HUL’s Axe in deo market. Retrieved from http://www.business-standard.com/article/company/wild-stone-topples-hul-s-axe-in-deo-market-114072800004_1.html

Mukherjee, W. (2014). New players in deodorant market like Aira Sensual, MenClub shake up FMCG segment. Retrieved from http://articles.economictimes.indiatimes.com/2014-07-14/news/51485033_1_deodorant-market-deo-market-high-end-brands

Nair, H.(2014). Layer'r Shot Deo : Pure Fragrance, Nothing Else. Retrieved from http://marketingpractice.blogspot.in/2014/08/layerr-shot-deo-pure-fragrance-nothing.html

Pinto, V. (2014). Wild Stone steps into Fogg’s domain with no-gas variant. Retrieved from http://www.business-standard.com/article/management/wild-stone-steps-into-fogg-s-domain-with-no-gas-variant-114082801198_1.html

Pinto, V. (2014). Fogg disrupts deodorants. Retrieved from http://www.business-standard.com/article/management/fogg-disrupts-deodorants-114011501176_1.html

 Verma, G. (2014). From sensational to functional – the shift in the deodorant industry. Retrieved from http://www.exchange4media.com/55848_from-sensational-to-functional-the-shift-in-the-deodorant-industry.html