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Deodorant Industry in India-by Falguni Singhhttp://www.business-standard.com/article/company/wild-stone-topples-hul-s-axe-in-deo-market-114072800004_1.html

http://www.mbaskool.com/business-articles/marketing/9902-smelling-good-battle-for-supremacy-in-deodorant-market.html

http://www.exchange4media.com/55848_from-sensational-to-functional-the-shift-in-the-deodorant-industry.html

http://articles.economictimes.indiatimes.com/2014-07-14/news/51485033_1_deodorant-market-deo-market-high-end-brands

http://www.afaqs.com/interviews/index.html?id=411_Seduction-is-not-the-only-motivation-of-a-man:-Raja-Chakraborty-Park-Avenue-Deodorant

http://marketingpractice.blogspot.in/2014/08/layerr-shot-deo-pure-fragrance-nothing.html ..................

1IntroductionConsider 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 overcrowdeddeo 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 Mens 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.2http://www.thehindubusinessline.com/companies/regional-deo-brands-gather-arms-topple-big-uns/article6086174.ece 2Latest trend/newsUrban 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 HULs 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, Foggwith 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.3http://www.business-standard.com/article/management/wild-stone-steps-into-fogg-s-domain-with-no-gas-variant-114082801198_1.html31. FoggVini cosmeticsFeaturesAnti-perspirant deo spray,Long lasting fragrance, Natural antibacterial properties, Prevents body odour.Price : Rs 180 for 120mlTagline: No gas, only deo

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Fogg Original6 variant for men6 variant for womenFogg Black Collection6 variant for men6 variant for womenFogg Bleu series6 variant for men-http://www.business-standard.com/article/management/fogg-disrupts-deodorants-114011501176_1.html42. Wild StoneMcnroe consumer products pvt. Ltd.Company caters into deodorant, talc, soap and shaving products category.FeaturesUnique and sophisticated fragrance, Irresistibly masculine fragrancePrice Rs 180 for 150mlTagline: It happens

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Wild Stone Original8 variants for menWild Stone Red1 for menWild Stone Grey6 variants for men53. AxeHindustan Unilever.Axe has a variety of male grooming products such as axe aftershave lotions, axe body sprays & axe body wash.FeaturesSeductive scents, Fragrances that help men smell and feel their best, Long-lasting fragrance (3x more perfume)*Price Rs180 for 150mlTagline Dont fade away*

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Axe Dark TemptationAxe MarineAxe DenimAxe MuskAxe InxtinctAxe ProvokeAxe Wild SpiceAxe ClickAxe GooglyAxe DimensionAxe Signature4. EngageITCOne of indias first range of couple deodorants.Features24 hour freshnessCaptivating, fresh & irresistible fragrances for men and womenPrice Rs 170 for 165mlTagline: Love has an all new language

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Engage Original7 variants for men7 variants for women5. Park AvenueJ.K. Helene Curtis limited (Raymond group).Park avenue range includes fragrance, body care solutions, shaving systems, and hair care solutions.FeaturesDefence against body odour, Essences from nature,Long hours of freshnessPrice: Rs 190 Rs 250 for 150mlTagline : Deep down were all a little alpha. *

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Park Avenue Classic range9 variants for menPark Avenue Signature range4 variants for men6. Layerr (new)Adjavis venture ltd (AVL)Current portfolio includes layer'r deodorants and perfumes, body splash, body spray and hair styling gels FeaturesPure fragrance,Fragrant body spray,Transparent packaging.Price range: Rs 200 for 135mlTagline : Pure fragrance , nothing else or Clear fragrance, aur kuch nahi

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Layerr Original range6 variants for men6 variants for womenhttp://www.layerr.com/shot.html 97. He (new)Emami limitedFeaturesAnti-bacterial property, Fragrances are subtle, Strong & long lasting effect.Price: Rs 180 Rs200 for 150mlTagline: Be interesting.

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He Original range6 variants for men8. Set WetMaricoProducts: Hair gel and deodorantsFeaturesNon-Aerosal offerings1000 sprays*Long lasting effectPrice range Rs 165 for 150 mlTagline very very sexy

11Set Wet Original range9 variants for menSet Wet Infinity 2 variants for men*

9. DoveHindustan UnileverProducts include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care, and facial care products.FeaturesAntiperspirant No marks on clothes No dark underarmsLight fresh fragrance and Moisturising cream.Price range Rs 180 Rs 250 for 169ml

12Dove OriginalDove Silk DryDove Go FreshDove Clear Touch

10. NiveaBeiersdorf (German company). Serves in following categories : Bath care, body care, Deodorants, Face care and Lip care. Features0% Alcohol(mild)Repairs your skinColorant free formulaPearl extracts/ Silver ions*Anti-bacterial effect*48hrs protection against sweat*Price Range: Rs 200 Rs 300 for 150ml & Rs 175 Rs 200 for 150ml (Men)

13Nivea Fresh Power Boost (Men)Nivea Whitening Sensitive (Women)Nivea Fresh Natural Mist (Women)Pearl & Beauty range1 for womenSilver protect range2 variants for men

11. SantoorWipro Consumer Care and LightingProducts involve Santoor soap, Santoor fragrance, Santoor handwash and Santoor skincare.FeaturesUnique formulation of triclosan controls body odourLong lasting fragranceAlluring petal design packComes in 150ml and 75mlPrice range: Rs 160 Rs 200 for 150ml

14Santoor6 variants for women

http://wcclg.com/santoor-soaps/ 1412. Yardley LondonWipro Consumer Care and LightingYardley has its presence in Fragrance, Skin care and Mens grooming sector.*FeaturesPerfumed deodorant body spraySignature English charmLong lasting fragranceFloral fragrancePrice Rs 150 Rs 200 for 150ml / Rs 300 Rs 400 for 150ml

15Yardley Original range6 variants for women6 variants for menYardley Lace body spray2 variants for women

http://wiproconsumercare.com/1513.SpinzCavinkareFeaturesA non-alcoholic perfumed deo body sprayFragrance sourced from the finest perfumery houses across the worldLong lasting fragrancePrice range Rs 150 Rs 250 for 150ml

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Spinz Original range8 variants for women14. SureHindustan UnileverProducts involve, Sure roll on and Sure deodorant.FeaturesProprietary body-responsive technology.24 hours and 48 hours protection against sweat even at 58CPrice range: Rs 150 for 150ml (Men and women)Tagline It wont let you down17Sure 2 variants for women3 variants for men

15. CintholGodrejProducts involve shower gels, talc, soaps and deodorants.FeaturesSkin safe deos (No alcohol)Long lasting Price: Rs 175 Rs 200 for 150 mlTagline Alive is awesome

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Cinthol Deo sprays5 variants for men16. AdidasProducts manufactured by the company are sportswear, sports equipments and toiletries. 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.FeaturesThey classify deodorants on the basis of formula (on three levels, top notes, heart notes and base notes) for women.24hrs fresh power for menExtra cooling sensation for menConvenient Cap Free Actuator (men)Price Rs. 200 Rs 250 for 150ml (men/ women)Tagline Impossible is nothing

19Adidas deo spray7 variants for women7 variants for men

http://www.int.fa.com/fa/en/en/home/deodorant.html

http://www.henkel-india.com/cps/rde/xchg/henkel_inh/hs.xsl/body-881.htm?countryCode=in&BU=cosmetics&parentredDotUID=000000QVS5&redDotUID=000000QVS5&brand=000000QWH5&param1=000000QWIB 1917. Old SpiceProcter & GambleTheir products include deodorant spray, after shave lotion, and shaving cream.Features24-HourOdour ProtectionOld Spice appeals to the man of today with a heart of yester years.Price range: Rs 180 Rs 200 for 150mlTagline Smell Mantastic

20Old spice deodorant 7 variants for men

Classification: Gender21Classification: Company22HUL (3)Dove, Axe & SureBeiersdirf (1)NiveaWipro (2)Santoor & Yardley LondonAdidas(1) AdidasCavinKare (1)SpinzJ.K.Helene Curtis (1)Park AvenueEmami (1)HeVini Cosmetics (1)FoggMarico (1)Set WetITC (1)EngageGodrej (1)CintholAdiavis (1)LayerrP&G (1)Old SpiceMcnroe (1)Wild StoneClassification: Feature24hrs odor protection48hrs odor protectionAnti-perspirantAnti-bacterial 0% AlcoholNo marks on clothesNumber of spraysNo dark underarmsEngage Nivea Fogg FoggSpinz DoveFoggDoveSure Sure Dove Nivea Nivea Nivea Set WetNivea Adidas HeCintholOld Spice 23Axe, Santoor, Yardley, Wild Stone, Layerr, Park AvenueReferenceChatterjee, 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 HULs 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 Foggs 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

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