Raymond looks at more extensions in male grooming

Looks to tap the increasing awareness of men towards personal grooming

J K Helene Curtis, one of the FMCG arms of textile major Raymond, which manufactures Park Avenue, the number two male deodorant in India after Hindustan Unilever's Axe, will look at further extensions as the market for male grooming expands.

Raymond already has bath soaps, shaving products and after-shave lotions among other products under Park Avenue, Anil Kulkarni, business director, J K Helene Curtis said.

The company, which once had a joint venture with the US-based Helene Curtis, whose stake has now been bought over, recently stepped into the shampoo segment with a beer shampoo targeted at men.

Kulkarni said that further extensions in haircare could not be ruled out given the potential of the market and the increasing awareness of men towards personal grooming.

Of the nearly Rs 300 crore total revenues of J K Helene Curtis, Park Avenue is the key contributor.

In a crowded men's grooming market, Park Avenue has built a decent portfolio, say analysts, riding on its success in deos, where it has a 7% share. Leader Axe has 13% share.

65-70% of the Rs 1,800-crore deodorant market is targeted at men, the balance at women. The men's end has exploded in the last few years with players big and small making a beeline for it.