Emami enters men's deo market with 'HE'

FMCG major Emami has entered the men's deodorant market with "HE' deodorant . The company has roped in Bollywood actor Hrithik Roshan as the brand ambassador.

The domestic deodorant market has been witnessing stiff competition among brands such as Fogg, Axe from HUL, CavinKare's Spinz, ITC's Engage, Zatak etc. Emami's entry into the space would mean more stiff competition among the brands.

On the occasion of this announcement, Harsha V. Agarwal, director, Emami Ltd said, "Deodorant, despite being cluttered Rs. 2000 crore category, is still the largest and fastest growing in the male grooming segment clocking double digit growths. The level of penetration being very low, the segment has dynamic prospects. Moreover, consumers have been shifting brand loyalty in this category with a multitude of me-too brands, all in the chic magnet space jostling for consumer attention."

The pan-India rollout of the product is currently under way. The product will be available across all markets focusing on 23 top cities including metros and mini metros, tier Iand tier II cities in the North , West and East markets of the country in the initial phase. The brand will be in troduced in Hyderabad and Bangalore markets in the 2nd phase.