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KIT: The men's deodorant market in India

Strategic tools for the practising manager

Technopak Advisors  |  New Delhi 

The deodorant market in India is estimated at Rs 900 crore. Men’s deodorants dominate the category with a 70 per cent share estimated at Rs 650 crore. The segment is expected to grow 25 per cent annually to become three times its current size in the next five years.

The overall deodorant market has grown by about 40 per cent a year in the past five years driven by introduction of new brands and aggressive media promotions. The market will continue to grow at 20-25 per cent thanks to low penetration and availability at low price points.

Deodorant sales are seasonal — maximum sales happen in the summer months (April to September). About 90 per cent of the market is concentrated in the mass segment (with deodorants priced between Rs 125 and Rs 175 for a 150 ml pack).

With new players entering the category at popular price points, the mass segment, with brands like Axe, Set Wet and Zatak, will continue to grow faster and command higher share in the deodorant market. The size of the premium and above segments, which have brands like Burberry, The Body Shop, Kenzo and Ralph Lauren, will double by value in the next five years.

First Published: Mon, July 25 2011. 00:17 IST