The Hindu Business Line : Deodorant makers upbeat, brands set for big push

Chennai June 18 The deodorants category is poised for big growth. Market players that Business Line spoke to are upbeat and cite greater awareness, rising disposable incomes, growing young population, Western influences and modern retail as the causes for their optimism.

Though penetration is poor, the category is growing between 30 and 40 per cent. Market size is estimated at Rs 175-200 crore and this summer, as in earlier years, there have been many launches and heightened media activity.

Mr Amit Singh, Marketing Manager (Cosmetics & Toiletries), Henkel India, says the growth of the deodorant category is, in large part, due not so much to the impression people make on others as due to the fact that they don't want to face anything negative in themselves. He adds, "The market will soon move to higher-order benefits which will see manufacturers making deos for sensitive skin, with milder perfume and so on." Henkel's launches this summer are made up of relatively milder fragrances, and Nivea India's deos are preservative- and colourant-free.

Hindustan Unilever Ltd (HUL), which is the market leader with its Axe and Rexona variants, is trying to popularise the roll-on format. Unlike other countries, in India, the aerosol format is the most popular as contact applicators are seen as "sticky" and "personal" and therefore not conducive to sharing. "HUL plans to aggressively explode the market by recruiting and upgrading all relevant target groups — men, women, teens, high-and low-income groups" and by "contact applicator", says Mr Shubhranshu Singh, Marketing Manager (Deos), HUL. Last year, Rexona launched a 50 ml pack priced Rs 70 to this end.

Mr Ramesh Viswanathan, Vice-President (Marketing), CavinKare Pvt Ltd, says the deo category seems to be one of the star categories of personal care.

"Proliferation of brands is likely as it's an easy product to make. Advertising is likely to go up and already we're seeing deo-specific advertising from all the key players, unlike earlier, when deos were line extensions and piggybacked on the flagship product," he points out.

Market for talc

However, the Rs 600-crore market for talcum powder, for long the staple remedy to smell good, is in no danger of dying out — it's easy on the purse as well as a habit bred through generations, especially in South and West India, he adds.

"Talc is a family product used by everyone in the household but deos are user-specific and very adult," he says.

Earlier, deos were seen as cheaper forms of perfume. But that perception is being corrected, slowly.

"As people become more aware of the benefits of using a deodorant over conventional methods of combating body odour, the overall user base will increase," says Mr Sudarshan Singh, Brand Manager, Nivea India.

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