In a bid to garner higher share of the Rs 2,500-crore fairness market in India, Dabur India has launched a new skin fairness range on the bleach platform with no ammonia under the brand Fem Fairness Naturals.
In a statement, Sanjay Singal, Head of Marketing (Skin Care), Dabur India Ltd, said: “Fairness is the single biggest beauty need of the Indian women and our researches among consumers show that there is a big & disappointing gap between what consumers expect fairness products to deliver and their current delivery technology.”
He said that while the bleach market is growing fast, Fem as a brand has been growing at a rate two times that of the market as the frequency of uses has also gone up with consumers realising the efficacy.
The new Fem Fairness Naturals range has four bleach products priced in the range of Rs 25-34.
Industry estimates the skin care market at Rs 7,500 crore.