Fizikem Laboratories, a herbal and allopathic formulation products manufacturer, has entered into the men's deodorant market with three products.

The Vijayawada-based company has close to 200 herbal and allopathic products under its portfolio with a manufacturing facility at Himachal Pradesh.

Tollywood actor Sudheer Babu on Monday launched the Ozo deo range of products.

“The urban population with high disposable incomes is craving for grooming products. The company has decided to enter the deodorant market to cater to this demand,” C.V.C.K. Sudheer, Director, Fizikem, said.

Addressing a press conference, he said, “Initially we are launching three variants — Intense, Ignite and Instinct — in the Andhra Pradesh. They have licorice (an extract of a plant root) that gives ‘underarm whitening’ properties.

According to him, the men’s deodorant market in India, which was Rs 100 crore in 2001, has grown to a Rs 1,500-crore market in 2012. It is growing at over 20 per cent year-on-year.

The three-decade-old company has contract manufacturing arrangements with a Mumbai company.

Fizikem operates in the specialised pharmaceutical area with ayurvedic and generic allopathic medicines catering to a wide range of therapeutic segments. It also deals with herbal cosmetics.

rishikumar.vundi@thehindu.co.in

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