Japan’s Takasago International smells growth in Indian air, personal fragrance

Sravanthi Challapalli Chennai | Updated on January 15, 2018

TTP Shaheel, MD, Takasago International India

Flavours and fragrances firm plans to venture into personal-wash category

Flavours and fragrances firm Takasago International India expects good growth from the air-care and personal-fragrance categories.

TTP Shaheel, Managing Director, says the deodorants category is growing at 27 per cent (the non-gas variants are growing at around 45 per cent). Air care, a more recent phenomenon in India, is growing at over 50 per cent.

The Japan-based firm, which committed a $10-million investment in India and has a 5-acre facility in Mahabalipuram, wants to venture into the personal-wash category as well.

The flavours and fragrances market in India is worth $600 million and is growing at 8 per cent. More penetrated categories such as personal wash (bathing soaps) and fabric care are growing at 3-6 per cent.

Classic scents

Speaking to BusinessLine, Shaheel said India is a market skewed to classic fragrances such as Chanel No 5, Drakkar Noir and Poison. Many deo manufacturers make their own versions of these classic fine fragrances. Sixty to 70 per cent of deodorant brands follow classic brands such as Davidoff’s Cool Water and Polo Blue.

However, Indian consumers are evolving and this is reflected in the rise of the masstige segment with gift deo packs, where the product contains more fragrance (about 6-10 per cent) than a standard deo (3-4 per cent) and is 3-5 times more expensive.

In India, men’s deos are used by women as well, but women’s fragrances such as jasmine and rose are evolving in other product categories such as shampoos and bathing bars, says Shaheel.

Of sugar and spice and everything nice

Fougere, a class of fragrances characterised by notes of lavender, moss and geranium, account for about 70 per cent of the composition of men’s fragrances in India.

These are followed by Oriental notes (balsamic, orris, vanilla). Another note gaining popularity is Woody (sandalwood, drier and sharper notes such as cedar and vetiver).

Women’s fragrances are primarily floral, but also combine with fruity and Oriental ones in various products, says Shaheel.

Feminine fragrance groups include Floral Floral/Floral Aldehydic blend to provide a feeling of freshness and cleanliness.

Floral Fruity notes are also prominent (apple, peach, melon)

Takasago has technologies such as MOC (malodour counteractant) fragrances to prevent and block bad odours. Some of them were developed through the study and research of traditional ways to counter or prevent the growth of bacteria/fungus.

For example, the use of cucumber peels to block ants, or vinegar to stop fungus and mould growth.

The company also has research-backed technologies to develop fragrances that can elevate or change moods, and smell-modulation technology that can infuse cooling and warming sensations.

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Published on April 11, 2017
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