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Deodorants are products of the fashion and grooming industry. In a nutshell, a deodorant is primarily a perfumed gas used to remove an unpleasant body odour. The product has now become a necessity for every other Indian since the fragrance enhances the atmosphere of any special meet-up or occasion. The industry has experienced a surge in recent times. This has resulted in an entirely new market being formed, with several big parent companies venturing into the sector. We present a guide discussing the top 7 selling deodorant brands and the current deodorant business in India.
The top 7 selling deodorant brands in India
Axe Total (Hindustan Lever)
With a surge in market valuation, giants from diverse sectors have got interested in entering this market. Hindustan Unilever was one of them. It entered the industry with Axe. Hindustan Unilever is a subsidiary of Unilever, a British-Dutch originated international global chain of personal and grooming care organisations. Moreover, Axe is available globally and is named ‘Lynx’ in some countries.
Fogg (Vini Cosmetics)
A brand that needs no introduction, Fogg is a major player in the deodorant market. Fogg is operated by Vini International or Vini Cosmetics, founded by the Ahmedabad-based maker Darshan Patel. The market capitalisation of the brand has burgeoned in the last few years. Currently, it has a 14.6% market share in the Indian deodorant market.
Nivea
Nivea is another leader who has been ruling the Indian personal care market for decades. Primarily, it is renowned for producing luxury and premium skincare products. However, the brand has now entered the Indian deodorant market, and the initial consumer response has been positive. In the last few years, the brand has grown at a rapid pace in all categories. As a result, it has successfully captured an 11.5% share of the deodorant market.
Engage (ITC)
With a market share of 9.7%, Engage is the third most prominent brand in the Indian deodorant market. It belongs to the leading Indian company ITC, and the parent company has played a pivotal role in taking Engage to new heights.
Denver
Denver is another deodorant and fragrance manufacturer in India. Denver deodorants have garnered increasing appeal in recent years, making them the top 10 best-selling deodorants. The parent company is Vanesa Care Pvt Ltd.
Wild Stone
Another Indian-origin brand, Wild Stone holds approximately 6.5% share in the Indian deodorant market. It was founded by the Indian perfumery genius Narendra Kumar Daga, and is the 6th largest brand in the Indian deodorant market. McNROE Consumer Products Pvt Ltd manufactures wild Stone.
Park Avenue
Park Avenue is the 3rd best-selling deodorant in India. It is owned by the Raymond group, which is already a renowned label in the Indian clothing and footwear market. Due to its prior existence in the fashion industry, the brand quickly made it to the top 7.
Deodorant business in India
The deodorant business is often confused with the perfume business. Although similar to some extent, they cannot be considered the same. The deodorant market crossed an overall valuation of Rs. 3000 crore in 2019. However, the COVID outbreak resulted in a marked decline in the next couple of years. As of 2021, the market valuation was calculated as Rs. 2200 crore.
Market leader in deodorants category in India
In India, a significant share in the deodorant market is acquired by Hindustan Unilever, and it holds a stake of approximately 30%. The company’s main product in the deodorant market is Axe, which is also available worldwide. In some other countries, the brand name of Axe is Lynx.
Conclusions
That’s a wrap! Deodorant is a type of skincare that keeps you smelling fresh. Unlike antiperspirants, deodorants target the bacteria on the epidermis to prevent the smell from reeking off your skin. The top 7 best-selling deodorant brands in India, as discussed above, are Fogg, Axe, Denver, Wild Stone, Park Avenue, Nivea, and Engage. Different parent companies manufacture all these best-sellers.
