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Brands push the pedal on deos

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The deodorant market in India is showing an upward trend, as major players tap this segment. The latest entrant in this category is and Lighting (), one of the top FMCG companies in India. has extended its Yardley range with deodorants that are available across 2,000 outlets in the country. Although the talcum powder market (Rs1,200 crore) is double as compared to the deodorant market (Rs600 crore) in India, still wants to focus on deos. The reason being that the young generation patronises this segment, which is growing at an annual rate of 30 percent with a penetration level of just two percent. “We want to position Yardley as classical and international. We felt we had not been talking enough to our consumers in India and are now putting a for the region, starting with to endorse Yardley products,” says Sriram K Iyer, Business Head, Wipro Yardley, .

Other recent entries in this segment include, ’s Pearl & Beauty range of deodorants for women and HUL’s ‘Sure’ range of antiperspirant roll-ons. , Marketing Director, India, says, “We have laid special emphasis on female deodorants because we noticed that a lot of Indian women are using male deodorants simply due to the lack of good choice.”

Poste on: 22-9-2010
Source: with inputs from www.thehindubusinessline.com
Other recent entries in this segment include, Nivea’s Pearl & Beauty range of deodorants for women and HUL’s ‘Sure’ range of antiperspirant roll-ons. Soma Ghosh, Marketing Director, Nivea India, says, “We have laid special emphasis on female deodorants because we noticed that a lot of Indian women are using male deodorants simply due to the lack of good choice.”

Poste on: 22-9-2010
Source: with inputs from www.thehindubusinessline.com