India's Fragrance Economy
Deodorants and Mass Perfumes
How deodorant brands grew fast in India with advertising to young men, the rise of affordable perfumes, and the premiumisation of fragrance.
Deodorants became a big consumer market.
Growth
Young urban and rural consumers adopted deodorants from the 2000s.
Brands
Axe, Fogg, Wild Stone and Park Avenue.
Fogg
Fogg (Vini Cosmetics) grew fast by promoting “no gas” sprays that last longer.
Advertising
Famous, sometimes controversial ads targeting young men.
Perfumes
Affordable perfumes and body mists are growing.
Premiumisation
Buyers upgrade to luxury fragrances; online brands sell niche perfumes.
The no-gas pitch
Fogg's ads claimed more sprays per can, winning buyers who wanted value.
Thinking deodorants are only urban
They spread to small towns.
Key takeaways
- Deodorants grew from the 2000s.
- Fogg grew with no-gas sprays.
- Ads targeted young men.
- Perfumes are premiumising.
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