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Deodorants and Antiperspirants in India
PSi, Inc., March 2004
India’s deodorant and antiperspirant industry is part of the cosmetics and toiletries market, which was worth about Rs 140 billion in 2002. The market grew at almost 6% in current value terms over 2001. Sun care and deodorants posted the strongest growth during this period. Marketing and educational initiatives by leading players such as Henkel SPIC and Hindustan Lever assisted the growth in the deodorants market. Changes in consumer behavior also fueled the demand.
Consumers in the cosmetics and toiletries market are price-conscious. Hence, mass brands dominate. But premium brands are also making their presence felt in niche segments comprising the affluent and upwardly mobile sections of the population. Branding and marketing are crucial issues for the industry. Brand recall is stronger for international brands, which also command a much higher premium in price than local ones.
The Indian cosmetics and toiletries market is fragmented, with many manufacturers.
Top five cosmetics and toiletries companies in 2002 were:
- Hindustan Lever
- Colgate-Palmolive
- Nirma
- Godrej Consumer Products
- Dabur India.
The leader, Hindustan Lever, with its large portfolio of brands and products, accounted for approximately 41% of total value sales. Each of the other major players had about an 8.5% value share. Newer companies like Cavincare have also managed to garner a reasonable market share. Revlon, J L Morrison, L'Oreal are some of the major multinationals in the industry. The players with a significant presence in deodorant and antiperspirant brands are Hindustan Lever, L'Oreal, YSL, Procter & Gamble, JK Helene Curtis, Baccarose, and Menezes Cosmetics etc.
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