Deodorant Market in IndiaIndian Deodorant market is approx. 2550 crores industry as per 2016. Male have higher usage of deodorant which stands at 69% and female consumers are at 31%. Local sprays account for 2050 crores which include Axe, Engage, Fogg etc.; Category growth of top 12 brands in Indian market is at 6% in year.

1. Market Share Axe – 8.3% Engage - 6.0% Fogg – 14.8% Park Avenue - 7% Wild Stone – 6.3%

Top 7 players account for 47% of market share as per the year 2016.

2. Demographics –

Axe - HULSegment Single Segment Male (16-30)Target Group Male urban youth –mass urban youthPositioning They emphasis message that brand users are high on confidence

Engage – ITCSegment – (18-22 years) Target Group – Youth who seek attention and want to be trendy and noticed Positioning - Engage has focused on engagement and playful chemistry between two partners who are equals, thereby lending credence to its positioning as a deodorant for couples.

FoggSegment Outdoor-oriented, Fashion oriented, TrendyTarget Group Young urban upper middle classPositioning A body spray without gas which hence lasts longer

Park avenue - JK Helene Curtis (Raymond)Segment MenTarget Group Male Urban Youth Positioning AXE is a cool, iconic, youth brand available which is the largest selling Male Deodorant in the country

Wild Stone – MCNROE Segment – Age group of 23-28, 28+ (Male and Female)Target Group - To be loyal customer, Curious. Positioning – With the ad tag lines like It happens, Try Too hard. Their positioning is not so remarkable as they use the same women chasing men ads but here the change of getting in the Indian theme with Indian music.

3. Market PrioritizationFogg – Market leaderAxe – Market Challenger Park Avenue – Market challenger Wild Stone – Market Challenger Engage – Market Follower