Fragrances in India

PROSPECTS

Marketing campaigns in support of mass fragrances boost consumer upgrades from deodorants to fragrances

Indian consumers over the past decade have adopted deodorants pretty well and the category saw double-digit value growth in 2018. There has been a strong increase in demand for them as they not only serve the functional aspects, but also are pocket friendly for price-sensitive Indian consumers.

Increasing disposable incomes and rising aspirations push demand for premium fragrances

Premium fragrances experienced the fastest value growth during 2018 in India. The demand for premium fragrances amongst both men and women continued rising backed by rising disposable incomes and aspirations.

CavinKare’s launch of sachet perfumes to create a new category

CavinKare has launched a new sachet format to sell fragrances under its Spinz brand. As fragrances have always been equated with a premium price band, this launch will boost affordability, thus pushing sales.

COMPETITIVE LANDSCAPE

Bulgari Parfums retains its leadership position in India

In 2018, Bulgari Parfums retained its leading position in fragrances. The company continues to make inroads in the Indian market backed by the success of its Bvlgari Aqva Pour Homme and Bvlgari Aqva fragrances.

New homegrown players aim to capitalise on the opportunity

Multinational players have dominated the competitive landscape for fragrances in India, mostly selling their products through Baccarose, the largest fragrances distributor in the country. However, in recent years, there has been a rise in local start-up companies looking to offer products in the category and benefit from the opportunity.

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