Air Freshner category

1. The air care market, a Rs 50-crore niche about a decade
ago, is now pegged at Rs 300 crore, and is growing at an
average of 20 per cent year on year, according to industry
analysts.
The journey began in 2008 when Reckitt Benckiser
launched the first “air freshener”, called Air Wick. Available
in cans, the products created a niche in FMCG.
However, since then, several international and domestic
brands have introduced different types of air fresheners in
India such as aerosols, electric air fresheners, gels and
candles, car fresheners, room and bathroom fresheners.
The flurry of activity that followed saw brands such as
Dabur’s Odonil, Sara Lee Corp’s (now P&G) AmbiPur, JK
Helene Curtis’ Premium, Henkel’s Renuzit and SC
Johnson’s Glade. In July this year Godrej re-entered the
segment with its Aer brand.
http://www.thehindubusinessline.com/features/article3741980.ece?ref=wl_companies

2. The air freshener market now offers a wide range of products
and a variety of solutions.