FINAL REPORT PDF

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A PROJECT REPORT ON
“ UNDERSTANDING RETAIL LANDSCAPE OF DEODORANT IN INDIA
ON THE PERSPECTIVE OF WIPRO CONSUMER CARE “
AND
“ UNDERSTANDING NIELSEN STORE OBSERVATION ON THE
PERSPECTIVE OF USL+ DIAGEO "

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“ Understanding Retail Landscape of Deodorant Market in India on the
perspective of Wipro consumer care” & Nielsen Store Observation
A Project Report Submitted in partial fullfillment of the requirement for the award
Of
Post Graduate Diploma in Business Management
at
Bangalore, Karnataka
Submitted by :
Sushant Puri
Roll no : 163
PGDBM , Batch 21
Under the Guidance of
Mr. Yogesh Dwivedi
Senior Manager : RMS Client service,
Submitted on 21st
July 2016
Xavier Institue of Management & Enterpreneurship
Electronic City- Phase II , Bangalore – 560100

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Acknowledgement
I would like to thank our President , Prof. J. Philip for initiating the summer Internship Program in
XIME that gives the opportunity to work with reputed multinationals to get a new outlook into the
industry . I would also like to thank our Director & Prof . C.P .Ravindranathan for guiding us
throughout the Internship process on how to learn maximum in these 2 months.
I would then like to thank my mentor at Nielsen India Pvt Ltd , Bangalore Mr. yogesh Dwivedi, Senior
Manager client solutions & Sales Effectiveness at Nielsen India for showing me the path ahead at every
point of the project thereby making sure that at the end of the duration of the two months I have a proper
understanding of the work that I had been doing. The entire internship program was was designed in
such a way that we get a cross functional exposure along with specific domain knowledge.
This project would not have been possible without my faculty guide and mentor at XIME
Bangalore Dr . Meena .Rani , who made sure that this summer Internship project would be a complete
learning experience and gave her valuable insights and input during the course of project and report
preparation .
The entire team at Niesen , helped me to complete this Internship Program successfully.
The support , motivation, guidance and the freedom to express own viewpoint were the best part of
working at Nielsen India pvt ltd . I would specially acknowldege the contribution of Mr. Subhramayam
Associate Director Sales Effectiveness , Nielsen India ltd for helping with vital inputs and sharing their
knowledge with me in course of the two months with Nielsen India Pvt Ltd .

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Table of contents
Sr.no Description Page no
PART1
1. List of tables 5
2. Facts/ names of brands and manufactures used 6
3. Executive summary 7
4. Objective 10
5. Research methodology 10
6. Recommendations and conclusions 12
PART2
1. Introduction 14
2. History and Development of Deodoarants 15
3. Types of Deodoarants 15
4. Top 10 Brands Market share 2015 ALL INDIA (U+R) 16

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List of tables
1. All India (U+R) 2015 23
States Contribution from North zone
2015
2. All India (U+R) 2014 24
States Contribution from South zone
3 All India Urban 2015 25
States Contribution from East zone
4 All india Urban 2014 26
States Contribution from West zone
5 All india Rural 2015 27
Wipro consumer care All India (U+R)
2015
6 All india Rural 2014 28
Wipro consumer care All India (U+R)
2014
7 North zone Urban 2015 29
North zone urban 2015
(Wipro consumer care VS Competitors)
8 North zone Urban 2014 30
North zone Rural 2015
(Wipro consumer care VS Competitors)
9 North zone Rural 2015 31
South zone Urban , South zone Rural
2015
10 North zone Rural 2014 32
East zone Urban , East zone Rural
2015
11 South zone Urban 2015 33
West zone Urban , West Zone Rural
2015
12 South zone Urban 2014 34
Top brands in 150 ml category All India
(U+R) 2015
13 South zone Rural 2015 35
Basepack size performance All India
(U+R) 2015
14 South zone Rural 2014 36
Wipro Basepack size Performance All
India (U+R) 2015
15 East zone Urban 2015 37
Promotion performnace by top brands
Quarterly 2015
16 East zone Urban 2014
17 East zone Rural 2015
18 East zone Rural 2014
19
west zone Urban 2015
20
West zone Urban 2014
21
West zone Rural 2015
22
West zone Rural 2014

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Facts / Name of manufacturers and Brands used in the project
Val in crs Sales in terms of value
MS VAL % Market share in terms of value by percentage
% chg in VAL Represents growth in terms of value
Vol in tons It represents consumption or real sales in terms of sales volume
MS VOL It represents market share in terms of volume
% Chg in vol Represents growth in terms of volume
Dealers in 000‟s It represents the presence of a particular brand in dealers or store .
(U+R) It represents urban plus rural market combined together
s.no Manufacturers Brands
1 VINI COSMETICS PVT LTD FOGG
2
HINDUSTAN UNILEVER LIMITED AXE
3 I T C ENGAGE
4 J K HELENE CURTIS PARK AVENUE
5
MCNROE CONSUMER PRODUCTS P LTD WILDSTONE
6 WIPRO CONS PRODS YARDLEY,SANTOOR
7 NIVEA INDIA NIVEA
8 MARICO INDS SET WET
9 T T K HEALTH CARE EVA
10
ADJAVIS VENTURE LTD
LAYERS SHOT , LAYERS
WOTTAGIRL
11 VANESA CARE PVT LTD DENVER,ENVY
12 J K ANSELL KAMASUTRA
13 MANKIND ADDICTION,MANKIND
14 CAVINKARE JOVAN MUSK

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EXECUTIVE SUMMARY
INDUSTRY PROFILE
This report provides information about Indian fragrance industry divided into three segments
Deodorant, Perfume, Cologne and specifically to understand Deodorant market in India. India is
expected to be the growing market for deodorant category over 2014-2016 Fragrance industry's
rapid growth is attributed primarily to the advent of functional products with characteristics such
as perfumes and deodorants. India fragrance industry is valued at INR 2910.8 crores in India and
growing at 6.8%. While deodorant is valued at 2,246 crores in India and growing at 5.9 % and
cologne is valued at 7.7 crores and having a negative growth rate as compared to other two
segments. Out of total fragrance category no of users men are 56.7% and women are 20.4 % and
rest is unisexual. Due to rising personal care, brand awareness, increasing disposable income,
growing demand in middle class people and affordable price of fragrance in the form of mass
perfumes and deodorants. This category is going to grow further more in future.
Urban market is a major market for the fragrance category in 2015 All India urban market the
fragrance category is valued at 2,516.5 crores in India and growing at 6.6 % and deodorant is
valued at 1,999.9 and growing at 5.9 % cologne is valued at 7.7 crores and growing at negative
growth rate while perfume is adding 509.1 crores and growing at 9.3 %.
In all India rural market fragrance category is valued at 394.3 crores and growing at 8.2 % in
terms of value and deodorant is value at 246.5 crores growing at 5.9% while perfume is valued at
147.6 % and cologne is the least with 0.2 cores with a negative growth rate so it‟s clear that
major contribution is coming from urban market .
According to Nielsen, there are more than 500 deodorant brands in India trying to woo the
consumer. Deodorant is the largest category in the male grooming space. The number of sub-
brands and variants is 986 as of April 2014, with more than 100 new launches or re-launches
over the past year,

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Key Trends
 The urban youth is increasingly looking for grooming choices and deodorants are
becoming an integral lifestyle product.
 Currently, sales of larger-sized aerosol cans for deodorant sprays in India, such as 101-
300ml is in demand and is growing in current market.
 Evolving consumer preferences, lifestyle changes are some of the factors for pushing
manufacturers to come up with a new product and brand innovation like FOGG.
 Deodorant is mostly present in urban market but slowly its penetrating urban market in
India.
 As the category is driven by impulse buying behavior and has low brand
loyalty, manufacturers are launching variants based on fragrances to remain
strong.
Growth drivers
 Larger can size of aerosol say 100 -300 Ml are growing in India for the category of
deodorant.
 As the category is driven by impulse buying behavior and has low brand loyalty,
manufacturers are launching variants based on fragrances to remain strong.
 Users buying multiple brands or variants for different occasions also drove growth in this
category.
 Through offering lower price points, the use of smaller pack sizes can help increase the
sales.
 Introduction of new form like no gas only spray of Vini cosmetics is also driving
manufacturers to innovate on their products.

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Competitive landscape
Vini Cosmetics(FOGG) held a 18.8 % value share in deodorants and overtook Hindustan
Unilever ,AXE (9.25) to gain the leading positioning 2014-2015 as well .The Fogg deodorant
pump by Vini Cosmetics claims to deliver 800-1,000 sprays per can, along with long lasting
fragrance.
Market leader Vini Cosmetics' Fogg held 18.8 %, while Hindustan Unilever's Axe (9.2%) remain
in second position and ITC (Engage with 8.7%) remains at third while other manufacturers like
JK Helene & Curtis with its brand park avenue with a market share of 7.7 % is in fourth position
and little known McEnroe with its brand wild stone with a market share of 7.4 % and in the fifth
position. these are top 5 brands and manufacturer for the year 2015.
COMPETITORS PERFORMANCE TABLE ON DEODORANT SEGMENT
Volume in Tons MS Vol
Growth in %
vol
Dealers in
'000s
Avg Price /
Unit
FRAGRANCE - DEODORANT 17,586.1 88.0 -2.6 1,267.8 172.5
VINI COSMETICS PVT LTD 2,509.9 12.6 2.8 568.7 202.7
HINDUSTAN UNILEVER LIMITED 1,533.5 7.7 -16.8 462.8 173.9
I T C 1,786.2 8.9 16.4 286.0 184.0
J K HELENE CURTIS 1,303.1 6.5 1.0 339.1 173.5
MCNROE 1,280.7 6.4 -15.9 389.7 180.4
WIPRO CONSUMER PRODUCTS 689.0 3.4 -14.7 176.4 165.7

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Objectives
 The main objective for this study to understand the scope where Wipro can grow and
Invest so to increase his sales and compete in the market.
 What is the market size of Deodorants in India?
 Which deodorant formats are seeing most dynamic growth?
 What are the key trends in product development
 What is the market share, growth, sales and distribution of major players in the market?
 What is the scope of Wipro consumer product to increase sales?
Research Methodology
 Primary and Secondary data collection methods were used for the project. The details of s
of the companies were obtained through previous sales data and from primary data from
Nielsen. Since there was no other source of information for the company to estimate the
details mentioned in the objectives, a Primary method of survey is the only possible way.
Total fragrance category is further divided into three different segments i.e. Deodorant,
Perfume, Cologne and then specifically focusing on the deodorant market who are the top
manufacturers there market share their consumption and growth to better understand the
market and its characteristics. Then moving to a main client Wipro consumer care and
how they are currently performing in the market & their market share, growth against the
competitor‟s.
 By dividing the All India market to Urban and Rural market to get better idea how
category is performing in these two markets.

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 Then further dividing the market in zones so to get a better idea about in which zone
growth is more consumption is more.
 Then further drilling down the market to see from which zones which are the major states
or cities are contributing so to get where the scope of placing the product is.
 After getting the idea about how category is doing in the market. Then moving on to
Wipro consumer care and check what are the major competitors for Wipro and in which
market Wipro is doing well in which zone Wipro has more consumption and looking for
the scope so that Wipro can increase its sales and compete in the market .
 Further study leads to understand the facts like no of users and variants of brands and
availability of different sku and there growth different types of fragrance they provide.
 Understand the type of promotion top brands use to increase the sales and market share.
 Next part is to understand store observation how it can be useful for clients to increase
their market share , growth
 Understanding the different facts and parameter used for store observation going for the
field visit and having insights from in live store observation Using SODA software.
 Using those findings to generate reports for clients to give them idea about real time
performance of their product and brands.
RECOMMENDATIONS AND CONCLUSIONS
Results
 Because of the continuous negative growth in the year 2014 & 15 Wipro is pulling down
the deodorant segment.
 Wipro is present in only 150 ml segment which is having a negative growth rate in
2015& 2014 as well.
 They don‟t have any special promotion they are using regular promotion only.

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 Wipro major brands has only women segment both in Yardley and Santoor, they don‟t
have any other variant. Lavender, sandal, rose are main fragrance but again sku from this
fragrance are very less in terms of market share and value in crs.
 Major competitor for Wipro is TTK (EVA) having a low price and variety in brands for
women category.
 Wipro is doing well specially in south zone urban with his competitor so they should
focus more on other zones.
 Majorly because of ITC, VINI the category is growing they are pushing the segments of
(122,135,165ml) in both rural and urban.
 Major brands for 122 ml category is Hul (Axe), VINI (Fogg), ITC (Engage)
RECOMMENDATIONS
 What Wipro can do is to launch a new Product & sku in a category of 122,135,165 which
are having a higher growth rate.
 Apart from that they can launch different variants of fragrance for men and women
category with the base pack size of 122, 165 ml category.
 With the base pack size of these category they can focus on rural market also where there
competitors are doing well.
 They can focus and work on promotion type like value promotion to increase their sales.
Top brands like ITC, HUL are pushing value promotion to increase their sales.

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PART - II
MAIN REPORT
AND
DATA ANALYSIS

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Introduction of deodorant
A deodorant is an important personal product that guards against excessive sweating and odor.
Deodorants are a vital product during summer months. They come in different fragrances and forms. There are
expensive designer brands all the way through to relatively unknown „on sale‟ Deodorants; there are so many to
choosefromalldoingonethingforyou:preventingbodyodorandreducing excessive perspiration.
Mostdeodorantscomeinbasicformssuchassticks,roll-ons,andsprays.Itdependsonyouastowhichonewould
best suit you. Sticks are made of fats that are converted in to a block and placed directlyon the underarm. Roll-on
are liquid-type deodorants that are applied to the specific area with the use of a device called rolling applicator.
Sprays on the other hand, are vaporized deodorants in a pressurized container that are released with the use of an
accelerant. One should be aware that some deodorants, especially roll-ons, will stain clothes so allow a few
minutes for it to dry before wearing any clothing that will come into contact with the deodorant. Almost
all commercial deodorants in the market are alcohol-based.
The alcohol serves as an antibacterial agent to eliminate odor causing bacteria. Deodorants may contain
chemicals like triclosan to increase its antibacterial powers. Most men‟s deodorants also contain anti-per
spirantingredientslikealuminum.Thischemicalisresponsibleforreducingexcessiveperspirationbycloggingthe
pores of your skin. It might also contain fragrance oils to hide foul odor. A recent study indicated
that aluminum found in most deodorants can cause serious skin problems like dermatitis and trigger
skin allergies. There are some health groups that accused aluminum, a main ingredient in deodorants, as a
hazardous chemicalthat causes diseases likebreast cancer, renal dysfunction andAlzheimer‟s. Thesestudieshave
remainedinconclusiveandhealthauthorities continuetoallowthechemicaltobeusedindeodorants.Mostpeople
pick a deodorant based on their budget. It is recommended that you pick one that would work for you. Always
keep in mind that deodorant onlyhelps you stop body odor, good personal hygiene practices in keeping yourself
freshandcleanwillalsostopthebodyodor
Antiperspirants:
The antiperspirant/deodorant market has been a low-profile category, never generating the same
excitement in terms of product entries and market battles such as what shampoos have. However,
recently with the growing number male concerning about their grooming and how they look,
deodorant market has increase reasonably.

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Therearetwoprincipledeodorantproductswork:
Antiperspirant: reduce perspiration in a way to gecilkan pores of the skin. Materials commonly
used are Aluminum Chlorohydrate (ACH) on a roll on and Aluminum Zirconium
Tetrachlorohydrex Gly in powder stick.
Deodorant: reducing body odor by: Reducing the growth of bacteria that cause body odor. Anti-
bacterial formula which is very effective to reduce body odor is o-Cymen-5-OL and Triclosan
TYPESOFDEODORANT
DeodorantStick:
Deodorant sticks generally contain sodium stearate as a thickening / gelling agent. In addition it
contains an antimicrobial agent, humectant, and perfumes. Sometimes also added emollients to
provide a smooth taste and improve kelinciran. There are two category stick that stick -based
ethanol and propylene glycol based sticks. Stick-based ethanol used when manufacturers want
deodorant gives a cold sensation in the consumer. Deodorant transparent polyol obtained by the
addition of large quantities. Clarifying agent for deodorant sticks include PPG-14 butyl ether,
Cocamide DEA, lauramide DEA, and Steareth- 100.
DeodorantAerosol:
Deodorant aerosol spray products containing an antimicrobial solution in the carrier ethanol and
or propylene glycol with a special propellant for aerosol deodorant, deodorant spray provides dry
taste in the armpit as formulated anhydrous. The parameters that must be optimized in designing
products in order to obtain deodorant aerosol deodorant products are dried, among others:
 spray rate
 particle size
 pressure aerosol cans

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Top ten brands (Market share) 2015 (All INDIA U+R)
1. VINI COSMETICS PVT LTD (FOGG)
2. HINDUSTAN UNILEVER LIMITED(AXE)
3. I T C(ENGAGE)
4. J K HELENE CURTIS(PARK AVENUE)
5. MCNROE CONSUMER PRODUCTS P LTD(WILD STONE)
6. T T K HEALTH CARE(EVA)
7. NIVEA INDIA(NIVEA)
8. VANESA CARE PVT LTD(VANESSA)
9. ADJAVIS VENTURE LTD(LAYERS )
10. WIPRO CONS PRODS(SANTOOR , YARDLEY )
18.8
9.2
8.7
7.7
7.4
6.8
4.5
4.4
4.3
3.5 VINI COSMETICS PVT LTD
HINDUSTAN UNILEVER
LIMITED
I T C
J K HELENE CURTIS
MCNROE CONSUMER
PRODUCTS P LTD
T T K HEALTH CARE
NIVEA INDIA
VANESA CARE PVT LTD
ADJAVIS VENTURE LTD
WIPRO CONS PRODS

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ALL INDIA URBAN (2015)
 In all India urban market fragrance category is valued at 2,516.5 crores in India and
growing at 6.6% in terms of Val but declining in terms of growth in vol.
 Deodorant is adding 1,999.9 crores in this market and growing with a positive rate of
5.9%.
 Category is driven by perfume segment if you see the growth rate of perfume which is
more than that at which over all categories is growing.
 Deodorant category is driven by ITC having a positive growth rate of 29.3 % & 15.3 in
terms of Val and vol.
 Wipro is driving the category down with the negative growth rate in both val and vol
79.9 79.5
19.7 20.2
0.4 0.3
YEC14 YEC15
Market share value in terms of %
Cologne
Perfume
Deodorant
YEC15
Value in Rs.
Crs MS Val% % Chg. Val Vol in tons MS VOL % Chg. Vol
Dealers in
'000s
FRAGRANCE 2,516.5 100.0 6.6 17,570.8 100.0 -2.9 1,020.9
DEODORANT 1,999.9 79.5 5.9 15,712.5 89.4 -3.8 824.6
PERFUME 509.1 20.2 9.3 1,791.0 10.2 6.7 680.0
COLOGNE 7.6 0.3 -9.8 67.3 0.4 -18.9 42.7
TOP COMPANIES
VINI COSMETICS PVT LTD 353.4 14.0 8.3 2,085.9 11.9 3.0 390.4
HINDUSTAN UNILEVER LIMITED 186.0 7.4 0.4 1,381.4 7.9 -16.6 327.2
I T C 184.0 7.3 29.3 1,679.1 9.6 15.3 223.8
J K HELENE CURTIS 155.7 6.2 7.8 1,187.1 6.8 1.7 252.0
NIVEA INDIA 147.7 5.9 20.2 1,175.5 6.7 7.1 188.0
WIPRO CONS PRODS 72.2 2.9 -10.8 640.9 3.6 -14.4 138.6

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ALL INDIA URBAN (2014)
 In all India urban market 2014 the fragrance category is valued at 2.361.6 crores in India
and growing at 7.3 % in terms of Val and having a negative growth rate in terms of vol.
 Deodorant is contributing 1,887.6 crores and growing at 8.6 % in terms of Val and
negative growth rate of -0.9 in terms of vol and gaining the market share of 79.9 %.
 Growth rate in terms of Val of deodorant is higher than the fragrance category so it is
driven by deodorant segment with a growth rate of 8.6%
.
 Vini is market leader having a major market share and valued at 326.3 crores out of total
category having a growth rate of 13.8 % and 11.2 % both in terms of Val and vol and
hence driving the deodorant category .
 Wipro having a negative growth rate both in Val and vol driving the category down with
a market share of 3.4% and valued at 80.9 crores.
 Vini is present more as compared to other brands in dealers in thousands vini is 384.2 and
Wipro is very less as compared to Vini.
YEC14 Value in Rs. Crs MS Val% % Chg Val
Vol in
Tons MS Vol
% Chg.
Vol
Dealers
in '000s
FRAGRANCE 2,361.6 100.0 7.3 18,087.9 100.0 -1.0 1,021.4
DEODORANT 1,887.6 79.9 8.6 16,326.2 90.3 -0.9 849.2
PERFUME 465.6 19.7 2.4 1.678.7 9.3 -1.5 655.6
COLOGNE 8.4 0.4 -5.7 83.0 0.5 -12.4 41.9
TOP COMPANIES
VINI COSMETICS PVT LTD 326.3 13.8 51.5 2,024.7 11.2 38.1 384.2
HINDUSTAN UNILEVER
LIMITED 185.2 7.8 -20.1 1,656.9 9.2 -30.3 349.4
MCNROE CONSUMER
PRODUCTS P LTD 149.0 6.3 6.3 1,301.9 7.2 -0.3 298.5
J K HELENE CURTIS 144.5 6.1 5.8 1,167.5 6.5 2.0 246.0
I T C 142.3 6.0 235.5 1,456.8 8.1 225.4 213.3
WIPRO CONS PRODS 80.9 3.4 -9.9 749.0 4.1 -10.9 148.7

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ALL INDIA RURAL 2015
 From the above table you can get the idea how category and segments are performing in
rural markets as compared to urban market.
 As compared to urban market category is valued at 394.3 crores in India which is very
less as compared to urban market.
 The category is growing with 8.2% in terms of val and in vol it is growing with a
negative growth rate of -0.3%.
 Deodorant is valued at 246.5 having a market share of 62.5 and growing with 5.9 % in
terms of value while in terms of volume its declining with -3.0%.
 Perfume is valued at 147.6 having a market share of 37.4 with a growth rate of 12.3%
which is more than the growth rate of category so the perfume segment is driving the
fragrance category in this market .in terms of growth in vol perfume is growing with
positive growth rate of 10.5 %. Vini is again leading on rural market with a market share
of 17.6 and growth rate of 6.4 % & 1.8% in terms of both value and volume.
YEC15 Value in Rs. Crs MS Val%
% Chg.
Val Vol in Tons MS Vol
% Chg.
Vol
Dealers in
'000s
FRAGRANCE 394.3 100.0 8.2 2,415.1 100.0 -0.3 821.5
DEODORANT 246.5 62.5 5.9 1,873.7 77.6 -3.0 443.2
PERFUME 147.6 37.4 12.3 540.1 22.4 10.5 662.2
COLOGNE 0.2 0.0 4.1 1.3 0.1 -7.1 1.2
TOP COMPANIES
VINI COSMETICS PVT LTD 69.5 17.6 6.4 423.9 17.6 1.8 178.3
MCNROE CONSUMER PRODUCTS P
LTD 22.2 5.6 -13.4 171.2 7.1 -22.8 113.7
HINDUSTAN UNILEVER LIMITED 19.7 5.0 -2.6 152.2 6.3 -18.3 135.6
MARICO INDS 17.8 4.5 10.6 164.0 6.8 -3.6 113.2
J K HELENE CURTIS 16.2 4.1 3.9 115.9 4.8 -5.9 87.2
I T C 11.7 3.0 51.5 107.2 4.4 37.7 62.3
T T K HEALTH CARE 9.7 2.4 40.2 88.1 3.6 23.7 62.9
ADJAVIS VENTURE LTD 8.8 2.2 250.1 58.7 2.4 226.3 38.3
MANKIND 8.6 2.2 -5.4 66.3 2.7 -13.9 54.5
VANESA CARE PVT LTD 8.3 2.1 -15.3 64.3 2.7 -19.0 45.5

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ALL INDIA RURAL 2014
 From the above table we can get the idea of fragrance category and its segments for the
year 2014 rural market.
 Fragrance category is valued at 364.3 crores in India and growing with a 2.9% in terms of
Val and and -0.5% in terms of vol.
 Deodorant is valued at 232.7 crores in India and growing with a high positive rate of
16.8% & 4.6% in terms of both Val and vol.
 Perfume is valued at 131.5 crores with a market share of 36.1 and declining with a
negative growth rate of -15.0% & -16.5% both in value and volume.
 Cologne is the least valued at 0.2 crores and growing with a negative growth rate.
 Vini is a market leader with a market share of 17.9% and valued at 65.3 crores and
growing with a high positive growth rate of 17.9% & 61.3% in terms of value and
volume.it is also driving the category of deodorant.
 If you see HUL though having a good sales value in terms of crores but its pulling down
the category with a negative growth rate in value and volume as well.
 Wipro consumer care is present in the market and valued at 6.4 crores and having a
market share of 6.4 crores and growing with a positive growth rate of 1.8% & 6.3% in
terms of both value and volume.
YEC 14 Value in Rs. Crs MS Val%
% Chg.
Val vol in tons MS Vol
% Chg.
Vol
Dealers in
'000s
FRAGRANCE 364.3 100.0 2.9 2,421.5 100.0 -0.5 813.2
DEODORANT 232.7 63.9 16.8 1,191.3 79.8 4.6 429.3
PERFUME 131.5 36.1 -15.0 488.6 20.2 -16.5 654.3
COLOGNE 0.2 0.0 -17.6 1.4 0.1 -19.9 3.6
TOP COMPANIES
MCNROE CONSUMER PRODUCTS P
LTD 25.6 7.0 34.0 221.8 9.2 26.8 112.2
MARICO INDS 16.1 4.4 12.4 170.2 7.0 -4.4 113.0
J K HELENE CURTIS 15.6 4.3 21.7 123.2 5.1 15.6 81.0
WIPRO CONS PRODS 6.4 1.8 8.3 58.4 2.4 6.3 44.1

22 | P a g e
NORTH ZONE URBAN
% Chg.
Val
Vol in
towns MS Vol
% Chg.
Vol
Dealers in
'000s
FRAGRANCE 800.6 100.0 7.5 5,434.4 100.0 -1.9 315.5
DEODORANT 607.2 75.8 6.2 4,768.3 87.7 -3.1 246.4
PERFUME 192.6 24.1 11.7 660.5 12.2 8.7 240.1
COLOGNE 0.8 0.1 13.3 5.7 0.1 -33.7 4.5
TOP COMPANIES
I T C 52.6 6.6 41.2 480.3 8.8 27.2 66.7
VANESA CARE PVT LTD 49.9 6.2 10.8 398.2 7.3 5.8 75.3
HINDUSTAN UNILEVER LIMITED 45.4 5.7 0.2 331.6 6.1 -18.3 95.4
MCNROE CONSUMER PRODUCTS
P LTD 43.1 5.4 -8.9 327.3 6.0 -20.9 89.8
NIVEA INDIA 41.3 5.2 9.4 326.3 6.0 -2.5 67.6
J K HELENE CURTIS 35.2 4.4 9.2 261.1 4.8 2.2 69.4
T T K HEALTH CARE 30.0 3.7 29.0 263.4 4.8 13.1 65.1
J K ANSELL 29.9 3.7 8.2 237.2 4.4 1.6 69.5
 From the above figure you can get the idea how category and its segments are performing
in north zone.
 So the category is valued at 800.6 crores in India and growing in terms of value by 7.5%
but declining in terms of vol with a rate of -1.9%.
 Deodorant is valued at 607.2 crores in India having a market share of 75.8% and growing
in terms of value by 6.2% but declining with a negative rate of -3.1 in terms of vol
growth.
 Perfume is valued at 192.6 crores having a market share of 24.1 % and growing at 11.7%
& 8.7% in terms of value and volume.
 If you see category is driven by perfume as the growth rate of perfume segment is higher
than the overall category.
 Vini is a market leader with a market share of 12.7 % and valued at 101.5 crores in India
having a positive growth rate of 6.3% and 1.0% both in terms of value and volume.

23 | P a g e
NORTH ZONE URBAN
 In the year 2014 for the north zone market category is valued at 744.7 crores in India
And growing by 3.9% in terms of value but declining with a negative growth rate of -5.6.
 Deodorant is valued at 571.5 crores in India having a high positive growth rate of 76.7%
in terms of value but declining with a negative growth rate of -6.1% and having a market
share of 76.7 %.
 Perfume is valued at 172.4 crores India having a market share of 23.2% and growing by
1.2% in terms of value but declining in terms of volume with a rate of -1.5%.
 Cologne is the least valued at0.7 crores and growing with a negative growth rate of -4.2%
in terms of value but having a positive growth rate in terms of volume.
 In this market category is driven by deodorant with a positive growth rate more than the
category.
 Vini is a market leader with a market share of 12.8% and valued at 95.5 crores in India
having a positive growth rate of 12.8% & 19.0 %.Wipro is not present in this market
% Chg.
Val
Vol in
tons MS Vol
% Chg.
Vol
Dealers in
'000s
FRAGRANCE 744.7 100.0 3.9 5,537.2 100.0 -5.6 319.6
DEODORANT 571.5 76.7 4.7 4,290.9 88.9 -6.1 259.6
PERFUME 172.4 23.2 1.2 607.5 11.0 -1.5 235.8
COLOGNE 0.7 0.1 -4.2 8.5 0.2 1.1 4.9
TOP COMPANIES
MCNROE CONSUMER PRODUCTS
P LTD 47.3 6.4 3.7 414.0 7.5 -3.1 97.2
VANESA CARE PVT LTD 45.0 6.0 6.6 376.4 6.8 -2.7 68.0
NIVEA INDIA 37.7 5.1 17.7 334.7 6.0 15.4 55.1
I T C 37.3 5.0 208.1 377.6 6.8 196.6 60.2
J K HELENE CURTIS 32.3 4.3 3.7 255.6 4.6 -0.3 62.3
J K ANSELL 27.7 3.7 6.5 233.5 4.2 5.5 59.6
T T K HEALTH CARE 23.3 3.1 -9.9 232.9 4.2 -19.0 65.8
MANKIND 22.1 3.0 -29.2 186.6 3.4 -37.0 74.4

24 | P a g e
 From above table you will get information about the category and performance of its
segments in rural market for the year 2015.
 Category is valued at 112.9 crores in India and growing with a positive growth rate of
11.9% & 4.4% in terms of value and volume both.
 Perfume is valued at 56.7 crores in India having a market share of 50.2 % and growing at
positive growth rate of 11.4% & 8.0 % in terms of both value and volume.
 Deodorant is value at 56.2 crores in India having a market share of 49.8 and growing with
a positive growth rate of 12.4% & 3.1% both in terms of value and volume.
 Cologne is at least and declining with a very high negative growth rate.
 In this market category is driven by perfume in terms of growth in volume but if you see
in terms of value category is driven by deodorant having a growth more than the
category. Vini is market leader with a market share of 13.2% valued at 14.9 crores having
a positive growth rate of 9.4% & 4.5%.Wipro is not present in this market
NORTH ZONE RURAL
YEC 2015
Value in Rs.
Crs MS Val% % Chg. Val Vol in tons MS Vol % Chg. Vol
Dealers in
'000s
FRAGRANCE 112.9 100.0 11.9 606.2 100.0 4.4 239.0
PERFUME 56.7 50.2 11.4 169.3 27.9 8.0 208.5
DEODORANT 56.2 49.8 12.4 436.7 72.1 3.1 114.2
COLOGNE 0.0 0.0 -100.0 0.1 0.0 -100.0 0.1
TOP COMPANIES
MARICO INDS 5.2 4.6 26.5 48.0 7.9 12.1 32.9
MCNROE CONSUMER
PRODUCTS P LTD 5.0 4.4 -18.0 39.3 6.5 -27.5 28.7
MANKIND 3.7 3.2 23.3 28.4 4.7 11.8 23.1
HINDUSTAN UNILEVER
LIMITED 3.5 3.1 0.6 28.0 4.6 -15.2 31.3
T T K HEALTH CARE 2.1 1.9 72.7 19.3 3.2 47.2 15.4
I T C 1.7 1.5 -7.2 16.1 2.7 -12.9 9.9
J K ANSELL 1.5 1.3 40.6 12.1 2.0 35.6 10.1

25 | P a g e
 In this market for the year 2014 category is value at 110.9 crores and having a negative
growth rate.
 Deodorant is valued at 50.0 crores having a market share of 49.6 and growing in terms of
value but declining in terms of volume with a negative growth rate
 Perfume is valued at 50.9 having a market share of 50.4 % and having a negative growth
rate in terms of value but in terms of volume it‟s growing with a positive growth rate.
 Vini is a market leader valued at 13.6 crores and having a market share of 13.5% .
NORTH ZONE RURAL
YEC 2014
Val in crs MS Val% % Chg. Val Vol in tons MS Vol% Chg. Vol Dealers in '000s
FRAGRANCE 100.9 100.0 -2.3 580.5 100.0 -6.5 241.9
PERFUME 50.9 50.4 -12.5 156.7 27.0 -19.4 214.2
DEODORANT 50.0 49.6 10.8 423.8 73.0 -0.7 112.7
COLOGNE NA NA -100.0 NA NA -100.0 NA
TOP COMPANIES
MCNROE CONSUMER 6.1 6.1 48.6 54.3 9.3 41.4 29.2
MARICO INDS 4.1 4.1 33.1 42.8 7.4 11.9 36.0
HUL 3.5 3.5 -39.1 33.0 5.7 -47.1 29.1
MANKIND 3.0 2.9 -49.9 25.4 4.4 - 55.4 23.4
I T C 1.9 1.8 635.9 18.5 3.2 612.2 9.7
T T K HEALTH CARE 1.2 1.2 13.8 13.1 2.3 6.2 9.6
CAVINKARE 1.1 1.1 -37.6 9.8 1.7 - 39.8 8.2
J K ANSELL 1.1 1.1 -33.7 8.9 1.5 - 34.2 9.1

26 | P a g e
SOUTH ZONE URBAN
 In south zone market category is valued at 554.0 crores in India and growing at 3.2 % in
terms of value and declining in terms of volume with a negative growth rate of -5.5%.
 Deodorant is valued at 493.0 crores in India having a market share of 89.0 and growing
with a rate of 2.8% in terms of value and declining with a negative growth rate of -5.9%.
 Perfume is valued at 57.7 crores in India and having a market share of 10.4 % and
growing with a rate of 8.4% & 4.9 % in terms of both value and volume.
 Cologne is least with 3.3 crores in India and having a negative growth rate of -19.1 in
terms of volume.
 Category is driven by perfume in this market having a higher growth rate than the
category.
 Vini is a market leader valued at 93.6 crores having a market share of 16.9% and growing
at 20.0 % and 14.6 % both in terms of value and volume.
 Wipro consumer care is present in the market and valued at 28.3 crores having a market
share of 5.1% and declining with a negative growth rate of -9.9& -14.0.
 Wipro, cavinkare, wildstone, jk ansell are the manufacturers pushing the deodorant
segment down.
YEC 15 Val in Rs. CrsMS Val%% Chg. ValVol in TonsM MS Vol% Chg. VolDealers in '000s
FRAGRANCE 554.0 1 100.0 3.2 4,201.9 100.0 -5.5 182.2
DEODORANT 493.0 89.0 2.8 3,964.4 94.3 -5.9 161.5
PERFUME 57.7 10.4 8.4 210.0 5.0 4.9 83.4
COLOGNE 3.3 0.6 -14.2 27.4 0.7 -19.1 15.0
TOP COMPANIES
HINDUSTAN UNILEVER LIMITED61.3 11.1 -9.5 472.2 11.2 -21.7 68.9
J K HELENE CURTIS 43.7 7.9 8.2 352.3 8.4 5.3 48.6
I T C 41.9 7.6 23.3 398.6 9.5 11.3 37.6
NIVEA INDIA 39.1 7.1 18.3 315.2 7.5 8.8 25.2
T T K HEALTH CARE 32.7 5.9 2.6 296.4 7.1 -9.4 51.9
WIPRO CONS PRODS 28.3 5.1 -9.9 250.0 6.0 -14.0 34.9
CAVINKARE 20.2 3.6 -19.5 189.4 4.5 -18.8 28.1
MCNROE CONSUMER PRODUCTS P LTD18.9 3.4 -11.4 151.8 3.6 -21.8 30.7
J K ANSELL 15.2 2.8 -3.8 125.0 3.0 -9.2 31.2

27 | P a g e
SOUTH ZONE URBAN
 In south zone market 2014 category is valued at 536.5 crores in India and growing at In
 In south zone market 2014 category is valued at 536.5 crores in India and growing at
5.3% in terms of value and declining in terms of volume with a negative growth rate of -
1.3%
with a rate of 7.2% in terms of value and declining with a negative growth rate of -0.2%.
 Perfume is valued at 53.2 crores in India and having a market share of 9.9 % and growing
with a negative rate of- 7.3% &-14.9 % in terms of both value and volume.
terms of volume.
 Category is driven by deodorant in this market having a higher growth rate than the
category.
share of 5.8% and declining with a negative growth rate of -8.9& -9.3 %.
YEC 14 Value in Rs. Crs MS Val% % Chg. Val Vol in Tons MS Vol % Chg. VolDealers in '000s
FRAGRANCE- 536.5 100.0 5.3 4,445.2 100.0 -1.3 182.6
DEODORANT 479.5 89.4 7.2 4,211.1 94.7 -0.2 166.4
PERFUME 53.2 9.9 -7.3 200.2 4.5 -14.9 74.3
COLOGNE 3.8 0.7 -17.9 33.9 0.8 -31.5 15.9
TOP COMPANIES
HUL 67.7 12.6 -16.9 603.0 13.6 -27.3 80.3
J K HELENE CURTIS 40.4 7.5 -0.2 334.5 7.5 -3.2 53.0
I T C 34.0 6.3 284.8 358.1 8.1 280.1 34.7
NIVEA INDIA 33.0 6.2 3.3 289.8 6.5 3.2 28.0
T T K HEALTH CARE 31.9 5.9 0.8 327.0 7.4 -6.1 56.9
WIPRO CONS PRODS 31.4 5.8 -8.9 290.6 6.5 -9.3 42.3
CAVINKARE 25.1 4.7 -8.6 233.2 5.2 -11.1 35.8
MCNROE CONSUMER 21.4 4.0 7.0 194.1 4.4 3.0 38.5
MARICO 16.5 3.1 -2.0 171.2 3.9 -13.2 40.7

28 | P a g e
SOUTH ZONE RURAL
YEC 15 Value in Rs. CrsMS Val% % Chg. Val Vol in Tons MS Vol% Chg. VolDealers in '000s
FRAGRANCE 52.3 100.0 28.9 365.3 100.0 16.4 83.8
DEODORANT 43.0 82.2 23.5 327.4 89.6 12.6 61.7
PERFUME 9.2 17.6 63.3 37.4 10.2 67.8 43.7
COLOGNE 0.1 0.1 -22.3 0.5 0.1 -37.5 0.2
TOP COMPANIES
J K HELENE CURTIS 4.3 8.2 60.3 30.7 8.4 50.5 14.0
T T K HEALTH CARE 4.1 7.9 48.5 37.1 10.1 29.2 14.6
MARICO INDS 3.1 6.0 19.4 29.3 8.0 8.9 14.9
WIPRO CONS PRODS 1.7 3.3 -27.1 15.2 4.2 -29.4 10.0
 In south zone rural market for the year 2015 category is valued at 52.3 crores in India and
growing at 28.9 % in terms of value and in terms of volume growing with a rate of
16.4%
with a rate of 23.5% in terms of value and in terms of volume its growing by 12.6%
 Perfume is valued at 9.2 crores in India and having a market share of 17.6 % and growing
with a rate of 63.3% & 67.8 % in terms of both value and volume.
terms of volume.
category.
share of 3.3% and declining with a negative growth rate of -27.1.9& -29.4.
 Wipro, HUL are the manufacturers pushing the deodorant segment down.

29 | P a g e
SOUTH ZONE RURAL
 In this market for the year 2014 category is value at 40.9 crores and having a positive
growth rate of 13.9 & 7.1 in terms of both value and volume.
 Deodorant is valued at 34.8 crores having a market share of 85.9 and growing with a
positive growth rate of 23.9% & 11.7%.
 Perfume is valued at 5.6 having a market share of 13.9 % and having a negative growth
rate in terms of value and volume with a negative growth rate.
 Cologne is valued at 0.1 crores and declining with a negative growth rate.
 Vini is a market leader valued at 8.8 crores and having a market share of 21.7% growing
with a very high positive growth rate in both value and volume.
 Wipro is valued at 2.4 crores having a market share of 5.8% and growing with positive
rate of 13.4 & 12.0 %.
YEC 2014 Value in Rs. Crs MS Val%% Chg. ValVol in Tons MS Vol% Chg. VolDealers in '000s
FRAGRANCE 40.5 100.0 13.9 314.0 100.0 7.1 87.3
DEODORANT 34.8 85.9 23.9 290.8 92.6 11.7 68.8
PERFUME 5.6 13.9 -23.6 22.3 7.1 -30.0 44.6
COLOGNE 0.1 0.2 -11.6 0.9 0.3 -19.7 1.5
TOP COMPANIES
T T K HEALTH CARE 2.8 6.9 -24.5 28.7 9.1 -30.0 14.3
J K HELENE CURTIS 2.7 6.6 53.4 20.4 6.5 44.3 13.3
MARICO INDS 2.6 6.5 73.2 26.9 8.6 48.4 20.3
WIPRO CONS PRODS 2.4 5.8 13.4 21.5 6.8 12.0 16.3

30 | P a g e
EAST ZONE URBAN
 In East zone urban market for the year 2015 category is valued at 547.6 crores in India
and growing at 7.2 % in terms of value and declining with a negative growth rate of -
1.5%.
with a rate of 8.2% in terms of value and in terms of volume its declining by -1.9 %
 Cologne is least with1.3 crores in India and having a negative growth rate of -23.2 in
terms of volume.
category. In terms of value
 Vini is a market leader valued at 71.2 crores having a market share of 13.0% and
declining with a negative growth rate in both value and volume.
share of 2.9% and declining with a negative growth rate of -4.8.9& -7.8.
 Wipro, Vini, Mcnroe are the manufacturers pushing the deodorant segment down.
 ITC is driving the deodorant category with a rate higher than deodorant segment.
YEC 2015 Value in Rs. CrsMS Val% % Chg. Val Vol in Tons MS Vol% Chg. VolDealers in '000s
FRAGRANCE 547.6 100.0 7.2 3,743.8 100.0 -1.5 266.7
DEODORANT 429.7 78.5 8.2 3,299.2 88.3 -1.9 215.5
PERFUME 116.5 21.3 3.9 421.1 11.3 3.3 186.6
COLOGNE 1.3 0.2 -12.1 14.5 0.4 -23.2 7.6
TOP COMPANIES
VINI COSMETICS PVT LTD 71.2 13.0 -0.8 416.1 11.1 -6.2 99.9
I T C 47.9 8.7 18.8 421.8 11.3 5.0 66.5
MCNROE CONSUMER PRODUCTS P LTD 47.2 8.6 -3.8 360.3 9.6 -13.9 89.9
J K HELENE CURTIS 40.3 7.4 9.5 289.8 7.8 -1.5 72.8
HINDUSTAN UNILEVER LIMITED 37.4 6.8 10.4 266.4 7.1 -11.5 88.2
WIPRO CONS PRODS 15.7 2.9 -4.8 139.1 3.7 -7.8 30.8

31 | P a g e
EAST ZONE URBAN
 In East zone market 2014 category is valued at 510.7 crores in India and growing at 8.5%
in terms of value and in terms of volume it‟s growing with a rate of 2.7%.
with a rate of 13.4% in terms of value and in terms of volume it‟s growing with a rate of
4.0%.
growing with a negative rate of- 6.3% &-9.1 % in terms of both value and volume.
 Cologne is least with 1.5 crores in India and having a positive growth rate in terms of
value and volume both.
share of 3.2% and declining with a negative growth rate of -2.2& -3.5 %.
 ITC is driving the category with a very high growth rate.
YEC 2014 Value in Rs. CrsMS Val% % Chg. ValVol in TonsMS Vol% Chg. Vol Dealers in '000s
FRAGRANCE 510.7 100.0 8.5 3,790.7 100.0 2.7 264.7
DEODORANT 397.0 77.7 13.4 3,364.3 88.7 4.0 210.4
PERFUME 112.1 22.0 -6.3 407.6 10.8 -9.1 189.8
COLOGNE 1.5 0.3 107.6 18.9 0.5 118.8 6.7
TOP COMPANIES
MCNROE CONSUMER PRODUCTS P LTD49.1 9.6 9.5 418.4 11.0 1.6 89.7
I T C 40.3 7.9 248.4 401.9 10.6 234.4 68.3
J K HELENE CURTIS 36.8 7.2 14.0 294.1 7.8 9.5 71.8
WIPRO CONS PRODS 16.5 3.2 -2.2 150.9 4.0 -3.5 30.6

32 | P a g e
EAST ZONE RURAL
YEC 15
Value in
Rs. Crs MS Val%
% Chg.
Val Vol in tons MS Vol
% Chg.
Vol Dealers in '000s
FRAGRANCE 138.2 100.0 8.9 902.1 100.0 1.2 323.5
DEODORANT 96.2 69.6 11.5 726.9 80.6 1.2 167.5
PERFUME 41.9 30.3 3.2 174.7 19.4 0.8 273.4
COLOGNE 0.0 0.0 30.2 0.6 0.1 0.5 0.8
TOP COMPANIES
MCNROE CONSUMER
PRODUCTS P LTD 11.9 8.6 -0.4 91.7 10.2 -10.2 54.0
HINDUSTAN UNILEVER
LIMITED 9.6 6.9 6.4 73.2 8.1 -12.2 55.8
J K HELENE CURTIS 7.5 5.4 -9.8 52.9 5.9 -19.4 41.9
I T C 6.1 4.4 74.6 55.3 6.1 58.1 30.7
WIPRO CONS PRODS 2.7 1.9 8.2 23.0 2.5 2.0 13.6
 In East zone rural market for the year 2015 category is valued at 138.2 crores in India and
growing at 8.9 % in terms of value and in terms of vol growing with a rate of 1.2%.
with a rate of 11.5% in terms of value and in terms of volume it‟s growing by 1.2%.
 Cologne is least with crores
with the rate of 13.0 & 8.9%.
share of 1.9% and growing with a rate of 8.2 & 2.0 in terms of both value and volume
 Mcnroe, JK Helene Curtis are the manufacturers pushing the deodorant segment down.

33 | P a g e
EAST ZONE RURAL
YEC14
Value in Rs.
Crs MS Val%
% Chg
Val
Vol in
Tons MS Vol
% Chg.
Vol Dealers in '000s
FRAGRANCE 126.9 100.0 -10.5 891.7 100.0 -11.6 310.0
DEODORANT 86.3 68.0 4.6 718.1 80.5 -6.3 153.3
PERFUME 40.6 32.0 -31.4 173.3 19.4 -28.5 262.5
COLOGNE 0.0 0.0 -53.6 0.4 0.0 -42.9 0.9
TOP COMPANIES
VINI COSMETICS PVT
LTD 22.9 18.0 44.0 144.2 16.2 35.4 57.5
MCNROE CONSUMER
PRODUCTS P LTD 11.9 9.4 33.8 102.1 11.4 24.9 51.5
HINDUSTAN UNILEVER
LIMITED 9.0 7.1 -41.1 83.4 9.3 -47.0 58.2
J K HELENE CURTIS 8.3 6.5 14.3 65.7 7.4 8.7 38.4
MARICO INDS 5.1 4.0 -19.3 55.7 6.2 -30.6 34.6
WIPRO CONS PRODS 2.5 2.0 38.8 22.5 2.5 35.8 11.1
 In East zone rural market for the year 2014 category is valued at 126.9 crores in India and
declining with a negative growth rate of -10.5& -11.6%.
with a rate of 4.6% in terms of value and in terms of volume its declining by -6.3%
growing with a negative rate of -31.4% & -28.5 % in terms of both value and volume.
 Cologne is least and declining with a negative growth rate.
category.
share of 2.0% and growing with a rate of 22.5 & 35.8 %.
 HUL, Marico are the manufacturers pushing the deodorant segment down.
 Wipro is pushing the deodorant segment with a higher growth rate than the category.

34 | P a g e
WEST ZONE URBAN
 In West zone urban market for the year 2015 category is valued at 614.4 crores in India
and growing at 7.9 % in terms of value and in terms of vol growing with a negative rate
of -2.7%.
with a rate of 6.9% in terms of value and in terms of volume its growing by negative rate
of -3.9%.
 Cologne is least with 2.1 crores and declining with a negative growth rate.
category in terms of value and volume both.
with the rate of 7.6 & 2.3%.
share of 2.6% and growing with a negative rate of-18.9& -23.3 in terms of both value and
volume
 Wipro consumer care is pushing the deodorant segment down.
YEC15
Value in Rs.
Crs MS Val%
% Chg.
% Chg.
Vol
Dealers in
'000s
FRAGRANCE 614.4 100.0 7.9 4,199.7 100.0 -2.7 256.5
DEODORANT 470.0 76.5 6.9 3,680.6 87.6 -3.9 201.3
PERFUME 142.3 23.2 11.3 499.4 11.9 7.8 170.0
COLOGNE 2.1 0.3 -8.6 19.7 0.5 -9.1 15.5
TOP COMPANIES
VINI COSMETICS PVT
LTD 87.2 14.2 7.6 512.1 12.2 2.3 103.2
HINDUSTAN UNILEVER
LIMITED 41.9 6.8 9.5 311.2 7.4 -10.3 74.7
I T C 41.6 6.8 35.1 378.3 9.0 18.5 53.0
NIVEA INDIA 41.1 6.7 27.7 325.3 7.7 10.8 48.5
J K HELENE CURTIS 36.6 5.9 4.2 283.9 6.8 0.2 61.2
WIPRO CONS PRODS 15.8 2.6 -18.9 139.9 3.3 -23.3 43.2

35 | P a g e
WEST ZONE URBAN
and growing at 12.8 % in terms of value and in terms of vol growing with rate of 2.6%.
with a rate of 11.2 % & 1.5% in terms of value and volume.
 Cologne is least with 2.3 crores and declining with a negative growth rate.
with the rate of 57.3 & 42.7% in terms of both value and volume.
share of 3.4% and growing with a negative rate of-18.7& -20.1 in terms of both value and
volume
 Wipro consumer care, HUL are pushing the deodorant segment down.
 VINI is driving the deodorant category with a rate higher than deodorant segment.
YEC 14
Value in Rs.
Crs MS Val%
% Chg.
% Chg.
Vol
Dealers in
'000s
FRAGRANCE 569.6 100.0 12.8 4,314.8 100.0 2.6 254.5
DEODORANT 439.5 77.2 11.2 3,829.9 88.8 1.5 212.7
PERFUME 127.8 22.4 19.4 463.2 10.7 14.7 155.8
COLOGNE 2.3 0.4 -15.8 21.7 0.5 -23.1 14.5
TOP COMPANIES
HINDUSTAN UNILEVER
LIMITED 38.2 6.7 -17.7 347.0 8.0 -28.1 79.3
J K HELENE CURTIS 35.1 6.2 7.1 283.4 6.6 3.6 58.9
NIVEA INDIA 32.2 5.7 12.3 293.5 6.8 10.4 42.2
MCNROE CONSUMER
PRODUCTS P LTD 31.2 5.5 4.7 275.4 6.4 -1.1 73.2
WIPRO CONS PRODS 19.5 3.4 -18.7 182.3 4.2 -20.1 46.0

36 | P a g e
WEST ZONE RURAL
 In West zone rural market for the year 2015 category is valued at 90.9 crores in India and
declining with a negative growth rate of -5.3& -14.8%.
 Deodorant is valued at 51.1 crores in India having a market share of 56.2 and declining
with a negative growth rate of -17.1% & -23.3%.
 Cologne is least and declining with a negative growth rate.
category.
with a negative growth rate of -20.3% and -24.1%.
 Wipro consumer care is not present in top 10 brands for this market.
 VINI, MCNROE, JK HELENE CURTIS, VANESSA, HUL, MANKIND are the
manufacturers pushing the deodorant segment down.
 Adjavis , TTK healthcare are the manufacturers pushing the segment with a very high
growth rate
YEC 15
Value in
Rs. Crs
MS
Val% % Chg. Val Vol in Tons MS Vol % Chg. Vol
Dealers in
'000s
FRAGRANCE 90.9 100.0 -5.3 541.6 100.0 -14.8 175.2
DEODORANT 51.1 56.2 -17.1 382.7 70.7 -23.3 99.8
PERFUME 39.8 43.8 16.0 158.8 29.3 16.5 136.6
COLOGNE 0.0 0.0 -45.0 0.1 0.0 -32.6 0.1
TOP COMPANIIES
VINI COSMETICS PVT LTD 16.0 17.6 -20.3 97.3 18.0 -24.1 43.3
MARICO INDS 4.3 4.7 0.4 39.8 7.3 -11.2 24.5
MCNROE CONSUMER
PRODUCTS P LTD 3.9 4.3 -39.3 29.5 5.5 -46.9 25.8
J K HELENE CURTIS 3.0 3.3 -19.0 21.7 4.0 -28.3 20.4
VANESA CARE PVT LTD 2.8 3.0 -48.8 21.2 3.9 -50.4 16.6
HINDUSTAN UNILEVER
LIMITED 2.7 2.9 -17.2 20.8 3.8 -32.5 25.3

37 | P a g e
WEST ZONE RURAL
 In West zone rural market for the year 2014 category is valued at 96.0 crores in India and
growing at 30.8 % in terms of value and in terms of vol growing with rate of 24.6%.
with a rate of 41.5 % & 26.9% in terms of value and volume.
 Perfume is valued at 34.3 crores in India and having a market share of 35.7% and
growing with a rate of 15.2% & 16.9% in terms of both value and volume.
 Cologne is least with
with the rate of 86.8% & 77.8% in terms of both value and volume.
 Wipro is not present in this market
 HUL and MANKIND are the manufacturers pushing the segment down.
YEC 14
Value in Rs.
Crs
MS
Val% % Chg. Val Vol in Tons MS Vol
% Chg.
Vol
Dealers in
'000s
FRAGRANCE 96.0 100.0 30.8 635.3 100.0 24.6 174.0
DEODORANT 61.7 64.2 41.5 498.8 78.5 26.9 94.6
PERFUME 34.3 35.7 15.2 136.3 21.5 16.9 132.9
COLOGNE 0.0 0.0 79.2 0.2 0.0 168.9 1.2
TOP COMPANIES
MCNROE CONSUMER
PRODUCTS P LTD 6.4 6.7 38.3 55.6 8.7 33.1 23.6
MARICO INDS 4.2 4.4 26.2 44.8 7.1 8.1 22.1
J K HELENE CURTIS 3.7 3.9 35.6 30.3 4.8 30.5 20.3
HINDUSTAN UNILEVER
LIMITED 3.2 3.4 -31.8 30.8 4.9 -40.1 23.5
MANKIND 2.7 2.8 -22.7 22.5 3.5 -31.6 15.9

38 | P a g e
FRAGRANCE - DEODORANT 2015(North Zone States Contribution)
5.4
6.5
7.1
12.1
16.9
17.8
18.1
25.7
26.2
76.9
80.1
175.3
257.1
Agra
Amritsar
Allahabad
Ludhiana
Meerut
Jaipur
Faridabad
Lucknow
Uttaranchal
Haryana
Rajasthan
UP
Delhi + NCR
Value in Rs. Crores
YEC 15
Value in Rs.
Crs
MS Val% % Chg. Val
Vol in
Tons
MS Vol % Chg. Vol Dealers in '000s
HPJK 13.7 91.6 36.2 152.7 95.7 24.8 6.3
HARYANA 76.9 77.6 11.8 608.1 88.3 2.3 42.1
RAJASTHAN 80.1 69.6 -9.4 629.4 84.4 -18.1 51.8
UP 175.3 63.6 7.4 1,438.2 81.7 -0.7 143.6
UTTARANCHAL 26.2 77.0 11.9 201.5 88.6 3.4 20.4
PUNJAB 97.1 66.4 10.2 741.7 81.9 -0.1 45.6
Agra 5.4 66.8 -1.9 43.1 81.2 -10.1 3.0
Allahabad 7.1 82.3 11.6 55.0 91.9 -0.7 3.4
Amritsar 6.5 66.3 -12.6 51.0 82.6 -20.9 2.7
Delhi 188.3 85.0 7.6 1,433.5 92.5 -2.4 39.2

39 | P a g e
Delhi +
NCR 257.1 86.0 7.5 1,995.9 93.2 -1.9 60.7
Faridabad 18.1 81.7 12.4 142.8 91.5 3.5 6.5
Jaipur 17.8 82.8 -4.1 145.0 91.2 -13.2 6.7
Lucknow 25.7 75.6 19.8 192.8 86.7 4.3 9.8
Ludhiana 12.1 66.0 32.0 91.2 82.2 18.6 4.9
Meerut 16.9 85.1 -3.9 184.5 94.7 -2.3 2.3
 From this table we can get the information about contributors from the zone their
growth rate in terms of value and volume, value in crores.
 Delhi+NCR are a major contributor but having a negative growth rate in terms of
volume.
 HPJK in terms of value is less but having a high growth rate in terms of vol.
After that Ludhiana is having a higher growth .rate

40 | P a g e
FRAGRANCE - DEODORANT 2015(South Zone States Contribution)
4.4
6.1
7.6
10.4
15.6
62.9
63.8
80.6
93.2
143.6
155.5
174.0
Madurai
Vijaywada
Coimbat…
Vizag
Kochi
Kerla
Hyderabad
Bangalore
Chennai
Karnataka
AP
Tamilnadu
Value in Rs.…
YEC 15
Value in Rs.
Crs MS Val% % Chg. Val Vol in tons MS Vol % Chg. Vol
Dealers in
'000s
AP 155.5 88.7 5.1 1,245.6 94.1 -3.7 83.3
KARNATAKA 143.6 85.6 -2.0 1,122.6 93.0 -10.0 51.8
KERALA 62.9 92.3 24.8 432.6 95.8 12.2 29.6
TAMILNADU 174.0 89.2 2.6 48.6 94.0 -5.9 58.5
Bangalore 80.6 92.4 -3.0 673.1 96.9 -10.0 15.8
Chennai 93.2 91.7 7.1 748.0 95.9 -1.2 13.9
Coimbatore 7.6 89.3 4.1 64.3 94.1 -3.5 2.9
Hyderabad 63.8 93.8 1.2 524.2 97.2 -6.0 19.1
Kochi 15.6 96.4 17.6 124.8 98.1 7.0 4.6
Madurai 4.4 86.3 -1.6 38.6 92.9 -7.6 2.2
Vijayawada 6.1 77.0 -21.0 47.6 86.6 -25.6 2.6
Tamilnadu is major contributor in terms of value
but having a negative growth rate in terms of
volume.
Kerala is contributing 62.9 crores and having a
positive growth rate in terms of volume.

41 | P a g e
FRAGRANCE - DEODORANT 2015(East Zone States Contribution)
2.6
3.9
4.6
10.0
43.2
58.2
67.3
119.1
279.6
Dhanbad
Jamshe…
Asansole
Patna
Bihar
ASAAM
NE
Kolkata
WB
East zone 2015 (deodorant)
Val in crores
YEC 15 Value in Rs. Crs MS Vol % Chg. Val Vol in tons % Chg. Vol MS Val% Dealers in '000s
BIHAR 43.2 75.7 26.2
329.7
14.1 56.6 43.4
ASAAM 58.2 84.7 4.0
315.9
-6.4 73.0 50.9
JHARKHAND 20.6 84.0 12.9
146.2
4.9 69.9 27.4
WB 279.6 88.3 11.0
1,789.5
0.7 79.2 180.1
NE 67.3 94.7 17.8
399.5
5.6 91.4 30.6
PATNA 10.0 87.6 22.4 79.7 11.4 74.3 7.1
JAMSHEDPUR 3.9 85.8 2.4 31.7 -4.6 73.7 4.0
DHANBAD 2.6 85.4 10.5 21.1 0.1 75.1 3.0
ASANSOLE
4.6
81.1 -1.8
35.8
-10.9 68.6
2.7
West Bengal is a major contributor in terms
of value and growing with a positive
growth rate in terms of both value and
volume.
Bihar is contributing 43.2 crores and
having a highest growth rate of 14.1% in
terms of volume.

42 | P a g e
FRAGRANCE - DEODORANT 2015(West Zone States Contribution)
4.4
6.6
6.6
8.0
8.9
10.1
11.1
14.2
27.2
71.0
75.4
110.6
347.5
Rajkot
Vadodara
Bhopal
Jabalpur
Indore
Nashik
Surat
Nagpur
CG
MP
GUJRAT
Mumbai
MAH
Val in crores
YEC 15 Value in Rs. Crs MS Val% % Chg. Val Vol in tons MS Vol % Chg. Vol Dealers in '000s
GUJRAT 75.4 67.1 1.8 585.4 82.1 -8.5 59.0
MP 71.0 70.3 9.4 558.8 85.2 -1.1 62.2
MAHRASHTRA 347.5 78.4 4.5 2,435.0 88.2 -5.7 154.9
CG 27.2 55.7 -8.7 169.2 69.8 -16.2 25.0
Bhopal 8.8 82.8 34.0 74.0 92.4 22.5 3.3
Indore 9.7 83.2 8.6 80.2 91.3 -2.0 3.9
Jabalpur 8.3 71.1 3.1 64.5 83.7 -5.0 3.8
Mumbai 130.0 94.1 17.6 1,033.6 96.6 5.4 28.6
Nagpur 15.5 81.5 9.4 119.9 90.7 -2.6 7.7
Nashik 9.1 79.7 -9.5 71.2 89.9 -20.0 4.9
Pune 40.9 93.8 -0.0 333.5 96.7 -9.9 9.7
Rajkot 5.3 63.5 19.7 39.3 75.8 3.6 2.6
Surat 10.7 65.5 -4.3 83.8 82.0 -13.0 8.4
Vadodara 7.6 86.5 15.1 61.4 93.4 3.1 2.7
Maharashtra is major contributor in terms
of value but having a negative growth rate
in terms of volume.
Bhopal is contributing less in terms of
value but having a higher growth rate in
terms of volume.

43 | P a g e
WIPRO CONSUMER PRODUCTS
 From the above table and chart you will get information about how Wipro is performing
in All India (U+R) as compare to the competitors
 Category is valued at 2,910.8 and growing with a rate of 6.8 in terms of value but
declining in terms of growth in volume by -2.6%
 Vanessa is on top valued at 100 crores and having a market share of 3.4% and growing
with a positive growth rate in terms of value and volume by a rate of 17.6 & 12.5%
 Adjavis is pushing the category with a very high positive growth rate both in value and
volume.
 Wipro is valued at 77.7 crores having a market share of 2.7% and declining with a
negative growth rate of -11.0 & -14.7% and hence pushing the segment down in this
market.
77.7
176.4
97.2
207.1
99.1
251.5
100.0
208.0
Value in Rs. Crs Dealers in '000s
All India (U+R)
WIPRO CONS PRODS
ADJAVIS VENTURE
LTD
T T K HEALTH CARE
VANESA CARE PVT
LTD
All India (U+R) - YEC15
Value in Rs.
Crs MS Val%
% Chg.
Val
Volume in
Tons MS Vol % Chg. Vol
Dealers in
'000s
FRAGRANCE
2,910.8
100.0 6.8
19,985.9
100.0 -2.6 1,842.4
DEODORANT
2,246.4
77.2 5.9
17,586.1
77.2 -3.7 1,267.8
VANESA CARE PVT
LTD
100.0 3.4 17.6 790.4 4.0 12.5 208.0
T T K HEALTH CARE 99.1 3.4 17.5 884.3 4.4 3.0 251.5
ADJAVIS VENTURE
LTD
97.2 3.3 161.0 648.4 3.2 139.0 207.1
WIPRO CONS PRODS 77.7 2.7 -11.0 689.0 3.4 -14.7 176.4

44 | P a g e
ALL INDIA (U+R)
INSIGHTS
 From the above table and chart you will get information about how Wipro is performing
in All India (U+R) 2014 as compare to the competitors.
 These are the major competitors for Wipro.
 Category is valued at 2,725.9 and growing with a rate of 6.7 in terms of value but
declining in terms of growth in volume by -0.9%
 Wipro is on top valued at 87.4 crores and having a market share of 3.2% but declining
with a negative rate of -8.8 & -9.9% both in terms of value and volume
 Adjavis is pushing the category with a very high positive growth rate in volume.
 Yardley is major contributor for Wipro but declining with a negative growth rate both in
terms of value and volume.
 Layers shot & Layers wottagirl is on top in terms of growth in vol with a very high
positive growth rate.
% Chg.
Val
Volume in Tons MS Vol % Chg. Vol
FRAGRANCE
2,725.9 100.0 6.7 20,509.4 100.0 -0.9
DEODORANT
2,120.3 77.8 9.4 18,257.6 89.0 -0.3
WIPRO CONS PRODS 87.4 3.2 -8.8 807.4 3.9 -9.9
YARDLEY
59.5 2.0 -2.5 519.2 2.6 -6.7
SANTOOR
14.3 0.5 -36.3 127.8 0.6 -39.3
VANESA CARE PVT LTD 85.1 3.1 19.3 702.8 3.4 9.6
DENVER
63.1 19.5 19.5 517.6 2.6 13.4
ENVY
29.7 5.7 5.7 210.3 1.1 3.0
EVA 84.4 3.1 -1.5 858.3 4.2 -9.5
ADJAVIS VENTURE LTD 37.3 1.4 673.1 271.3 1.3 584.4
LAYERS SHOT
67.6 2.3 259.7 446.6 2.2 242.7
LAYERS WOTTAGIRL
26.8 0.9 232.5 178.5 0.9 222.9

45 | P a g e
NORTH ZONE URBAN
INSIGHTS
 From the above table we get the information about brands of Wipro and its competitors
how they are performing in north zone urban market for the year 2015.
 Denver is on top valued at 35.7 crores having a market share of 4.5 and growing at
13.9&7.7% both in terms of value and volume.
 Envy is valued at 10.8 crores and declining with negative growth rate
 Layers shot is valued at 23.0 crores and growing with a very high positive growth rate of
264.7 & 244.0
 Layers Wottagirl is valued at 9.2 crores and growing with a very high growth rate more
than the category.
 Eva is valued at 30.0 crores having a market share of 3.7 % and growing by positive
growth rate of 29.0& 13.1 both in terms of value and volume.
 Yardley is valued at 11.2 crores in the market having a market share of 1.4% and
declining with a negative growth rate both in value and volume.
 Santoor is valued at 0.4 and declining with a negative growth rate both in value and
volume.
 Eva is major competitor for Wipro because of having variants only for women.
YEC 2015 Value in Rs. Crs MS Val% % Chg. Val Volume in Tons % Chg. Vol
FRAGRANCE 800.6 100.0 7.5 5,434.4 -1.9
DEODORANT 607.2 75.8 6.2 4,768.3 -3.1
VANESA CARE PVT LTD 49.9 6.2 10.8 398.2 5.8
DENVER 35.7 4.5 13.9 291.9 7.7
ENVY 10.8 1.3 -2.0 76.5 -2.6
ADJAVIS VENTURE LTD 33.4 4.2 162.1 221.3 139.1
LAYERS SHOT 23.0 2.9 264.7 150.4 244.0
LAYERS WOTTAGIRL 9.2 1.2 219.0 61.2 210.2
EVA 30.0 3.7 29.0 263.4 13.1
WIPRO CONSUMER
PRODUCTS
12.5 1.6 -8.6 111.8 -10.6
YARDLEY 11.2 1.4 -7.4 97.4 -10.8
SANTOOR 0.4 0.0 -55.3 3.3 -56.2

46 | P a g e
NORTH ZONE RURAL
INSIGHTS
 From the above table we can get the information about how Wipro and its
competitors are performing in north zone rural market for the year 2015.
 In rural market category is valued at 112.9 crores and growing by 11.9% & 4.4%
in terms of value and volume.
 Deodorant is valued at 56.2 crores and growing with a positive growth rate of
12.4 & 3.1 % both in terms of value and volume.
 And in brands Denver is valued at 2.3 crores having a market share of 2.0 % and
growing with a positive growth rate of 10.4 & 3.8%.
 Envy is valued at 0.5 crores and declining with a negative growth rate both in
 A layer shot is valued at 1.8 crores and growing with a very high positive growth
rate of 429.0& 419.8 in terms of both value and volume.
 Layers Wottagirl is valued at 0.6 crores and growing with a growth rate of 60.5&
57.5% both in terms of value and volume.
 Eva is valued at 2.1 crores having a market share of 1.9% and growing with a
positive rate of 72.7% & 47.2% in terms of value and volume.
 Santoor is not present in the market.
 Yardley is valued at 0.1 crores which is negligible as compared to other brands .
YEC 2015
Value in Rs.
Crs
MS Val% % Chg. Val Volume in Tons % Chg. Vol
FRAGRANCE 112.9 100.0 11.9 606.2 4.4
DEODORANT 56.2 49.8 12.4 436.7 3.1
DENVER 2.3 2.0 10.4 17.8 3.8
ENVY 0.5 0.4 -16.9 3.5 -22.8
LAYERS SHOT 1.8 1.6 429.0 12.2 419.8
EVA 2.1 1.9 72.7 19.3 47.2
WIPRO CONSUMER
PRODUCTS
0.1 0.1 -80.7 1.0 -81.9
YARDLEY
0.1 0.1 -72.7 0.7 -74.6

47 | P a g e
SOUTH ZONE URBAN
INSIGHTS
 In south zone urban market for the year 2015 category is value at 554.0 crores and
it‟s growing in terms of value but declining in terms of volume.
 Deodorants are valued at 493.0 crores and growing in terms of value and declining in
terms of volume.
 Eva is valued at 32.7 crores having a market share of 5.9 % and growing in terms of
value but declining in terms of volume growth.
 Yardley is valued at 24.2 having a market share of 4.4% and growing with 2.7% in
terms of value but declining in terms of volume.
 Santoor is valued at 3.0 crores and declining with a high negative growth rate in
terms, of value and volume
 Eva is major competitors in this market.
YEC 15 Value in Rs. Crs MS Val% % Chg. Val Volume in Tons % Chg. Vol
FRAGRANCE 554.0 100.0 3.2 4,201.9 -5.5
DEODORANT 493.0 89.0 2.8 3,964.4 -5.9
EVA 32.7 5.9 2.6 296.4 -9.4
WIPRO CONSUMER
PRODUCTS
28.3 5.1 -9.9 250.0 -14.0
YARDLEY 24.2 4.4 2.7 211.5 -1.9
SANTOOR 3.0 0.5 -58.0 27.4 -59.1

48 | P a g e
SOUTH ZONE RURAL
INSIGHTS
 Eva is valued at 4.1 crores having a market share of 7.9% and growing with a rate of
48.5% & 29.2% both in terms of value and volume
 Santoor is valued at 1.1 crores and declining with a negative growth rate both in
 Yardley is very in terms of value and declining with a negative growth rate.
 Eva is major competitor in this market
SOUTH ZONE RURAL
2015
Value in Rs. Crs MS Val% % Chg. Val Volume in Tons % Chg. Vol
FRAGRANCE 52.3 100.0 28.9 365.3 16.4
DEODORANT 43.0 82.2 23.5 327.4 12.6
EVA 4.1 7.9 48.5 37.1 29.2
WIPRO CONSUMER
PRODUCTS
1.7 3.3 -27.1 15.2 -29.4
SANTOOR 1.1 2.1 -22.4 10.1 -24.0
YARDLEY 0.6 1.1 -35.9 4.7 -39.3

49 | P a g e
EAST ZONE URBAN 2015
INSIGHTS
 In east zone urban market category is valued at 547.6 crores and growing with 7.2 % in
 Deodorant segment is valued at 429.7 crores and growing at 8.2% and declining with
negative growth rate.
 Layers shot is on top and valued at 15.3 crores in the market having a market share of
2.8% and growing with a very high growth rate of 256.4 & 241.1% both in terms of value
and volume.
 Layers wottagirl is valued at 5.6 crores and growing with a very high positive growth rate
of 30.1.1 and 287.2% both in terms of value and volume.
 Envy is valued at 8.4 crores having a market share of 1.5% and growing with a positive
growth rate in terms of both value and volume.
 Denver is valued at 8.3 crores and growing with a positive growth rate in terms of value
and volume.
 Yardley is valued at 8.6 crores in the market having a market share of 1.6 % and
declining with a negative growth of -4.8 % & -7.8 % both in terms of value and volume.
 Santoor is valued at 5.9% in terms of value in crores and growing with a negative growth
arte both in terms of value and volume.
 Eva is not present in the market.
EAST ZONE URBAN
2015
Value in Rs. Crs MS Val% % Chg. Val Volume in Tons % Chg Vol
FRAGRANCE 547.6 100.0 7.2 3,734.8 -1.5
DEODORANT 429.7 78.5 8.2 3,299.2 -1.9
LAYERS SHOT 15.3 2.8 256.4 101.4 241.1
ENVY 8.4 1.5 1.5 59.5 21.4
DENVER 8.3 1.5 1.5 67.2 26.5
WIPRO CONSUMER
PRODUCTS
15.7 2.9 -4.8 139.1 -7.8
YARDLEY 8.6 1.6 -0.9 74.6 -4.4
SANTOOR 5.9 1.1 -12.7 50.9 -17.9

50 | P a g e
EAST ZONE RURAL2015
INSIGHTS
 In east zone rural market category is valued at 138.2 crores and growing with 8.9 % in
terms of value and 1.2% in terms of volume.
 Deodorant segment is valued at 96.2 crores and growing at 11.5% and in terms of vol its
growing with 1.2%
and volume.
of 931.8 and 880.8% both in terms of value and volume.
 Envy and Denver is not present in the market
 Yardley is valued at 1.1 crores in the market having a market share of 1.2 % and growing
with a positive growth rate of 12.1& 8.7% both in terms of value and volume.
 Santoor is valued at 1.6 crores in terms of value and growing with a positive growth rate
of 12.1% & 8.7% both in terms of value and volume.
 Eva is not present in the market.
EAST ZONE RURAL2015 Value in Rs. Crs MS Val% % Chg. Val
Volume in
Tons
% Chg. Vol
FRAGRANCE 138.2 100.0 8.9 902.1 1.2
DEODORANT 96.2 69.6 11.5 726.9 1.2
ADJAVIS VENTURE
LTD
3.6 2.6 282.8 24.0 258.5
LAYERS SHOT 2.9 2.1 261.9 18.8 240.5
WIPRO CONSUMER
PRODUCTS
2.7 1.9 8.2 23.0 2.0
SANTOOR 1.6 1.2 10.9 13.7 2.4
YARDLEY 1.1 0.8 12.1 8.9 8.7

51 | P a g e
WEST ZONE URBAN 2015
INSIGHTS
 In West zone urban market category is valued at 614.4 crores and growing with 7.9 % in
 Deodorant segment is valued at 470.0 crores and growing at 6.9% and declining with
negative growth rate.
and volume.
of 175.7 and 168.9% both in terms of value and volume.
 Envy is valued at 4.0 crores having a market share of 0.6% and declining with a negative
 Denver is valued at 9.8 crores and growing with a positive growth rate in terms of value
and volume.
 Yardley is valued at 13.7 crores in the market having a market share of 2.2 % and
declining with a negative growth of -5.7 % & -10.3 % both in terms of value and volume.
 Santoor is valued at 1.6 values in crores and growing with a negative growth rate both in
 Eva is valued at 18.4 crores having a market share of 3.0 % and growing with a positive
growth rate of 18.3 & 1.1 %.
West zone urban 2015 Value in Rs. Crs MS Val% % Chg. Val Volume in Tons % Chg. Vol
FRAGRANCE 614.4 100.0 7.9 4,199.7 -2.7
DEODORANT 470.0 76.5 6.9 3,680.6 -3.9
LAYERS SHOT 16.6 2.7 206.0 110.2 192.6
LAYERS
WOTTAGIRL
6.4 1.0 175.7 43.0 168.9
EVA 18.4 3.0 18.3 160.0 1.1
WIPRO CONS PRODS 15.8 2.6 -18.9 139.9 -23.3
YARDLEY 13.7 2.2 -5.7 119.7 -10.3
SANTOOR 1.6 0.3 -61.6 15.1 -61.8
DENVER 9.8 1.6 25.1 80.7 18.6
ENVY 4.0 0.6 -17.8 27.8 -21.1

52 | P a g e
WEST ZONE RURAL
INSIGHTS
 Envy is valued at 1.7 crores having a market share of 1.8% and declining with a negative
 Denver is valued at 1.0 crores and declining with a negative growth rate in terms of value
and volume.
 Layers shot is valued at 1.4 crores in the market having a market share of 1.5 % and
growing with a very high growth rate of 284.3 & 263.4% both in terms of value and
volume.
of 343.5% and 306.6% both in terms of value and volume.
 Yardley is valued at 0.2 crores in the market and growing with a positive growth rate of
45.0 & 40.5 both in terms of value and volume.
 Santoor is valued at 0.8 crores and declining with a negative growth rate of -3.7% & -
6.7%.
 Eva is valued at 1.5 crores having a market share of 1.6% and growing with a positive
growth rate of 115.4% & 99.6%
West zone rural 2015 Value in Rs. Crs MS Val% % Chg. Val Volume in Tons % Chg. Vol
FRAGRANCE 90.9 100.0 -5.3 541.6 -14.8
DEODORANT 51.1 56.2 -17.1 382.7 -23.3
VANESA CARE PVT LTD 2.8 3.0 -48.8 21.2 -50.4
ENVY 1.7 1.8 -47.3 12.5 -48.0
DENVER 1.0 1.1 -54.0 7.8 -56.2
LAYERS SHOT 1.4 1.5 284.3 9.2 263.4
EVA 1.5 1.6 115.4 13.9 99.6
WIPRO CONSUMER
PRODUCTS
1.0 1.1 4.2 9.0 0.4
SANTOOR 0.8 0.9 -3.7 7.3 -6.7
YARDLEY 0.2 0.2 45.0 1.6 40.5

53 | P a g e
TOP BRANDS IN 150 ML CATEGORIES ALL INDIA (U+R)
39.4
27.1
16.8
15.1
14.3
12.7
J K ANSELL
J K…
MCNROE
HUL
MCNROE
T T K…
Top manufacturers All India (U+R) - YEC15(for 150
ml category)
Value in
Rs. Crs
All India (U+R) - YEC15
(for 150 ml category)
Manufacturer Brand
Value in Rs.
Crs
MS
Val%
% Chg.
Val
Volume in
Tons
MS Vol
% Chg.
Vol
Dealers in
'000s
FRAGRANCE 2,246.4 77.2 5.9 17,586.1 88.0 -3.7 1,267.8
J K ANSELL
KAMA
SUTRA
39.4 1.4 3.6 318.1 1.6 0.5 140.8
J K HELENE CURTIS
PARK
AVENUE
27.1 0.9 1.7 215.7 1.1 -0.6 77.4
MCNROE CONSUMER
PRODUCTS P LTD
WILD
STONE
16.8 0.6 -30.5 131.1 0.7 -34.4 98.8
HINDUSTAN UNILEVER
LIMITED
AXE 15.1 0.5 -100.0 128.1 0.6 -100.0 84.1
T T K HEALTH CARE EVA 12.7 0.4 43.3 112.4 0.6 34.4 51.3
HINDUSTAN UNILEVER
LIMITED
AXE 12.0 0.4 -9.6 99.8 0.5 -13.6 75.7
J K HELENE CURTIS
PARK
AVENUE
11.0 0.4 7.0 71.8 0.4 4.7 23.7
 From the above figure you can
see the list of top brands and
manufacturers present in 150ml
Category and their
performance.
 JK ANSELL is at the top in 150
ml segments.
 But it is driven by TTK
healthcare with a higher growth
rate in terms of volume.
 Wipro is not present in top 10
brands for 1501 ml segment.

54 | P a g e
BASEPACK SIZE PERFORMANCE ALL INDIA (U+R)
 From the above figure you can see the growth in terms of value and volume of different
segments. Their consumption in terms of volume & value in terms of crores.
 150 ml segments are having a negative growth rate in terms of Val and vol both.
 The segments which are growing are 135,122,100 with a very high positive growth rate.
-14.8
23.4
-13.1
244.6
1.8
328.6
120.2
10.4 20.5
YEC15
All India (U+R) - YEC15-Basepacksize Performance 200.00
165.00
150.00
135.00
125.00
122.00
100.00
75.00
120.00
All India (U+R) -
YEC15
Value in Rs.
Crs
MS Val% % Chg. Val
Volume in
Tons
MS Vol % Chg. Vol
Dealers in
'000s
FRAGRANCE -
DEODORANT
100.0 77.2 5.9 17,586.1 88.0 -3.7 1,267.8
150.00 47.1 36.3 -13.1 9,178.8 45.9 -17.6 7,402.6
120.00 21.3 16.4 20.5 2,808.3 14.1 13.8 2,698.3
165.00 8.4 6.5 23.4 1,747.0 8.7 11.7 851.4
135.00 4.1 3.2 244.6 622.4 3.1 235.4 676.2
125.00 3.6 2.8 1.8 786.4 3.9 -4.8 740.4
122.00 3.6 2.8 328.6 442.1 2.2 326.8 393.1
100.00 1.2 0.9 120.2 153.5 0.8 66.0 375.7
 Values highlighted in
the represent the
negative growth rate of
particular base pack
size.
 Those highlighted in
yellow represents the
higher growth rate.

55 | P a g e
WIPRO BASEPACK SIZE PERFORMANCE ALL INDIA (U+R) 2015
 From the above figure you can see that Wipro is present only in 150 ml segments their
 From the above figure you can see that Wipro is present only in 150 ml segments their
main sales is coming from 150 ml segments.
 Out of 77.7 crores they are getting 76.9 crores from 150 ml segment.
 From the figure you can see that 150 ml segment is declining with a very high negative
growth rate this is another reason Wipro is decreasing its market share and presence.
 Segments which are growing 100& 50 ml package with a growth rate of 130.0 which is
very high.
76.9 0.6
0.1 0.1
677.6
10.6 0.4 0.3
150.00 75.00 125.00 100.00
All India (U+R) - YEC15(Wipro)
Value in
Rs. Crs
Volume in
Tons
YEC 2015
Value in Rs.
Crs MS Val% % Chg. Val
Volume in
Tons MS Vol % Chg. Vol
Dealers in
'000s
Wipro 77.8 2.7 -11.0 689.1 3.4 -14.7 176.5
150.00 76.9 2.6 -10.6 677.6 3.4 -15.0 471.8
75.00 0.6 0.0 -51.2 10.6 0.1 7.7 7.9
125.00 0.1 0.0 4.6 0.4 0.0 17.2 0.6
100.00 0.1 0.0 26.8 0.3 0.0 130.0 0.7
50.00 0.0 0.0 24.8 0.1 0.0 11.7 0.3
70.00 0.0 0.0 -100.0 0.0 0.0 -100.0 NA
35.00 0.0 0.0 -75.8 0.1 0.0 -43.6 0.2

56 | P a g e
Nielsen Store Observations
Nielsen Store Observations is the market leader in custom, in store research for consumer
product manufacturers. Understand what consumers observe at the shelf and monitor promotion
activity, to test and analyze the impact of proposed planogram on the consumer or to evaluate if
new product available and visible in a live in-store environment.
Key Benefits of store observation:
 See what consumers see in-store and understand how that translates to sales and
opportunities. To increase the market share and sales.
 Understand what consumer observes at shelf what are their preference what they buy.
 Work more effectively with the retailers to ensure that proposed products and promotion
plans are worked out properly.
 Monitor promotion activity.
Store Observation helps answer client about Business issues like
 New product introduction
 Line extension
 Package change
 Pricing
 In-store merchandising
 Product distribution and display
 Trade compliance
 Sales force effectiveness
 Out-of-stock evaluation,Product restage ,Shelf location, Return on investment

57 | P a g e
Channels in store observation
There are four main channels in store observation and these four channels have different micro
channels under them.
 Off premise
 Prestige on premise
 Premium on premise
 Premium on premise with off characteristic
STORE OBSERVATION PROCESS
 The first step is auditor enters the channel type and captures the GPS coordinates of the
store location in the SO application.
 Pre-loaded questions are answered and wherever photographs are required he captures it
basically to look for negative incident, branding elements etc.
 Check for Visibility of USL+Diageo signage from outside the store
Check elements like Flex Board/Glow Sign Board, Gate Arch, Standees, and Flanges are
present or not.
 Check if Branding elements inside the store are present or not.
 Ex: Branded Racks, Chillers, Gondolas, Bottle Glorifier, Bottle Stand etc.
 Check for Price communication for Royal Challenge or McDowell's No.1 is present or
not it can be in the form of – Brands price list, price on bottleneck, Posters etc.
 Check if USL + Diageo products are dust free? If not take a picture
 Check if USL + Diageo products placed in order of premiumness?
Ex: first 750 ml the n 1l according to brand premiumness in a correct order like first JW
red label, black label etc.
 Check if brand families are placed together and in a correct order of their premiumness.
 These are the major brands of USL + DIAGEO and there order for planograming.
MAJOR BRANDS
 Black Dog (Black Dog Black Reserve, Black Dog Triple Gold Reserve)

58 | P a g e
 Smirnoff Vodka (Smirnoff Regular Vodka, Smirnoff Flavours)
 McDowell's No1 (McDowell's No. 1 Whisky, McDowell's No.1 Diet
mate, McDowell's No. 1 Platinum)
 Check for USL + Diageo all sku are present or not if not mention it
(2L, 1L, 750ml, 375ml, 180ml, 90ml, 60ml and 30ml.)
 Check and Count of front facings of all brands in the shelf.
 Check if the outlet has a beer chiller?
 Capture relevant photos required for particular questions. For all the channels
 Submit the survey if all the details are captured.
BRAND LIST
Segment Category USL – Diageo
Single Malts
Single Malt Singleton 12
Single Malt Talisker
Luxury
Scotch Whisky
Johnnie Walker family - Double Black, Gold,
Platinum, Blue
Scotch Whisky Johnnie Walker Black Label
Scotch Whisky Johnnie Walker Red Label
Vodka Ciroc Vodka
Vodka Ketel One
Premium
Scotch Whisky Vat Black
Scotch Whisky Black Dog Triple Reserve
Scotch Whisky Black & White
Scotch Whisky Black Dog Black Reserve
Scotch Whisky Vat 69

59 | P a g e
Vodka Smirnoff All Flavours
Vodka Smirnoff Red
Prestige
Whisky Antiquity Blue Whisky
Whisky Signature Rare Whisky
Whisky Signature Premier Whisky
Whisky Royal Challenge Whisky
Whisky Mc Dowells No 1 Platinum

60 | P a g e
Dash Board use for store observation

 Using these dash board you can navigate and access the information
Regarding different channels. For different months and quarter.
 Using these dash board you can select different market on the basis
Of Tier type and micro channels.
 You can see information like outlet score at all India level.
 Monthly report at RPC that is cluster level. Both in the form of graphical and tabular
form. Access information about TSE level.
Select Time
period – month/
quarter
Select channel All India outlet
score
QDVP3 metrics
Graphical
representation of
monthly RPC level
Outlet score
Tabular presentation
of monthly RPC level
outlet score.

61 | P a g e
Reports
 These are the reports generated for clients to help them understand the business issues
and help them to plan their strategies for their brands.
 Availability report helps to understand the availability of all the brands and different sku
present in the particular store.
 Gap report provides information about the no of stores where your competitor is present
and you are not present
 MSL compliance report will provide information about the presence of must stock list in
different stores by TSE
 MSLBRAND report will provide information about the presence of brands at sku level in
store.
 Shelf share report will provide information about different sku within brand family what
is the shelf share they occupied.
 Shelf share (RC Vs RS) this report provide information about no of stores where sku of
RC is greater than, equal, or lesser than RS.
 Shelf share store level report provides information on USL+ DIAGEO brands how
much shelf share they covered in different stores.
Availability Report
Availability of various
brands at SKU level in
stores for USL +
Diageo and competition
Gap Report
Gives information on number
of outlets where USL +
Diageo SKUs are not
available and competition
SKUs are available
MSL Compliance
(User Level) Report
Gives the MSL
compliance of stores
covered by different
TSEs
MSL Brand – SKU
Wise Report
Gives the MSL
compliance of stores at
Brand – SKU level
Shelf Share (Over All)
Gives the shelf share of
various SKUs within the
brand family and brands
across the total shelf space
Shelf Share (RCRS)
Gives number of outlets
where SKUs for RCW is (i)
greater than,
(ii) Equal to or
(iii) Lesser than RSW
Shelf Share (Store Level)
Gives the shelf share of USL +
Diageo brands in stores covered
by different TSEs

62 | P a g e
Annexure
Nielsen India Pvt Ltd
Whether you're eyeing markets in the next town or across continents, Nielsen understand the
importance of knowing what consumers watch and buy. That's their passion and the very heart
of their business.
Nielsen study consumers in more than 100 countries to give you the most complete view of
trends and habits worldwide. And they are constantly evolving, not only in terms of where they
measure, or who they measure, but in how their insights can help you drive profitable growth.
Whether your business is a multinational enterprise or a single storefront, they believe innovation
is the key to success, in both what you create and how you market your products and
ideas. That's why they continue to develop better solutions to help you meet the needs of today's
consumers, and find out where they're headed next So let's put our heads together. They'll bring
their insight to your business and help you grow.
WHAT WE MEASURE
 RETAIL
 ONLINE
 GLOBAL CONSUMER CONFIDENCE
 DIGITAL
FOUR PILLARS OF NIELSEN
 SIMPLE
 OPEN
 INTEGRATED
 INNOVATION

63 | P a g e
RMS METHODOLOGY
RETAIL MARKET MEASUREMENT
 The market can be understood by studying the Population Census (commonly available
from Government agencies) and by profiling the Retail stores in the market
 With the understanding of Market Universe, we can then use a Sample based
methodology to measure data for the entire market…
Which
companies/
brands are
present in the
market?
How much business
(value/volume) do
these brands do?
How are these
brands
distributed in the
market?
What is the
market share of
each brand?

64 | P a g e
Wipro consumer care
Introduction
Wipro Consumer Care business includes soaps, toiletries, personal care products, baby care
products, wellness products, electrical wire devices, domestic and commercial lighting and
modular office furniture. They have a strong brand presence with significant market share in
identified segments. In addition, they have a strong presence in the personal care and skin care
products market in South-East Asia and Middle-East.
Wipro Consumer Care (WCCLG) is today among the top FMCG companies and amongst the
fastest growing FMCG companies in India. It has presence in over 40 countries with over 8300
employees worldwide. It has 8 production plants in India and 7 overseas. Besides India, the
business has significant presence in Malaysia, Indonesia, Vietnam, China, Taiwan, Hong Kong
and Middle East.
Wipro Consumer Care organic growth has been led by growth in toilet soaps, domestic and
institutional lighting and office furniture. It has gained Global footprint with acquisition of
Yardley and LD Wax sons. The key brands include – Santoor (a Toilet soap brand with
extensions in talcum powder, Hand wash, Face wash, Body Lotion, Baby Soap and Shampoo),
Chandrika soap, Glucovita Glucose powder, Northwest Switches, Enchanteur (a female toiletry
brand), Romano (a male toiletry brand), Bio Essence (a skincare brand) and Yardley (a luxury
toiletry brand).
Personal care
 Wipro consumer Product is valued at INR 77.7 crores with a market share of 2.7% which
got decreased from last year 87.4 crores with a rate of -11.4.
 Growth in terms of volume for the year 2015 its declining with the rate of -14.67%
 Yardley, santoor, aramusk are the major brands of Wipro consumer care.

65 | P a g e
 Out of total contribution from Wipro major contributor is Yardley with a contribution of
59.5 crores in India for the year 2015 after that santoor valued at 14.3 is the major
contributor for Wipro consumer care.
All India
2015
Value in
crores
MS %
VAL
% Chg.
Val
Vol in
Tons
MS
VOL
% Chg.
Vol
Dealers
in000‟s
Avg
Price/ unit
Yardley 59.5 2.0 -2.5 519.2 2.6 -6.68 109.6 171.7
Santoor 14.3 0.5 -36.3 127.8 0.6 -39.32 74.2 166.2
Aramusk 3.1 0.1 -2.3 35.4 0.2 -2.6 11.6 173.3

66 | P a g e
References:
 www.nielsen.com
 An article from Mintel Market Size on Deodorant and Fragrance industry January
2016.
 An article from Data monitor (March 2015) , Deodorants Market In India .
 SPRAY (JAN 2012) – “AN ATTRACTIVE REVENUE PRODUCER –
competition in the lucrative body spray market increase as key marketers .
 www.wiproconsumercare.com
 An article from Times Of India on “ INSIGHTS INTO MEN IN THE HEALTH
AND FRAGRANCE INDUSTRY”
 HISTORY AND DEVELOPMENT OF DEODORANTS Eko.2011 –
www.idshvoong.com
 An article from Novorous on helath and side effects of deodorants health and
dermatology .Medicine / health/dermatology at www.mandom.co.id
 An article from EUROMONITOR on types and advantages & Disadvanatges of
deodorants
 Marketing Management 14th
Edition : Kotler , Kelly , Koshy, Jha.

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