This document analyzes the Indian deodorant spray market from 2013 to 2016. It finds that the market size was approximately 2550 Crores (393 million USD) in 2016, with males purchasing more body sprays than females. The growth of Indian brands has slowed in recent years. Fogg has become the leading male brand while Engage has emerged as a top brand for women. Innovative products like "no gas" deodorants and trigger spray body mists have gained popularity. Strong distribution networks and advertising are keys to success in this market.

1. INDIAN DEODORANT SPRAY
MARKET
2013 - 2016
S R I R A M P R A S A D
www.srirams.com

2. BROAD CATEGORY DATA - 2016
• Size of the Market : 2550 Crores
(Approx. $ 393 Million )
• Approximate Male : Female Ratio
:
Male Body Sprays Female Body Sprays
69 % 31 %
1,760 Crores 790 Crores
$ 271 Million $ 122 Million
Local Indian Body
Sprays
Imported Body Spray
(Grey Channel)
2050 Crores 500 Crores
$ 315 Million $ 78 Million
2016 – internal circulation only

3. DEO SPRAYS GROWTH TRENDS - 2016
• Category Growth Last 3 years: Indian Brands. Slowdown in Growths
Year 2014 Year 2015 Year 2016 (Trend)
Male Deodorants 7.76 % 6.17 % 2.69 %
Female Deodorants 4.20 % -1.50 % 7.48 %
• Category Growths – Top 12 Brands in the Indian Market
6 %

4. LEADING PLAYERS - 2016 – MEN*
MENS CATEGORY MARKET SHARES
BRAND 2013 2016
Fogg 7.0 % 14.0 %
Axe + Axe Signature 12.0 % 8.0 %
Park Avenue 8.0 % 7.0 %
Wild Stone 6.0 % 6.0 %
Engage 0.0 % 5.0 %
Nivea 3.0 % 4.0 %
Layer 0 % 3.0 %
Top 7 Players 36 % 47 %
Men’s Share 70 % 69 %
BIG BRANDS ARE GETTING BIGGER
% of the Total Market including Men+ Women
* Shares as a % overall Deo category and part of the 69 % of
Men’s Share 2016 – internal circulation only

5. LEADING PLAYERS - 2016 – WOMEN*
WOMENS CATEGORY MARKET SHARES
BRAND 2013 2016
Engage 0 % 4 %
Fogg 3 % 4 %
Eva Women 5 % 4 %
Nivea Women 4 % 3 %
Yardley 2 % 2 %
Top 5 Players 14 % 17 %
Women’s 30 % 31 %
% of the Total Market including Men+ Women
* Shares as a % overall Deodorant category and part of the 31 % of
Women’s Share
2016 – internal circulation only

6. LEADING IMPORT BRANDS - INDIA -2016
Imported brands still have a loyal following due to higher fragrance dosage and better quality of alcohol

7. REACH
APPROX OUTLETS REACH 2016- PAN INDIA
WELL DISTRIBUTED BRANDS/ BRANDS WITH PULL
BRAND Outlets 2013 Outlets 2016
Fogg 283,500 405,000
Wild Stone 237,300 254,900
Park Avenue 204,000 254,600
Axe 355,700 228,700
Engage 37,100 225,700
Nivea 161,000 189,500
Eva 187,100 182,500
Layer 10,200 173,200
Brands – Secret Temptation, Yardley, Spinz and Dove have lost distribution momentum.
Shrinking outlet presence in numeric terms.
2016 – internal circulation only

8. INNOVATIONS DEO CATEGORY 2012
“NO GAS”
ONLY DEO

9. INNOVATIONS DEO CATEGORY 2016
THE FIRST TRIGGER
BODY SPRAY IN THE
WORLD

10. SUMMARY OF OBSERVATIONS
• Category Growth has slowed significantly vis-a- vis 2005-2010. Slower growth
trajectory.
• Men’s category Twice the size of women’s.
• “No Gas” has caught the imagination of the value conscious customers.
• Innovation/ innovative approach in category
 Fogg- No Gas ( Indian )
 Eva – Non Alcoholic ( Indian)
 English Blazer- Trigger Spray( Imported)
• India manufactured brands gaining traction as import duties hinder re-
investment in advertisements and store margins.
• Innovations / Body splash/ Body Mist/ Non- Alcoholic sprays likely to grow
faster
Creation of a Distribution Infrastructure Platform and Brand Pull
through advertising is crucial for Success

11. S R I R A M P R A S A D
sriram@srirams.com
2016 – internal circulation only