If summer is here, can deodorants be far behind? Personal care product makers Henkel,

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CavinKare and VLCC have launched deodorants especially targeted at males while others such as Nivea and Hindustan Unilever (HUL) have introduced new variants to meet the demand, which is set to rise as the temperature soars.

As per industry estimates, the men’s grooming market in India is worth

Rs 1,500 crore, and is expanding at a compound annual growth rate of 12 per cent. The deodorant market is a nascent category that has largely catered to women so far. However, analysts estimate that men-specific products account for at least 60 per cent of the market that has progressed beyond solid and liquid deodorants to deo-sprays.

While the country’s largest fast-moving consumer goods company, HUL, was one of the earliest entrants to the category, targeting men with its Rexona brand deodorants, German giant, Henkel, too has entered the male deodorant segment with the launch of Fa Men Xtreme brand of deodorants. Fa Men Xtreme comes in three variants– Speedster, Energy Zone and Cool Wave. Launched in March pan-India, Fa Men Xtreme will compete with other men’s deodorant players such as Axe, Set Wet and Park Avenue. The new range aims to deliver a powerful, long-lasting fragrant experience that is safe on skin, say company officials. Similarly, HUL has introduced Axe Chocolate, which is being heavily promoted online and through mass media campaigns.

Meanwhile, Elder Health Care has entered into a strategic alliance with VLCC to introduce ‘Fuel for men’ under three variants.

“We want to mark our presence as a credible player in the deodorant market by delivering the best-in-class fragrances and odour protection” said an Elder Health Care spokesperson. CavinKare is also set to join hands with Paris-based $3.5 billion fragrance products maker, Coty, to establish Adidas brand personal care products in India. Under the proposed agreement, CavinKare will be responsible for branding, marketing and distribution of Adidas deodorants in the country.

“As time progresses, we will take the tie-up beyond the distribution and marketing agreement,” said C K Ranganathan, chairman and managing director of CavinKare.

CavinKare has also launched its home-grown ‘Spinz Men’s Deo’ brand in three variants. “We aim at taking the product to over 2.5 lakh retail outlets in 32 tier-I, II cities in the country which constitute a major portion of the men’s deodorant market," Vineet Trakroo, vice-president, marketing, CavinKare, told Financial Chronicle.

Companies are resorting to high-decibel advertisement campaigns to increase their market share. “Deodorants are a lucrative category and is highly under-penetrated. So, every player in this space has ample scope to innovate,” said Nivedita Rastogi, brand manager, Nivea deodorant. HUL, for instance, has a dedicated website for its popular male deodorant brand, Axe, besides an online fan club, and engages customers via online games. An email sent to HUL failed to elicit any response.