Changing lifestyle trends, an expanding Indian middle class, diverse climatic conditions, and a greater emphasis on hygiene, coupled with increased availability through modern retail channels, are expected to drive the demand for deodorants in the coming years. Deodorants, applied to various body parts to prevent body odor caused by bacterial breakdown of perspiration, are becoming a daily essential for consumers across India.
Antiperspirants, a subcategory of deodorants, not only mask body odor but also reduce sweating by affecting sweat glands. While antiperspirants are primarily used on the underarms, deodorants can be applied to other areas such as feet and the torso. In India, deodorants are available in various formats, including aerosols/sprays, roll-ons, and sticks. Spray deodorants, the most popular format, use an aerosol mechanism to eliminate odor-causing bacteria in moisture-prone areas like the underarms. Roll-on deodorants, available in liquid or gel form, provide effective coverage but leave a wet sensation on the skin. In contrast, stick deodorants are solid and do not leave behind a wet feeling, making them a preferred choice for many users.
According to the recently published report "India Deodorant Market Outlook, 2022" by Bonafide Research, the Indian deodorant market has witnessed a shift in brand positioning. Axe, once the dominant player, has slipped to the third position with a 7.65% market share, following Fogg and Engage. Fogg, owned by Darshan Patel under Vini Cosmetics, has disrupted the market with its unique value proposition—offering more sprays per bottle, a strategy that has resonated with Indian consumers. This success has challenged established players like Hindustan Unilever Limited (HUL), ITC, Marico, and Nivea, making Fogg a market leader in a relatively short span.
Despite losing its number-one position in terms of individual brand performance, HUL continues to lead the Indian deodorant market with the highest number of brands under its portfolio. The company’s diverse deodorant lineup includes Axe, Dove, Sure, Lux, and Denim. Rexona, which was HUL’s first deodorant brand in India, was rebranded as Sure in 2010. While Rexona was among the earliest deodorant brands in India, competition from grey-market deodorants led to its decline. HUL’s relaunch of Sure maintained the original brand’s positioning but has not been able to secure a dominant market share, currently holding less than 5% in India’s deodorant segment.
The deodorant market in India is experiencing rapid expansion, driven by growing awareness of personal grooming and hygiene. The rise of e-commerce has further fueled sales, with online platforms providing discounts, subscription models, and a variety of product options for consumers. Additionally, manufacturers are focusing on innovations such as long-lasting, alcohol-free, and skin-friendly formulations to cater to evolving consumer preferences.
Premium deodorant segments, including natural and organic deodorants, are also gaining traction, particularly among urban consumers who prioritize health-conscious and chemical-free products. Brands are investing in aggressive advertising and promotional campaigns to strengthen brand recall and gain a competitive edge in this highly fragmented market.
The major companies operating in the Indian deodorant market include Hindustan Unilever Limited, Vini Cosmetics Private Limited, ITC Limited, Nivea India Private Limited, McNroe Consumer Products Pvt. Ltd., Marico Limited, Emami Limited, Vanesa Care Private Limited, Mankind Pharma Limited, TTK Healthcare Limited, and Adjavis Venture Limited. With changing consumer preferences and increasing product innovations, the Indian deodorant market is poised for sustained growth in the coming years.
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