Published on: Nov 19, 2012 by Aparna Dutt Sharma, Chief Executive Officer, IBEF

Interestingly, busting the myth that the male usership is restricted to brands that females choose to purchase, the male segment in the deodorant category has shot past the female segment with a significant lead. As per a recent research, at the current value of INR 1,400 crore, the male segment in the deodorant market has cornered a 70 per cent share at INR 1,000 crore whilst the rest is held by the female segment. The prevailing trend in the deodorant market is a clear indication towards the changing preferences of the male consumer in India. Other segments like soaps, talc, skin creams, face wash et al are also expanding at a fast pace. The INR 3,000 crore worth male grooming market in India is expected to grow at an annual rate of 20 per cent till 2014.