Opinion | Millennials drive the fragrance category3 min read 13 Dec 2018, 10:36 AM IST
Personal grooming has taken off and is more of a need than luxury for millennials
Last week, Virat Kohli announced the launch of perfumes under his brand One8. The fragrances, including Eau De Parfum, deodorants and pocket sprays, have been crafted by French perfumers and promise luxury at affordable price. In October, footwear major Liberty Shoes Ltd also announced its foray into the perfumes category. Liberty Lifestyle’s chief executive officer Adesh Gupta says its perfumes are crafted in France and imported and bottled in India. A few months ago Global Fragrances got actor Soha Ali Khan to launch its Double Cross perfumes in the market. Among established brands, fast moving consumer goods company ITC Ltd recently launched a new variant under its Essenza range. “We will keep innovating and launching new variants and creating new occasions of consumption," says its CEO (personal care) Sameer Satpathy. “Perfumes is a highly fragmented category. Right now top 10 players have 65%-70% of the total market," he adds.