HLL forays into deo market under the brand name Moods

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Trivandrum: The hugely popular ‘Moods’, which has been a scorching success as a masculine contraceptive device, has now lent its brand image to a new product range – deodorant for men. Dabbling in India’s lucrative deodorant segment having a market size pegged at Rs.900 crore, HLL (HLL Lifecare Ltd), a Mini Ratna public sector global healthcare company and leading provider of quality condoms like Moods, has launched Moods Deo in four variants.

“We plan to project the product as the catalyst that rejuvenates and strengthens confidence by helping them overcome all challenges and turning them desirable,” said Dr. M. Ayyappan, Chairman & Managing Director of the Thiruvananthapuram based HLL, while launching the deodorant range.

As for the USP of the product in the deodorant market which has more than 350 brands, Dr. Ayyappan said, “It is round the clock confidence with fragrances developed by renowned perfumers and inspired by global trends.” The four variants, developed by S H Kelkar, Symrise (Germany) and Robertet (Italy), were chosen through an extensive consumer research in the country.

All the four variants have a distinct fragrance. Teeze is mix of Aqua and Oriental Marine; Fling is based on a mixture of Woody with Citrus; Vink contains Citrus, Spicy & Floral ingredients; and 4PLAY is a mix of Spicy with Floral and Fruity notes.

Men’s deodorant forms about 75 per cent of the market with a share of about Rs.675 crore.  Deodorant sales grew by 40 per cent in 2010 as compared to a year earlier. It is projected to grow at 18 per cent CAGR (compound annual growth rate) over next five years.

HLL, which aggregated a record business of Rs.1,112 crore during the fiscal 2011- 2012, has set a sales target of Rs.4.19 crore from Moods deodorant sales during the current financial year. Starting as a single product company, HLL (formerly Hindustan Latex Ltd.) has now transformed into a total contraceptive and holistic healthcare solution provider.

Kerala Biz News

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