ABFRL enters male grooming with Peter England deodorants

By

Maverick Martins

Published
Jan 30, 2020

Menswear brand Peter England, owned by Aditya Birla Fashion and Retail Limited (ABFRL), has entered the fragrances segment with the launch of its deodorants under its namesake brand.
 

ABFRL has been rapidly expanding its product portfolio with the addition of ethnic, occasion wear and accessories over the last few years. With its fragrances, the brand is now looking to tap the growing male grooming category.
 
The range of eight Peter England branded deodorants has been priced at Rs 199 ($3) and will be retailed across the brand’s network of over 500 stores, along with 10,000 general trade and pharmacy outlets.

“To ensure that we are offering our consumers choices for their different lifestyle needs we have developed this latest line of deodorants. We intend to capitalize this by making our newest deodorant range available across the length & breadth of the country," Manish Singhai, chief operating officer of Peter England, told Livemint.
 
India’s deodorant market is estimated at Rs 3,780 crore (as of 2018), according to research firm Euromonitor.
 
Peter England will be competing with established consumer goods firms such as ITC, Hindustan Unilever, and Vini Cosmetics, for a share of the fragrances market in India.