Engage looks to topple Fogg from pole position with launch of two-in-one pocket perfume spray

By

Maverick Martins

Published
Mar 29, 2019

The Kolkata-based conglomerate ITC Ltd is eyeing pole position in India’s deodorant market, which is currently occupied by Fogg.
 

ITC Ltd, which had launched Engage in 2013, has managed to gain a large market share over the last five years with the brand witnessing double-digit growth.
 
ITC has now launched two-in-one pocket perfume spray under its perfume brand Engage On and hopes to take over Fogg in the coming years. Currently, Engage is the country’s second largest deodorant brand with a market share of 11 percent while Fogg is the top-selling perfume brand in India with a market share of 18 percent.

“Engage is growing at 17-18% for the last three years, including the deodorant market, and the pocket perfume segment is its major growth driver. Pocket perfume segment is now 4% of the total deo market going by the value. The ITC top brass is hopeful that Engage would take over Fogg gradually,” Sameer Satpathy, chief executive officer personal care division at ITC told Economic Times.
 
Engage currently contributes above Rs 300 crore (approx $43.5 million) to the overall sales of the company and expects to rake in Rs 500 crore ($69.5 million) by end of the fiscal year 2020.
 
The deodorant market in India is worth Rs 3,000 crore ($450.9 million) and is growing along with the entire male grooming market.