Despite a sluggish economy, the fragrance market in India has shown remarkable resilience, with major players like Godrej Consumer Products, Emami, ITC, and Shoppers Stop reporting robust sales growth.
Fragrance sales crosses personal care segment’s 6.2% growth
According to NielsenIQ data, the fragrance segment grew 12% year-on-year from January to September 2024, outpacing the overall personal care segment’s 6.2% growth and the FMCG industry’s 5.7% expansion, ET reported.
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“Fragrance still has some gas left in the tanks since it has always been underdeveloped,” said Santosh Desai, a social commentator and brand expert. “It is a late bloomer, catching up with the rest of the beauty portfolio.”
Roll-on deodorants drove this growth, with a 26% increase in sales. “A rapid expansion in distribution and increased interest in personal grooming led to the surge in sales,” explained Roosevelt Dsouza, head of commercial, India, at NielsenIQ.
Godrej reported growth in double-digit, Shoppers Stop jumps 17%
Godrej Consumer Products managing director Sudhir Sitapati reported “doubledigit” volume growth in fragrances, while Shoppers Stop saw a 17% increase in fragrance sales, its highest quarterly turnover yet.
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Further, Emami vice-chairman Mohan Goenka said the company has launched a portfolio of fragrance products, including eau de toilette perfumes for urban consumers.
Reportedly, the Indian fragrance industry, valued at ₹4,771 crore, has significant room for growth due to low penetration rates. “There is a lot of headroom for growth,” Desai noted.
Meanwhile, Reliance Retail‘s new luxury beauty store, Tira, features a ‘scent room’ offering international fragrances and limited-edition collections.
As Sitapati observed, “Deodorants are doing very well in organised trade.” With expanding distribution networks and innovative products, the fragrance market is poised for continued growth.
“This robust growth in the category is due to the hitherto low penetration rates,” Desai concluded. “Fragrance is catching up with the rest of the beauty portfolio, whose sales have gone up in the last couple of years.”
