Kolkata-based FMCG major Emami Ltd has entered the Rs 2,000-crore deodorant space with 'HE' brand.

The company has signed Bollywood actor Hrithik Roshan as its brand ambassador.

Harsha V. Agarwal, Director, Emami, said: “Deodorant, despite being a cluttered category, is still the largest and fastest growing in the male grooming segment clocking double-digit growth. With the level of penetration being very low, the segment has dynamic prospects. Moreover, consumers have been shifting brand loyalty in this category with a multitude of me-too brands, all in the chic magnet space jostling for consumer attention. This is where “HE” Deodorant with its differentiated promise of urging its customer to ‘Be Interesting’, as ‘Being Normal is Boring’ will have an edge. ‘HE’ is expected to carve a significant consumer mindshare and establish itself as a dominant player in the next few years.”

“HE” brand will introduce a slew of interesting fragrances bottled in six variants — Smart, Confident, Extrovert, Recharge, Ruler and Magician. The wide range “HE” deodorant offers fragrances from the citrus, oriental, marine, fougere, woody & musk families.

The product will soon have a pan-India rollout with focus in 23 top cities, including metros and mini metros, tier I and tier II cities in the North, West and East in the initial phase. The brand will be introduced in Hyderabad and Bangalore markets in the second phase.

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