The country's oldest deodorant men's soap, Aramusk, is back on the shelves. Once introduced by the erstwhile Calcutta Chemicals, Aramusk is now headed for a nationwide roll-out as an umbrella, premium men's grooming brand by Wipro Consumer Care and Lighting Ltd.
Market sources indicate a possible re-launch of yet another premium soap brand, Moloy - also introduced by Calcutta Chemicals at least two decades ago - sooner or later. The company officials, though confirming the re-launch of Aramusk, remained tight-lipped on Moloy.
Men's grooming
Wipro has already re-launched the Aramusk brand of soaps in West Bengal in January this year and is likely to roll it out across other markets soon.
It also plans to strengthen its position in the men's-grooming space with deodorants, talcum powders, a shaving range and face wash. The products are likely to be launched under the Aramusk brand name.
According to industry experts, the men's grooming segment is pegged at nearly Rs 1,000 crore in India, which includes deodorants, creams, after-shave lotions, perfumes and gels. Godrej and Hindustan Unilever remain strong players in the segment.
Wipro currently operates in the male grooming segment through the Romanov brand. Aramusk, market sources said, will operate as a separate brand for the company.
This apart, it also operates in the personal care segment through brands such as Yardley, Santoor, Enchanteur and Chandrika. Santoor incidentally, is the third largest soap brand in the country.
Acquisitions
Wipro had in June 2011 brought Aramusk and Moloy from Mumbai-based VVF Ltd. Both the brands were owned by the erstwhile Kolkata-headquartered Calcutta Chemical that was later sold off to Henkel India. Later, the two soap brands were sold to VVF.
Acquiring brands has been a way of growth for the company. In 2003, Wipro had first brought an energy drink Glucovita, followed by Chandrika soap in 2004. It also acquired Singapore's Unza Holdings and later acquired Yardley's franchise in Asia.