Consumer goods major Wipro is planning a wider distribution network for its Aramusk deodorant range through mom-and-pop stores. The brand is likely to head for the neighbourhood stores by December this year.

The Aramusk deodorant range – available in four variants – was launched across select retail formats such as Big Bazaar in June this year. The launch was, however, restricted to Kolkata only.

“We launched the deodorant range in June this year across select retail formats. However, we will look to introduce the brand in the mom-and-pop stores in another three to six months’ time,” Mr Anil Chugh, senior vice-president of Wipro Consumer Care and Lighting (Wipro’s retail arm), said.

Aramusk deodorant is placed as a men’s only offering and competes with the Denim, Park Avenue, Garnier and Axe in the Rs 700-crore deodarant market.

Mens Grooming

According to Mr Chugh, Aramusk would be the company’s flagship men’s grooming brand. Plans are afoot to strengthen the brand by introducing new offerings.

“Our plan is to leverage Aramusk as our primary men’s grooming offering,” Mr Chugh said adding that initial plans would be to introduce soaps and extend the portfolio to deodorants. Pan-India launch of the Aramusk soap was also being mulled. He, however, did not mention the timeframe for its national foray.

The country’s oldest men’s deodorant soap brand, Aramusk was re-introduced by Wipro in January this year for East India markets. Wipro had, in June 2011, acquired the brand from Mumbai-based VFF Ltd.

According to industry experts, the men’s grooming segment is pegged at nearly Rs 1,000 crore in India and includes deodorants, creams, after-shave lotions, perfumes and gels.

Market sources said that Wipro currently operates in the male grooming segment through the Romanov brand and in a limited manner. In the personal care segment, it operates in the premium segment through Yardley and in the mass segment through Santoor.

abhishek.l@thehindu.co.in

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