After taking over the air (at least in urban India) and the airwave—with sexist advertising that claimed deodorants made men irresistible to women—India's deodorant makers are now eyeing the perfume market. Deodorants are nothing to be sniffed at. They account for a Rs 3,000 crore market in India. Now, the companies behind brands such as Fogg (Vini Cosmetics), Axe (Hindustan Unilever Ltd), and Engage (ITC Ltd), are looking at the branded mass fragrance market. It's a market theirs for the taking.
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