India Deodorant Market Overview, 2029

Deodorants are fragrance products that are used on the body to transform the bacterial growth developing in the body odor into a fresh smelling one. Sweat isn’t inherently stinky; in fact it’s almost odourless. The stench comes from bacteria that break downs one of two types of sweat on the skin. Deodorants contain some antibacterial power to stop the stink before it starts and play a vital role in removing the smell linked to the bacterial breakdown of perspiration in feet, armpits and other body parts. The name deodorant signifies that it is a spray which spreads fragrance to a place or person wherever it is sprayed. Deodorants in India are available in aerosol/spray form as well as in roll-ons and sticks. The Indian deodorant industry is set to witness an increase in demand as consumers are altering their lifestyle and embracing the use of different fragrances in their daily personal grooming regime. With an upsurge of women professionals in the Indian corporate industry, the demand for deodorants has increased exceptionally. From past few years, it has been observed that the women's deodorant market is jostling hard with men's deodorant. In addition to that, players are launching new products with newer innovations to fuel the overall market growth in India.
According to the research report "India Deodorant Market Overview, 2029," published by Bonafide Research, the India Deodorant market is anticipated to grow at more than 9.13% CAGR from 2024 to 2029. The demand for deodorant products has been driven by the affluent middle class, the importance of personal grooming, the increasing young population of India and the penchant for smelling good and fresh throughout. Rising demand for deodorant from small markets is one of the major growth drivers of this industry. As a result companies are gradually shifting their focus from metros and exploring other markets and gearing to launch a range of affordable deodorants. Also, options for women's deodorants were limited in the past; however the segment is now likely to see an upsurge with various existing brands and new entrants resorting to bolster media campaigns to cash in on the untapped category with enormous growth potential. Further, the market is segmented into two types including gas and non-gas. Among them, gas deodorant type is anticipated to lead the market by occupying more than half of the market share.
The personal care market in India is diverse, featuring various product types such as sprays, roll-ons, creams, gels, sticks, wipes, and others. Sprays and Roll-ons are popular for their convenience and quick application, especially in the deodorant and fragrance categories. Innovations in these segments often focus on long-lasting formulas and natural ingredients, appealing to health-conscious consumers. Creams and Gels dominate the skincare segment, with a significant shift towards products that offer multifunctional benefits, such as moisturization combined with sun protection. The rise of "skinimalism" reflects a trend where consumers prefer fewer, high-quality products over extensive routines. Brands are increasingly incorporating natural and organic ingredients, responding to the growing demand for clean beauty products. Sticks are gaining traction, particularly in sun protection and lip care, due to their portability and ease of use. Meanwhile, wipes have become essential for on-the-go cleansing, with innovations focusing on biodegradable materials to attract environmentally conscious consumers. The "others" category includes niche products like serums and masks, which are becoming increasingly popular among millennials and Gen Z, who are more informed and selective about their skincare choices.
By packaging type, metal packaging, particularly in aerosol cans, remains a leading choice due to its durability and ability to maintain product integrity. Innovations in this segment focus on eco-friendly practices, such as the use of recycled metals and lightweight designs, which reduce environmental impact and manufacturing costs. Brands are increasingly adopting sustainable practices, responding to consumer demand for greener products. Plastic packaging has gained popularity for its versatility and cost-effectiveness. Recent developments include the introduction of recyclable and biodegradable plastics, catering to environmentally conscious consumers. Brands are exploring alternative materials, such as recycled plastics, to align with sustainability goals. However, concerns over plastic waste continue to challenge this segment's growth. The "others" category encompasses unique packaging solutions like glass and paper-based containers. While these options are less common, they appeal to niche markets seeking premium or artisanal products. Innovations here often focus on aesthetics and the use of sustainable materials, enhancing brand image and consumer appeal.
In the Indian deodorant market, the end-user segments are primarily categorized into men, women, and others. The men's segment is currently the leading category, driven by a significant cultural shift towards personal grooming and hygiene among men. Increased participation in sports and fitness activities has heightened the demand for deodorants, as men seek effective solutions to combat body odor. Additionally, the rises of male-targeted marketing campaigns and product innovations, such as long-lasting and skin-friendly formulations, have further solidified this segment's dominance. Brands like Fogg and Engage have capitalized on this trend, offering a variety of fragrances that appeal to younger male consumers. The women's segment is also experiencing rapid growth, particularly with the increasing number of women entering the workforce and seeking personal care products that enhance their confidence. Women are increasingly drawn to deodorants that combine fragrance with skincare benefits, leading to innovations in formulations that cater to sensitive skin. This segment is becoming highly competitive, with brands launching products specifically designed for women, focusing on floral and fruity scents. The "others" category includes unisex and niche products, such as natural or organic deodorants, which are gaining traction among eco-conscious consumers. This segment is important as it reflects changing consumer preferences towards sustainability and health.
Offline distribution remains a dominant channel, encompassing supermarkets, hypermarkets, and convenience stores. This segment benefits from the traditional shopping experience, allowing consumers to physically evaluate products before purchase. The growth of organized retail has enhanced the availability of various deodorant brands, making them easily accessible to a broader audience. The rapid urbanization and increasing disposable incomes in India have further fueled the expansion of offline retail spaces, where consumers prefer to buy personal care products. Brands like Hindustan Unilever and ITC leverage these channels effectively, ensuring widespread visibility and availability. Online distribution is witnessing remarkable growth, driven by the rapid digitization of the Indian economy and increased internet penetration. E-commerce platforms provide consumers with the convenience of shopping from home, often at competitive prices. The COVID-19 pandemic accelerated this trend, as more consumers turned to online shopping for personal care products. Major online retailers like Amazon and Flipkart have expanded their offerings, making a wide range of deodorants available, including niche and premium brands that may not be present in physical stores. This channel is particularly appealing to younger consumers, who are more comfortable with digital transactions and value the convenience of home delivery.
Major companies operating in the deodorant market of India are Hindustan Unilever Limited, Vini Cosmetics Private Limited, ITC Limited, Nivea India Private Limited and McNroe Consumer Products Pvt. Ltd. On the other hand, Engage, Fogg, Envy, Nivea, Rexona, Denver, Park Avenue and Nike are some of the deodorant brands present in India. Among these brands, Fogg has become the number one deodorant in sales within last few years after the launch.

COVID-19 Impact on Deodorants Market
The outbreak of COVID-19 has affected the growth of the deodorant market negatively. Deodorant is a personal care hygiene product which helps to stops bacterial growth on the skin and keeps fresh. During the pandemic, deodorant is not considered as a necessary product; therefore, the demand for the deodorant has decreased during pandemic. The COVID-19 epidemic has forced the countries to impose lockdown, which has disrupted the distribution and supply chain. There was restriction on the export and import of deodorants as it was not an important product. The production method for new batches of deodorant had become a major challenge for the companies due to the limited availability of logistic issue, labor and disrupted raw material supply.

Considered in this report
• Geography: India
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Japan Deodorant market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type
• Spray
• Roll on
• Gel
• Stick
• Creams
• Wipes
• Others



By Packing Materials
• Metal
• Plastic
• Others

By End User
• Men
• Women
• Others

By Distribution Channel
• Offline
• Online

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Deodorant industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.