FOGG Storms the Deodorant Market

FOGG deodorants, the flagship brand of Vini Cosmetics, have created a splash by being the #1 deodorant sold in India since the last 4 quarters and that too, within just 3 years of its launch. It has trumped the iconic Axe brand, the erstwhile leader, as well. As per industry sources, the market shares in the ~Rs. 2,500 crores deodorant market indicate that FOGG deos lead the pack with ~2.7X the market share of that of its trailing competitors.

Deodorant Market Share (by value) in 2014 - FOGG Ensconced in the #1 Seat

This remarkable feat was achieved by creating a unique differentiation - FOGG positioned itself as a deodorant without gas with more sprays per can. It also broke the clutter by not portraying its deodorants as a 'chick magnet', a strategy followed by most deo brands. FOGG's deos are sold at a 7% to 10% premium vis-vis its peers. Recently, Vini has also launched FOGG deos for women.

Vini Cosmetics Pvt. Ltd. - Marching Ahead on A Strong Footing

FOGG belongs to Vini Cosmetics Pvt. Ltd., a manufacturer and distributor of personal care products, headed and founded by Mr. Darshan Patel, ex co-founder of Paras Pharma, a company which was acquired by Reckitt Benckiser but was known for being a market leader in its several niche brands.

Paras Pharmaceuticals' Product Portfolio

Brand	Category / Utility
Moov	Pain relief cream
Krack	Cream for cracked heels
Dermi Cool	Heat powder
Set Wet	Hair gel
Itch Guard	Cream for itchiness
Boro Soft	Cosmetic cream
Livon	Leave-in hair conditioner

^{PS: The above list of brands is not exhaustive}

Mr. Darshan Patel is known to be the creator and master marketer of several brands in Paras Pharma's product basket. He is renowned to have a knack and a flair for identifying a gap and then creating a product to fill that gap. He believes in creating brand names that denote functional value which help in establishing an instant connect with the consumers.

Vini Cosmetics Pvt. Ltd., launched its operations in 2010. In just four years since its birth, Vini has achieved a stupendous topline in the fiercely competitive FMCG space - In FY14, Vini clocked sales of ~Rs. 350 crores with 75% of revenues being contributed by FOGG deodorants.

Vini's Product Portfolio

Brand	Category / Utility
18+	Deodorant
FOGG	Deodorant
Jinjola Talc	Cooling powder
Glam up	Facial cream

These brands are distributed through Vini's network of ~5,000 wholesalers and ~7.5 lacs retail points. It has also expanded its footprint in Dubai.

Prospero Tree View

Vini has certainly attained an enviable pace and growth in a short span of time; the Rs. 110 crores raised by Sequoia in 2013 will only further aid its future plans for expansion. Its expected foray in OTC Healthcare products and packaged foods could prove to be challenging as this segment has a more stringent regulatory environment unlike the personal care segment.

Can it continue to be a trailblazer? Much of this will hinge on Vini's ability to launch innovative products in different categories, create brands with pricing power, expand its footprint, combat the might of the FMCG giants - Hindustan Unilever, Procter & Gamble, Dabur and Emami to name a few. With the illustrious Mr. Darshan Patel at Vini's helm, we believe it is very likely that Vini will churn out at least a few power brands which will catapult it into a new growth trajectory.

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