Apparel brands grab pie of personal care segment

After successfully establishing a footprint in the

apparel segment, many brands are entering the personal care segment. While textile major Raymond extended its deodorant range with four new variants to give a boost to its ‘complete man’ image, Provogue is all set to introduce its range of deos and even has plans of taking it to neighbourhood ‘kirana’ shops and modern trade outlets. Mumbai-based textile company Siyaram Silk Mills (SSM) is expected to unveil a line of deodorants and perfumes under its textile brand and use its network of franchise-owned stores to enter the fast moving consumer goods space.

Most of these textile players have the advantage of having their own company-branded retail store network through which they can sell the new addition to their product portfolio. Provogue, for example, plans to distribute its personal care products across 30,000 outlets in the next five years. Raymond has always been in the personal care space through its group company JK Helene Curtis with its Park Avenue brand of personal products. But it has also introduced a deo brand in its own name and is gradually extending the ‘Raymond’ deodorant franchise with more variants.