Buoyant over the growing deodorant market in the country, Amway India, a wholly owned subsidiary of Michigan-based $8.8 billion Amway, one of the largest direct selling companies in the world with presence in over 100 countries and territories, has extended its deodorant portfolio under Dynamite and Attitude brands. The company plans to add to this portfolio on a regular basis by rolling out new fragrances, top company officials said. Amway is one of the top players in the deodorants market globally along with A P Deauville, Clinique, Dove, Henkel, Loreal, Nivea, Procter & Gamble, Secret, Soft & Gentle and Unilever.
Amway India is rejuvenating its deodorant portfolio by introducing two new variants of fragrances. While one of the new fragrances will come up under the brand – Dynamite, targeted at men, the other one will come up under the brand – Attitude and will be targeted at women.
Of the five new variants/fragrances that the company had launched last year, three were under the Dynamite brand and targeted at men while two were under Attitude brand and targeted at women.
“The burgeoning deodorant market is evolving fast with new innovative products coming into being. Keeping this in mind, we had rejuvenated our deodorant portfolio with five new fragrances in 2016 to create excitement amongst youth who lead and enjoy a fast and hectic lifestyle. These new fragrances have been well accepted by the consumers. We are now adding two more fragrances and we aim to refresh the range at frequent intervals,” said G S Cheema, senior vice president - north and east, Amway India.
Significantly, the deodorants category has exploded in the past five years. The industry is expected to grow at a healthy double-digit growth rate over the next few years riding on evolving consumer preferences, lifestyle changes and increase in disposable income.
And that has prompted the company, which had rolled out its deodorant portfolio in the country along with a new range of men’s grooming products, in 2013, to extend its deodorant portfolio.
The new Dynamite fragrance for men is christened as ‘Air’ while the Attitude fragrance is named ‘Spell’. The differentiated, youthful and bold packaging, amplified by vibrant mix of colors, design and graphics, reflects the ethos of each of the fragrances.

ritwikmukherjee@mydigitalfc.com