By  on June 17, 2011

From evolving consumer desires to dueling distributors, a wave of change is rocking India’s fragrance industry and the results could have long-term implications.

Though still small—Euromonitor International estimates the country’s fragrance sales to be about Rs 5.4 billion, or $112 million at current exchange—the category’s potential is anything but. Sales grew 17 percent in 2010, and more and more, international brands are entering the market to take advantage of India’s intrinsic affinity for the category. In the past two years alone, Prada, Guerlain, Giorigo Armani, Diesel and Hermès have entered the premium segment and Playboy has entered at mass.

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