Canadean forecasts the fragrances market in India to grow at a CAGR [1] of 26.0% from 2013 to 2018 with men’s consumption being a strong propeller.

According to a recent report from the market research firm, men are currently consuming more fragrances than women in India [2]. The strong interest of Indian males in the scents market is the result of an increased self-image consciousness, which can be partially attributed to the building pressure to succeed in the workplace. Rapid urbanisation, as men have flocked to the major cities in search of higher paid work, has led to continual pressure and competition in office environments.

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Men in this scenario want professional and sophisticated fragrances that complement their workplace image, believing that this will help their career success," comments Kirsty Nolan, analyst at Canadean.

Price sensitivity

However, men in India are also conscious about the price and manufacturers and retailers need to be careful in the positioning of their fragrances. While, 22 per cent of fragrances purchases are motivated by the willingness to pay for quality, 20 per cent are motivated by the search for better value. According to Nolan, “fragrance companies need to ensure that they are providing men with an affordable, high quality, daily wear that can be incorporated into the average man’s grooming routine.

Western influence

Regarding scents preferences, it was traditionally cultural for Indian men and women to use the same, unisex fragrances with scents which, in the West, would be exclusively associated with women. Rural men and those in smaller towns are still using these fragrances. However, as urbanisation increases and a fascination with western culture spreads beyond the cities, men are opting for more spicy, woody, oceanic and citrus notes.