'Moods' condom manufacturer enters deodorant market

Last Updated: Thu, Feb 14, 2013 14:50 hrs

Thiruvananthapuram, Feb 14 (IANS) Next time you walk into a drug store and say "Moods please!", don't forget to mention whether you want a condom or a deodorant as condom manufacturer HLL (HLL Lifecare Ltd) has entered India's Rs.900 crore deodorant market.

The hugely popular "Moods", which has been a success as a male contraceptive device, has now lent its brand image to a new product range -- deodorant for men in four variants.

Moods Deo variants are intended to target young consumers in the 18-30 age groups, particularly the urban male go-getter, with the brand promising "Confidence in a can" with a catchy tagline, "The Scent Of My Man!" according to the company.

"We plan to project the product as the catalyst that rejuvenates and strengthens confidence by helping them overcome all challenges and turning them desirable," said M. Ayyappan, chairman and managing director of the city-headquartered HLL.

"Moods Deo is refreshing and distinct from other products in the market. Like the phenomenal success of Moods condom, we are expecting a good demand for Moods deo as well," he added.

The four variants, developed by S.H. Kelkar, Symrise (Germany) and Robertet (Italy), were chosen through an extensive consumer research in the country.

HLL has set a sales target of Rs.4.19 crore from Moods deodorant sales during the current financial year.

Starting as a single product company, HLL (formerly Hindustan Latex Ltd) has now transformed into a total contraceptive and holistic healthcare solution provider. It has emerged as the market leader in contraceptives and ranks among the top manufacturers globally.

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