Smelly Indians

18 04 2008
Deodorant is now the fastest growing FMCG  category in India. The market is growing at 40% as reported by the Economic Times the day before yesterday.
 
Looks like  a growing number of Indians are now rich enough and ‘cutivated’ enough  to undo the noisome side effects of eating spicy food and living in a hot and humid country.
But what is the core underlying driver of this demad – personal hygiene or personal grooming?
– G. Mohan
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