Vanesa Care to start distribution in the UAE and Pakistan

Domestic FMCG firm Vanesa Care, which sells aerosol deodorants under brands Denver and Envy 1000, is looking at a sales of up to Rs 150 crore this fiscal and eyeing a seven per cent market share in the segment.

The group is expecting that aerosol deodorants would contribute around 25 per cent to its total sales in the current financial year. By the end of FY'16, we would have around seven per cent market share in the deodorant segment with sales of upto Rs 150 crore. We expect sales of Rs 600 crore for the group," Vanesa Care CMO Saurabh Gupta told PTI.

Vanesa Care, which presently has around five per cent market share in the category is also expanding its sales network and is scouting for new geographies. The aerosol deodorant market which is lead by Fogg and ITC is valued at around Rs 3,500 crore by market research firm Neilson and is presently growing by around five to six per cent.

The company has placed Denver as an aspirational brand targeting professionals, while Envy 1000 is a value seeker brand."Right now we are touching around 2,00,000 outlets and in the coming years we would extend it further," he said. Presently, 80 per cent sales in the category comes from metro markets and the rest 20 per cent from cities having population of less than 10 lakh.

"However, growth is faster in smaller places with 50 per cent increase but demand from those regions is for below Rs 100 products," Gupta said adding that it has formulated new small pack sizes of 'nano deo' to attract the buyers from those non-metro regions. Vanesa Care is spending upto Rs 30 crore on marketing and has roped in Bollywood actor Saif Ali Khan as its brand ambassador. It would continue to spend 20 per cent of its sales on branding for the next five years, he added.

"We are opening distribution in the UAE and Pakistan this month. We would also distribute to Nigeria, Egypt, Malaysia, Singapore, Hong Kong and other markets by the end of this financial year," Gupta said.