The Power Of I 2017

Fragrance King

How Vini Cosmetics managed to beat multinationals at their own game with Fogg

RA Chandroo

Vini Cosmetics has been well and truly a disruptor in the Indian deodorant industry. By tapping into the existing gap in the market, its founder Darshan Patel decided to introduce a deodorant with a non-aerosol pump that didn’t require any gas. This resulted in the emergence of Fogg, a deodorant without gas – a first of its kind in India. Although a late entrant, it has successfully managed to reposition the way men’s deodorants have been viewed by the Indian consumer.