FMCG major Dabur India Limited is bullish on its air freshener brand Odonil and expects the brand to grow at 35 per cent this year, according to Rohit Prakash Gupta, category head (home care).
The home and air freshening market is relatively new in India, with the penetration level being as low as 4 per cent. The market, which is pegged at around Rs 225 crore, is growing at 25 per cent year-on-year over the last three years.
“We are growing faster than the market and Odonil as a brand has been growing more than 30 per cent year-on-year,” he said after launching the Odonil Good Living range of air freshening gels in Hyderabad on Monday.
Odonil, which was earlier available in block and room freshener spray formats, has pilot-launched this gel in the Andhra Pradesh market.
“South is a major market for FMCG products. Currently, south contributes around 40 per cent to the overall air fresher sales. So, we will launch the products in Karnataka and Tamil Nadu before launching pan-India,” he said.
Dabur India on Monday roped in south Indian film actress Samantha as the brand ambassador for its newly-launched Odonil air freshening gel.