Apparel firm Vemb Retail has forayed into the personal care and grooming space with the launch of a new men's deodorant brand 'Rover'.
A wholly-owned subsidiary of Vemb Lifestyle, the company said it also plans to launch more FMCG products such as shaving gels, razors, shower gels, conditioners and roll-on sticks.
"Rover is a new entrant in the men's deodorant category, we wanted to create a different brand proposition that sets us apart from the rest of the existing players," Vemb Retail MD Punit Agarwal said.
The company, which pegged the deodorant market in India at Rs 2,000 crore, has launched six different variants of the deodorant, priced at Rs 180 for a 150 ml bottle.
The company has also launched a pan India contest - 'Khula Dhakkan Nikla Hero'. Winner of the contest may get a chance to become the hero of Rover Deodorant's television commercial, its said in a statement.
