FOGG deodorants, the flagship brand of Vini Cosmetics, have created a splash by being the Number-1 deodorant sold in India since the last 4 quarters and that too, within just 3 years of its launch. It has trumped the iconic Axe brand, the erstwhile leader, as well. As per industry sources, the market shares in the Rs. 2,500 crores deodorant market indicate that FOGG deos lead the pack with ~2.7X the market share of that of its trailing competitors. Mr. Darshan Patel is known to be the creator and master marketer of several brands in Paras Pharma's product basket. He is renowned to have a knack and a flair for identifying a gap and then creating a product to fill that gap. He believes in creating brand names that denote functional value which help in establishing an instant connect with the consumers. Vini Cosmetics Pvt. Ltd., launched its operations in 2010. In just four years since its birth, Vini has achieved a stupendous top-line in the fiercely competitive FMCG space - In FY 2014, Vini clocked sales of Rs. 350 crores with 75% of revenues being contributed by FOGG deodorants.
FOGG deodorants, the flagship brand of Vini Cosmetics, have created a splash by being the Number-1 deodorant sold in India since the last 4 quarters and that too, within just 3 years of its launch. It has trumped the iconic Axe brand, the erstwhile leader, as well. As per industry sources, the market shares in the Rs. 2,500 crores deodorant market indicate that FOGG deos lead the pack with ~2.7X the market share of that of its trailing competitors.
Mr. Darshan Patel is known to be the creator and master marketer of several brands in Paras Pharma's product basket. He is renowned to have a knack and a flair for identifying a gap and then creating a product to fill that gap. He believes in creating brand names that denote functional value which help in establishing an instant connect with the consumers.
Vini Cosmetics Pvt. Ltd., launched its operations in 2010. In just four years since its birth, Vini has achieved a stupendous top-line in the fiercely competitive FMCG space - In FY 2014, Vini clocked sales of Rs. 350 crores with 75% of revenues being contributed by FOGG deodorants.
Vini has certainly attained an enviable pace and growth in a short span of time; the Rs. 110 crores raised by Sequoia in 2013 will only further aid its future plans for expansion. Its expected foray in OTC Healthcare products and packaged foods could prove to be challenging as this segment has a more stringent regulatory environment unlike the personal care segment.
Question:
What factors have contributed to the success of Vini Pharmaceuticals? Can it continue to be a trailblazer? Suggest suitable strategies to combat the might of the FMCG giants - Hindustan Unilever, Procter & Gamble, Dabur etc.
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