The Kishore Biyani-led enterprise is making a foray into the personal-care segment with a range of deodorants for youth in its Denims, Jeans and Casuals (DJ&C) brand, which is expected to cross the Rs 200-crore mark this year, fuelled largely by apparels and the deo category.
“We are bullish on our private brands and have a range of products in the food, apparel, FMCG and consumer durables space.
We are planning to extend our youth apparel brand DJ&C into the personal-care segment and products in men”s grooming category in the John Miller Brand,” Future Group Private Brands (Head) Devendra Chawla told PTI here today.
The retailer is also expecting a healthy 20-25 per cent share from its deodorants business from the current 10-15 per cent in its retail outlets alone.
The deodorants would, however, not be in direct competition to FMCG players like HUL, Godrej or Elder Health Care as private brands would be sold only through the Group”s outlets like Big Bazaar, Pantaloons and Central, he said.
The deo market in India is pegged at Rs 800 crore with around 65 different brands in the organised sector.
“There is enough room for everybody as deo is a high growth category with much consumption play in the youth segment,” Chawla said.
The Group that launched the deodorant line in DJ&C, the company”s largest selling brand, also plans to enter into other categories eventually, Chawla said, without giving a timeline for this.
It already has a personal-care range in its John Miller brand, the male formal dressing brand for the working executive, and plans to launch a grooming range, he added.
“Indian youth today have a fashion world view, following global grooming codes and want to look like the more famous brigade. DJ&C intends to extend the Look Famous platform with products that would contribute to the overall style quotient of its customers.”
Date, Hangout and Street are the three variants for the boys followed by Show Stopper, Shine and Sparkle for the girls. The product has been priced at Rs 109 as an introductory offer.
“DJ&C would be the second brand from Future Group to enter this category after John Miller. Both these brands cater to different customers. While John Miller looks at catering to office-goers, DJ&C will look at reaching out to the college-going youth,” he said.
