Deodorant manufacturers are hoping to boost deodorant penetration in India by introducing smaller, low-price packs, according to a report published by The Hindu Business Line.

Seven major brands now offer attractively priced, small format deodorants and body sprays costing under R100, including Beiersdorf’s Nivea, Park Avenue, Cinthol, ITC, KamaSutra, Emami and Marico.

“LUPs (low-unit priced packs) help consumers to try and experiment often. For a marketer, it ensures brands remain in the consumer’s monthly purchase baskets. They drive penetration, induce trials and help deliver increased value for money,” Sameer Satpathy, Chief Executive, Personal Care Products at ITC told The Hindu Business Line.