Deodorant Is Dead: India’s Fragrance Market Undergoes a Structural Shift

The fragrance industry in India is undergoing a dramatic transformation. Once dominated by deodorants as the affordable entry point, the market is now shifting toward affordable Eau de Parfums (EDPs). Driven by consumer demand for long-lasting performance at mass price points, deodorants are fast losing their relevance in India’s fragrance story.

In this article, we’ll give you a sneak peek into the latest perfume industry insights based on consumer research from Smytten PulseAI. These findings reveal how deodorants are being overtaken by perfumes, and why affordable EDPs are emerging as the new mainstream.

Key Insights from the Report

Deo’s Last Breath

Consumers are migrating away from deodorants. Perfumes (EDPs) have now overtaken deodorants as the most preferred fragrance type, marking a decisive shift in India’s fragrance and perfume market.

All-Day Aura

Longevity is now the #1 purchase driver. Indian consumers demand fragrances that last, leaving deodorants’ short-lived freshness behind and fuelling demand for EDPs that deliver all-day wear.

Affordable Scent Shift

Price sensitivity remains entrenched. With most consumers unwilling to spend beyond ₹1,000, affordable EDPs that offer premium-like performance at everyday prices are rewriting the value category once owned by deodorants

Consumer Insights Shaping the Fragrance Industry

The fragrance industry in India is in the middle of a structural reset, and consumer insights are critical for brands navigating this shift. From understanding why longevity now outranks freshness to decoding how trial-first behaviour is driving the adoption of EDP minis, insights allow brands to stay ahead of disruption.

By leveraging research tools like Smytten PulseAI, fragrance and perfume brands can decode evolving consumer behaviour, identify growth opportunities, and fine-tune their product portfolios — ensuring they pivot in time to capture the affordable EDP boom.

Unlocking the Power of Data-Driven Decisions

At Smytten PulseAI, we help businesses uncover hidden patterns and track evolving consumer preferences with speed and accuracy. Whether it’s understanding the decline of deodorants, the rise of affordable perfumes, or exploring sustainability and personalisation trends, our AI-powered market research tools equip brands with actionable insights in just 72 hours.

The Future of Fragrance in India

The perfume and fragrance market in India is entering a new era. Deodorants, once the backbone of the category, are in structural decline. The future lies in accessible, performance-oriented perfumes that balance longevity with affordability.

To explore the full story and discover how brands can win in this evolving landscape, download our complete Fragrance Industry Consumer Insights Report.

Smart Insights For A Smarter Foresight