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Industry & Competitive Context At the time of Engage's launch, the Indian deodorant market was valued at approximately Rs 2,300 crore and was one of the fastest-growing sub-segments within personal care, a category that industry coverage noted was growing significantly faster than FMCG at large. The market was dominated by Vini Cosmetics' Fogg, Hindustan Unilever's Axe, McNROE Consumer Products' Wildstone, and J.K. Helene Curtis' Park Avenue, alongside global entrants such as