‘Axe’ brand extends to men’s soap segment.


Aug 17, 2012: After introducing Axe male deodorants and then extending the brand to shower gel early this year, HUL is now entering the soap space for men with their Axe brand. Axe soap which is priced at RS 35 for 90 gms targets young affluent Indian males.

It is estimated that Indian soap market is worth Rs 6500 crore and the top two brands in the segment namely, Lux and Lifebuoy comes from the HUL family. The company with its established brand is betting high on male grooming pace in India which is showing a booming growth. However, HUL need to wait two to three years to make a strong brand presence in the male grooming industry and requires a high level of investment.


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