Zodhita Health Solutions Pvt Ltd, the India operations of Zodhita Inc, USA, has announced the introduction of its Zuska range of personal products in India. The range will consist of deodorant and antiperspirant sprays, deodorant sticks, foot sprays as well as deodorant soaps.
The media duties of Zodhita Health Solutions are being handled by Viraj Majumdar and will be released through media agency Three Brothers. Boiling Point is the creative agency on board.
“We will be spending Rs 10 crore in the next six months on the Zuska range of personal products,” Shankar Shinde, Country Manager, Zodhita Health Solutions, said. “A 360 degree initiative for the brand, including TV, print, social media, OOH, BTL activities and viral marketing will be undertaken and there are plans to get in to e-commerce initiatives and Internet buying soon,” he added.
Shinde further said, “We aim to capture 5 per cent of the market share of the estimated Rs 700 crore deodorant spray markets; whereas the stick market is a new category and Zodhita will be the first entrant in this category in India. We estimate the market size to grow into Rs 100 crore over the next 1-2 years, and aim to capture 80 per cent of the market share.”
He felt that since the foot spray was a new category in the country, the market must be developed first. Zodhita aims to make its deo soap a Rs 50-crore brand in the next 2-3 years. The target group for the Zuska range is the 18-20 age group.
Zodhita’s launch in the Indian market sets the ball rolling for the brand’s international launch. With some of its products having been already placed in the US, the company will be launched in other SAARC markets in the next six months.