The Denver fragrances and grooming brand, promoted by Hamilton Private Limited (HSPL), is recalibrating its strategy beyond its basic fragrances business to draw on level 2 and 3 markets, while expanding internationally and diversifying in personal care categories such as body care, Saurabh GUPTA, president and director of HSPL manager, He told Etreteil in an interview.“The question is moving more and more to smaller cities, in which the increase in aspirations and the penetration of electronic commerce are accelerating the adoption of the categories,” said Gupta. The regional distribution partners are helping the penetration of the deepest market, he added.
In addition to fragrances
With the domestic perfume market accrued in Metros, HSPL is now focusing on categories submitted such as washing the body, which sees a significant waiter has a growth. The company is also investing in travel packages and hair care products and reducing production to satisfy the growing demand among cases of use of personal care.GUPTA said: “The washing of the body remains a category of niche in India compared to bar soaps, but the use is constantly increasing”. To accelerate this pivot, HSPL is also evaluating the acquisition opportunities in the home care segment and personal care.
Following the trends established by the evolution of the D2C players, Denver is moving from being a single category brand to a multi-category personal care brand. The company is aligning its face, hair and body care in a unified identity of the brand to improve the trust and visibility of consumers through the shelves, said Gupta.
“Today consumers feel comfortable in seeing the same brand among the grooming categories. This has influenced the way we extend the Denver wallet,” he added.
Distribution, expansion and positioning of the brand
HSPL is expanding its distribution of pan-India, aiming for urban and rural markets with specific SKU by region to overcome the limitations of space on shelves in smaller cities. “The focus is now reaching the closest mass products to where they have the potential to climb,” said GUPTA.
Denver currently has a share of about 9-10 percent of the Indian perfume segment and aims for modest growth this budget. To expand the appeal, the company is introducing new formats such as rollers for perfumes, aimed at consumers in search of a portable and discreet application.
While its core remains en masse and convenient, Denver is also building a premium layer with lines such as the Autograph collection, at the price of about 2,000 RS.
Looking to the future, HSPL wants to expand in 35 countries globally and capture at least 15-16% in India. GUPTA said: “The idea is to raise the brand and bring world -class products to Indian consumers who are now willing to spend but expect authenticity and quality”.
On the global front, Denver is growing in Canada, Mexico, Brazil, Venezuela and parts of the South -East Asia and the Middle East and is observing markets such as Australia and North America after participating in key commercial Expos, the company has shared.
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