Future Group ventures into men''s grooming category

Kishore Biyani-promoted Future Group today said it has ventured into the men''s grooming category with the launch of ''John Miller'' range of deodorant sprays, as it looks to expand into the private labels segment. The company, which already sells John Miller men''s apparel, said the deodorant range will be available in all the Big Bazaar and Food Bazaar outlets across the country and later on at other Future Group formats.


"Increasingly consumers are graduating to wearing different accessories for different occasions, we capitalised on this insight and developed fragrances that would match different occasions/moods and thus drive consumption," Future Group Business (Head - Private Brands) Devendra Chawla said. The company said it will be selling the deodorants under three variants -- PowerPlay, Flirt and DarkNight.

The latest foray comes at a time when the group is aiming to increase its private label business to around 30 per cent of its total sales in major formats like Big Bazaar and Pantaloons. Future Group has recently been expanding its private labels foraying into categories like toothpaste, processed foods and other personal hygiene products like diapers and paper napkins and CleanMate deals in Home Care products.

Last month, it had expanded the ''Sach'' brand by introducing toothbrush range.