The Indian personal-care market is moving beyond fragrance-led products, with consumers increasingly looking for solutions that address everyday hygiene concerns. Whole-body deodorants are emerging as one such category, especially among younger consumers who are more conscious about ingredients, product formats and long-lasting efficacy. Astha Jain, Co-founder of imfresh, who appeared on Shark Tank India Season 5 with the brand, believes this shift reflects a genuine gap in the market. From changing consumer habits and The Rise of quick commerce to ingredient-conscious buying, Jain shares What Is driving the evolution of India's deodorant and personal-care landscape.
