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<ul><li>Fastrack has launched a range of 7 perfumes, three each for men and women and another unisex variant.</li><li>The brand has also roped in <keyword id="3805597" type="PERSON" weightage="20" keywordseo="ananya-panday">Ananya Panday</keyword> as the face of the new range of fragrances.</li><li>It will market its products on Digital and through on-ground activations and sampling.</li><li><keyword id="94933" type="PERSON" weightage="20" keywordseo="Manish-Gupta">Manish Gupta</keyword>, Chief Operating Officer, Fragrance and Accessories Division at <keyword id="1824765" type="COMPANY" weightage="20" keywordseo="Titan-company">Titan Company</keyword> Limited is confident that the brand will become bigger than Skinn, the other fragrance product from the house of the Titan Company, within 2-3 years. </li></ul> After creating a niche for itself in the watches, sunglasses and bags segment, Fastrack, the youth brand from the Titan Company has now forayed into the perfume segment. ‘Fastrack Perfumes’ which will target Fastrack’s core audience, the youth segment, is the second perfume brand under the Titan Company, after Skinn, which was launched in 2013. While Titan has marketed Skinn as a premium product at a higher price point, the Fastrack perfumes will target the younger population, and are being launched in 100ml packs priced at Rs 845 for men and women. It also has a unisex variant priced at Rs 995. However, despite being launched 6 years after Skinn, Manish Gupta, Chief Operating Officer, Fragrance and Accessories Division at Titan Company Limited is confident that the new fragrance brand will overtake Skinn in terms of volume in the next few years, given it will appeal to a wider audience and will be coming at a lower price point, in comparison to other perfume brands in the market. In an attempt to grab the attention of its target audience, the brand has also roped in Ananya Panday as the face of the new range of fragrances. Entering the cluttered fragrance market The size of the fragrance market in India is estimated to be around Rs 4,500 crore, out of which only one-fourth accounts for fine fragrances. Close to three-fourth of the pie is captured by deodorants. However, since the base of fine fragrances in the country is very low currently, it presented with a bigger opportunity, which is what prompted Fastrack to enter the segment. Moreover, a lot of the fragrances in the market are currently global brands and most of them fall in the premium price segment. Fastrack, with its lower price point products is out to entice the younger audience that has more money at its disposal now and is increasingly paying more attention to grooming. Explains Gupta, “The category penetration of fragrances is around 9%. However, with rapid urbanization, we’re expecting this category to explode in the future. So this was an exciting space to be in. Moreover, fragrance as a category is very relevant for the younger population and we don’t see a lot of players targeting the youth. So this is a great space for us.” Marketing Fastrack Perfumes Considering the brand will be targeting the youth, which is already an engaged age group for Fastrack, the brand will go all out on Digital. “We will also be doing a lot of ground activations and associations with popular events like <keyword id="6404681" type="ENTERTAINMENT" weightage="20" keywordseo="Sunburn">Sunburn</keyword> where we will be putting up kiosks. Moreover, with Skinn we realized the importance of sampling and will be giving it a push for Fastrack too,” explains Gupta. Industry data shows that most of the consumption for the fragrance segment comes from the top eight to ten cities. “A large part of our sales come from the top 10 towns. However, our efforts would be to expand our reach further and discover the next 10-20 towns. Since the category penetration isn’t too deep, the task at hand is to create a market,” he elaborates. Tackling competition Fastrack has been known to be an irreverent brand and will continue to have a similar brand positioning for its perfume range too. The brand has come up with a differentiated look and feel for the product, with the perfume bottles designed to look like Bluetooth speakers. The collection comprises 7 different perfumes, the names of which are all inspired from music - Trance, Beat and Pulse each for men and women and a unisex offering Solo, in tune with the concept of gender fluidity. However, the fact is that the fragrance segment already has a lot of well-established brands, some of which are international brands and have been around for years. So what would be Fastrack’s strategy to capture the attention of its consumers? “We are really differentiated in terms of what we are offering. We have designed our products to look like a Bluetooth speaker because we wanted to make sure that our perfume bottles don’t really look like perfume bottles. Also, we aren’t really looking at competition. The space is so large currently that more players coming in would be a happy situation because market development would be easier and unit economics would be better,” says Gupta. He also sounds fairly confident about the kind of reception the product would get. “Skinn has been the number 1 brand in terms of both value and volume in the large format stores (LFS) chains for the past three years. And we are gaining share with each year. However, we are fairly certain that Fastrack Perfumes would be a far bigger brand than Skinn within the next 2-3 years. We are expecting to be far higher on volume, in comparison to Skinn in the next few years,” Gupta shares.

Fastrack forays into perfume segment, is confident of overtaking Skinn in terms of volumes in 2-3 years

Tata Group company, <keyword id="6359357" type="COMPANY" weightage="20" keywordseo="Titan">Titan</keyword>, will offer shipping services for its jewellery portfolio to customers in its overseas markets like US, UK, Singapore, Australia and the Middle East. The shipping services will be offered through the company’s eCommerce portal that aims to capture the Indian diaspora living abroad. 
	 
	“This new feature has been launched for a selected range of jewellery products, keeping in mind the interest of non-resident Indians (NRIs), People of Indian Origin (PIOs) in purchasing ethnic products and jewellery from India, especially during in the upcoming festive season,” said the company in a statement. 
	 
	The watchmaker has tied-up with international eCommerce payment firm PayPal for payments and United Parcel Service (UPS) for logistics for its international deliveries. The company also plans to scale its overseas shipping to more countries in the future. 
	 The company’s eCommerce portal offers a plethora of products from the house of Tata Group firms which include jewellery, watches, optical eyewear, sunglasses, backpacks, bags, perfumes, wallets and belts among others. The in-house brands that sell their products on the company’s online portal include <keyword id="138037" type="COMPANY" weightage="20" keywordseo="Tanishq">Tanishq</keyword>, Titan, <keyword id="746871" type="COMPANY" weightage="20" keywordseo="Fastrack">Fastrack</keyword>, Sonata, Xylys, Skinn, Titan Eye+ and international watches licensed under <keyword id="150619" type="COMPANY" weightage="20" keywordseo="Helios">Helios</keyword>. 
	 
	Recently, the company had revamped its online portal in terms of its design in order to woo a greater number of consumers. Titan launched its own eCommerce website in July last year. 
	 
	 
	Representional Image: Indiatimes.com

Titan Targets Indian Diaspora, To Offer Shipping Services Overseas

Watch and jewellery maker <keyword id="1824765" type="COMPANY" weightage="20" keywordseo="Titan-company">Titan Company</keyword> on Thursday said its January-March quarter <keyword id="45663" type="ORGANIZATION" weightage="20" keywordseo="Revenue">revenue</keyword> growth has been "impacted severely" following disruptions on account of Covid-19. The company said its revenue from its jewellery division declined by 5 per cent due to "lost sales" in March. It had a revenue growth of 16.5 per cent in January and February. "Consequent to the serious disruptions in operations in March, revenue growth for the quarter and consequently for the year has been impacted severely," <keyword id="6359357" type="DOMAIN" weightage="20" keywordseo="titan">Titan</keyword> said in its quarterly update. The company further said it is working out its strategy to manage this crisis with particular focus on ensuring adequate liquidity is available till normalcy returns. "Cost will be another major focus area for the company in these trying times," Titan said. The company said sales of jewels division was picking up till the disruption on account of Covid-19. The company had closed all stores from March 22, following a nation-wide lockdown announced by the government. The company further said the wedding jewellery sales were good till Covid-19 disruption. Its 'Watches &amp; Wearables' division reported a growth of one per cent, despite the significant loss of sales in the month of March. "E-commerce was the fastest growing channel for both Q4 and full year. Retail sales in Large Format Stores or LFS (Shop-in-shops) also grew well aided by valentine activation sales and new product introductions," it said. While, its eye wear division reported a decline of 20 per cent in revenue in the January-March quarter. However, its other businesses segment, which is relatively small, witnessed a strong growth of 42 per cent during the quarter over the same period last year. "In fragrances, Fastrack perfumes continue to increase its distribution reach and is now available across over 1,800 outlets and e-commerce channels. "Taneira" opened two stores during the quarter, one each in Mumbai and Bangalore, taking the total store count for the business to twelve covering five cities," it said. India is presently going through an unprecedented complete lockdown of three weeks, ending on April 14, to prevent the spread of the virus. SEE ALSO:<a href="https://www.businessinsider.in/topic/coronavirus">Coronavirus News and Updates</a> <a href="https://www.businessinsider.in/india/news/how-to-check-coronavirus-symptoms-at-home/articleshow/74960334.cms">What are the Coronavirus symptoms and how to check for them at home</a>

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Fastrack forays into perfume segment, is confident of overtaking Skinn in terms of volumes in 2-3 years

Samarpita Banerjee

Titan Targets Indian Diaspora, To Offer Shipping Services Overseas

Purba Das

Titan says Covid-19 has a 'severe' impact on its Q4 revenues

PTI

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