Axe will be sourced from Europe where it is being manufactured for the Indian market, a company spokesman confirmed. The deodorant brand, priced at Rs 110 for 150 ml, will be targeted at young men in the age group of 16-24. The brand is being contract manufactured by Caola in Europe, specifically for the Indian market.

``Our task is to strongly establish Axe in the Indian market. Extensions will be evaluated only after the Axe equity is fully formed,'' the company said. The range launched in Mumbai includes `Java', `Alaska' and `Atlantic'. Internationally, Axe is also present in `Inca' and `Adrenaline' variations.

Being the third deodorant brand in HLL's kitty, Axe will presumably compete with existing deo brands Denim and Rexona. Denim is a full range of male toiletry products including after-shave lotion, shaving cream, deodorant sprays and sticks and talcum powder.

Both Denim and Rexona are priced at around Rs 94-95 for a 150 ml spray, which gives Axe a premium tag in pricing. However, unlike Axe, Rexona and Denim are locally manufactured. While Rexona is a brand targeted at both men and women, Denim is a brand exclusively for men. Pond's is yet another deodorant brand in HLL's stable, and this is targeted at women. At the lower-end of the market, HLL has Elle-18 deo-sprays targeted at teenage girls.

According to the company, Denim has a distinct position from Axe and thus targets a different group - from 22 year-old onwards. ``Axe will target a much younger group as compared to Denim. We will attempt to position Axe as a cult brand for young men and our marketing strategy and its implementation will reflect this,'' the company said.

Internationally, the brand is targeted at the age group of 15 to 25-year-old male consumers. Lintas is the global advertising agency for Axe, and the agency will also work on the creative for the brand in India. Axe already commands a commendable presence in the Indian grey market.

In order to grow the rather nascent deodorant market (size: Rs 72 crore) in India, HLL has not only resorted to aggressive advertising and promotion, it has also introduced the concept of small unit size packaging, for Rexona, to increase volumes.