Indian FMCG companies rely heavily on fairness creams for boosting their overall sales because of the significance placed on fairness by Indian consumers. Due to the diverse nature of India, consumers from various regions tend to have their own brand preferences.
Our project aims to discover the brand preference of consumers for fairness creams and explore the factors that influence their preferences. Through this research, we gained valuable insights into consumer behavior, attitudes, and feelings. The market size for fairness cream in India is estimated to be Rs. 800 crore and experiences a growth rate of 15-20% annually.
The market for fairness creams in India is dominated by HUL’s ‘Fair & Lovely’, which holds a 76 percent market share, and Cavin Kare’s ‘Fairever’, which holds a 15 percent market share. Other notable players, including Godrej’s ‘Fairglow’, Emami’s ‘Fair and Handsome’, Vicco, and Himalaya, share the remaining market share. Approximately 20 percent of fairness cream sales in India are attributed to male consumers. Both existing and new players are focused on enhancing product quality and ingredients as they enter the Indian market.
Our project is focused on the research conducted about the following aspects:
- The market for the new brand Fairever Fruit Fairness Cream
- The competition Fairever face from Fair and Lovely and other brands
- The general perception regarding fairness creams
- The ways people believe they can enhance their complexion
- The perception people associate with fruits in terms of fairness.