When a billion-dollar brand like Axe ruled the Indian deodorant market, no one expected a homegrown challenger to dethrone it. But Darshan Patel had a plan—and it worked. Axe, once a dominating force from Unilever, a long time favorite, popular for its bold and provocative advertisement, faced decline as Fogg burst into the scene.

Darshan Patel was a Gujarati businessman; he did not have any formal business education or corporate background, but was well connected to the roots. He started his journey with the family business Paras Pharmaceuticals. He introduced products like Moov, Crack, Set Wet, Itchguard, Dermicool and D’cold which became household names in India, within their respective categories.
Patel in his career had gained immense consumer insights. In 2010, Darshan sold Paras Pharmaceuticals for Rs 3,260 crores. In 2011 Patel founded Vini Cosmetics and launched the brand Fogg.
During that time Axe had positioned itself as the brand of youth for years, heavily relying on its edgy marketing techniques, curating a rebellious and exciting brand identity. It used explicitly bold, provocative and sensual imagery to attract youth in a highly stigmatized Indian society. This worked initially, but over time it lost substance and its allure. People were seeking genuine and authentic experience instead of flashy promises.

Darshan realized that existing brands focused on only one thing, how to attract women. Fogg entered the market with its slogan- “No Gas, Only Perfume.” This addressed a common consumer complaint about traditional deodorants, that they didn’t last long. Fogg uniquely positioned itself as “No Gas, No Wastage; 800 sprays guarantee.” It became an instant hit with customers, the market favorably responded to such a simple marketing message.

By 2014, Axe was no longer the leading brand with its unabashed pander to male fantasies. Within three years, Fogg became the best-selling deodorant for the fourth quarter in a row.  

The battle between Axe and Fogg is a classic example of how market dynamics shift when unmet consumer needs are met with innovative products and brand image synchronizes with evolving consumer messaging.

Aksheel Dasgupta, a former planner at Mudra Communications in Ahmedabad, said Patel knows what he wants. He has a fixation for his brand names.

The name reflects the brand promises: Set Wet for Wet hair styles, Fogg for liquid perfume, and Crack Jack to heal cracked ankles. There is no jargon, no complexities, just simple brand messaging.

Under Patel’s able leadership, Vini Cosmetics successfully expanded to South-East Asia, the Middle East and Africa, earning a reported net worth of Rs 10000 crore. Patel envisioned something distinct, more than just creating a product and targeting a market gap. He reached the heart of the masses by resonating with their emotions. It was his unyielding determination to synchronize necessity with luxury, which synchronized with the Indian price-conscious consumers.