The air care market, a Rs 50-crore niche about a decade ago, is now pegged at Rs 300 crore, and is growing at an average of 20 per cent year on year, according to industry analysts. The journey began in 2008 when Reckitt Benckiser launched the first “air freshener”, called Air Wick. Available in cans, the products created a niche in FMCG. However, since then, several international and domestic brands have introduced different types of air fresheners in India such as aerosols, electric air fresheners, gels and candles, car fresheners, room and bathroom fresheners. The flurry of activity that followed saw brands such as Dabur’s Odonil, Sara Lee Corp’s (now P&G) AmbiPur, JK Helene Curtis’ Premium, Henkel’s Renuzit and SC Johnson’s Glade. In July this year Godrej re-entered the segment with its Aer brand.

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The air freshener market now offers a wide range of products and a variety of solutions.