MUMBAI: It’s moving on to a new track. Youth fashion brand Fastrack has moved into the premium mass fragrance market with the launch of a new perfume range which is catering to the growing demand for affordable yet high-quality fragrances.
The target audience: Gen Z. The Indian perfume market is experiencing rapid growth, particularly in the value segment (sub-Rs 1000). This surge is driven by a new generation of consumers who prioritise personal care and self-expression. With increased awareness and the influence of social media, more and more people are recognizing the power of fragrances to enhance their personality and lifestyle.
Through consumer research, the brand has identified key occasion-based usage scenarios and developed fragrances that perfectly complement these moments.
"The Indian fragrance market is experiencing a significant shift. Our research shows that young Indians are ready to graduate from deodorants to fine fragrances, but they seek affordable options that don't compromise on quality,” stated Titan Co CEO fragrances & fashion accessories division Manish Gupta. "The launch addresses a critical market gap in the affordable premium segment, as young consumers increasingly upgrade from deodorants to fine fragrances. These cohorts use fragrances not just as a grooming essential, but as a means of self-expression and style enhancement. As a trusted youth brand, our new perfume range is uniquely positioned to serve this emerging consumer base with premium fragrances that align with their lifestyle and aspirations. "
The new collection comprises six distinct fragrances. For men, the range includes Night Out, a sophisticated woody fragrance with oriental notes; Rush, a fresh woody scent for dynamic personalities; and Ease, a classic fougère for everyday confidence. The women's collection features Lush, an indulgent floral fragrance; Girl Boss, a powerful floral scent for the modern professional; and Wander, an oriental fragrance for the free spirit.
Fastrack's new range is strategically priced at Rs 845 for 100ml, targeting the high-potential sub-Rs 1,000 segment.
Fastrack has released two engaging films that resonate with the values and aspirations of Gen Z. Sick Leave celebrates the importance of mental health and self-care, challenging traditional notions of workplace culture. Date – a twist you didn’t see coming emphasises the importance of empathy, understanding, and authenticity in modern relationships.
