Mumbai, 31st July 2025: Park Avenue Fragrances, a marquee brand under Godrej Consumer Products Ltd (GCPL), has just unveiled its latest innovation—Amazon Woods, a 4X Premium Perfume Spray—redefining expectations in India’s competitive men’s deodorant market. Designed to meet the growing demand for performance-driven, high-quality fragrances at accessible prices, this launch signals a strategic pivot toward premiumization in the deodorant aisle.
What Sets Amazon Woods Apart?
Priced at just ₹225, Amazon Woods boasts four times the perfume concentration per spray compared to regular deo perfumes. It is thoughtfully crafted with top citrusy notes of Lemon, Mandarin, Bergamot, and Tea; layered with heart notes of Orris, Nutmeg, and Cinnamon; and finishes with an impactful woody base of Sandalwood, Patchouli, Vetiver, Ambergris, and Musk. The fragrance is targeted at the modern man who values grooming, sophistication, and standout performance—all rolled into one stylish bottle.
Neeraj Senguttuvan, Head of Marketing – Personal Care, GCPL, shared the vision behind the launch:
“Consumers in the fragrance category seek exceptional scents that truly last. Inspired by this key insight, we’re excited to introduce Amazon Woods – a beloved fragrance now available in a more concentrated and premium avatar.”
TV Campaign Featuring Ishaan Khatter
The marketing campaign is led by a witty and aspirational TVC starring actor Ishaan Khatter. The ad captures a high-pressure corporate moment where Ishaan, undeterred by the sudden arrival of senior bosses, confidently applies Amazon Woods and says, “Ab milega 4X taaliyaan”. The film positions the spray as not just a fragrance—but a performance enhancer.
A Broader Category Strategy
Park Avenue aims to expand its footprint in India’s ₹2800 crore deodorant market by leaning into innovation and consumer insights. Their focus on General Trade (GT) channels will be complemented by strong digital storytelling and on-ground activations.
As Park Avenue continues to anchor itself at the intersection of confidence, grooming, and everyday sophistication, Amazon Woods sets the tone for a bold new chapter. With this move, the brand reinforces its legacy of trust, performance, and relevance in the daily lives of Indian men.
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