“Kya Chal Raha hai?………… Hamare Yaha Toh Fogg Chal Raha hai.”
Everyone must have heard this line. This television advertisement became famous among the people in just 3 years and Fogg quickly became India’s best selling deodorant. The name of the company making Fogg is Vini Cosmetics Pvt. Ltd. and its founder is Darshan Patel.
Darshan Patel earlier worked for his family company Paras Pharmaceuticals, where he created brands like Move, Crack, Itch Guard. After this, due to family dispute, he separated from there and started Vini Cosmetics.
Today know the story of Fogg Founder Darshan Patel –
Who is Darshan Patel?
Darshan Patel is the Founder and MD of Vini Cosmetics Pvt. Ltd. Darshan Patel graduated in Chemistry and then started working in his family business, Paras Pharmaceuticals, in 1985. While working in this company, he branded pharma products like Move, Crack, Itch Guard. He made Paras Pharmaceuticals, which had an annual turnover of Rs 50 lakh, a company worth Rs 100 crore.
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The idea of Crack Heel came from seeing women in the train
Due to his work, Darshan often traveled in local trains of Mumbai. There he would often see cracked heels of women and think about the reason behind it. Because he had a degree in chemistry, he started working in this subject. Soon he found a solution to this problem and named the product Crack Heel.
This is how Fogg was made famous
In 2006, due to family differences, Darshan broke his ties with Paras and started his own company Vini Cosmetics Pvt. Ltd. in 2009. In 2010, he launched Fogg, but initially very few people liked to take this product. Then he conducted a market survey and found out that customers complained that deodorants usually ran out quickly. To deal with this problem, he marketed Fogg as a gas-free perfume, as a result it became very popular among the people.
Fogg gave tough competition to all the deodorants of that time. According to media reports, the market cap of Vini Cosmetics had reached ten thousand crores in 2021. Darshan did not have any major degree, but after understanding the customer’s need, he applied it to his product and today Fogg has become India’s most famous deodorant brand.
