Darshan Patel

Vini Cosmetics

Redefining India’s deodorant market

Darshan Patel is the Founder and Managing Director of Vini Cosmetics Pvt. Ltd.ꟷ the market leader for deodorants in India. He has redefined the deodorant market in India and propelled his company into a market leading position. The company reported net revenues of over INR 1,000 crore in 2020.

Darshan Patel is a prolific brand builder. He led his family business, Paras Pharmaceuticals to becoming India’s fastest growing pharma company. He is credited with creating iconic brands, such as Moov, Krack, Itchguard, Dermicool, and D’cold. Driven by the passion for creating new brands, Mr. Patel launched Vini Cosmetics’ first and most successful product, Fogg in 2011. In a market dominated by gas-based deodorants, Fogg’s unique positioning “No Gas, No Wastage; 800 sprays guarantee” became an instant hit with customers. The market favourably responded to such a distinct and simple marketing message.

Mr. Patel attributes his success to being closer to the consumer through consumer research. Colleagues and associates remark that he inspires them with his ability to follow his entrepreneurial instinct with conviction, keeping track of the dynamic environment and his faith in his team to go beyond their limits.

Vini Cosmetics has a strong presence in south-east Asia, the middle east and Africa.