Bengaluru : Park Avenue Fragrances, a leading perfume and deo brand from Godrej Consumer Products Ltd (GCPL), is deepening its footprint in the men’s deodorant category with a sharp focus on premium fragrance performance at accessible pricing. As the market continues to evolve with more discerning and experience-led consumption, Park Avenue is tapping into the next wave of category growth by reimagining its deodorant portfolio, starting with the launch of Amazon Woods, a 4X Premium Perfume Spray that marks a bold shift in format by delivering elevated fragrance performance and value, now presented in refreshed, premium packaging.

Backed by decades of trust and relevance, Park Avenue Fragrances today has strong presence in India’s ₹2800 crore deodorant market. With a legacy rooted in crafting high-performance grooming products for the modern man, the brand is now scaling its category ambitions by introducing new formats and olfactory experiences designed for today’s confident, style-conscious consumers.

This category push is being led by fragrance innovation, with a clear goal to make superior, long-lasting perfumes available at deodorant price points. Leading this new chapter is Amazon Woods, a 4X Premium Perfume Spray priced at ₹225. Compared to other deo perfume sprays, it delivers four times the perfume concentration per spray, meeting a core consumer expectation: a deo that doesn’t just mask but defines presence.

The fragrance is thoughtfully layered with citrusy top notes of Lemon, Mandarin, Bergamot, and Tea, spicy heart notes of Orris, Nutmeg, and Cinnamon, and a powerful base of Sandalwood, Patchouli, Vetiver, Ambergris, and Musk making it a bold yet balanced choice for the everyday man who demands more from his grooming essentials.

“Consumers in the fragrance category seek exceptional scents that truly last. Inspired by this key insight, we’re excited to introduce Amazon Woods – the newest addition to the Park Avenue range. It’s a beloved fragrance known for its long-lasting performance, all at a price that’s remarkably affordable “said, Neeraj Senguttuvan, Head of Marketing – Personal Care, Godrej Consumer Products Limited (GCPL).

Park Avenue’s expansion strategy will focus on general Trade (GT) channels, where demand for high-performance yet affordable fragrances is seeing rapid growth. The brand also aims to drive engagement through a mix of digital outreach and retail activation that resonates with younger, aspirational audiences.

The Park Avenue Amazon Woods TVC, conceptualised by Godrej Creative Lab, features actor Ishaan Khatter in a relatable corporate scenario. Just as he’s about to present to his boss, he’s surprised to see not one, but three additional senior leaders join the meeting. A colleague makes a snide remark that he now has to impress four times the audience. Unfazed, Ishaan confidently reaches for the Park Avenue Amazon Woods 4X Premium Perfume Spray, declaring that he’ll now earn four times the applause. The film showcases how the fragrance delivers a 4X boost of confidence, turning pressure into performance.

As Park Avenue strengthens its position in the deodorant aisle, its broader ambition remains clear — to own the intersection of confidence, grooming, and everyday sophistication for men across India.