Fragrance house

Fogg

Fogg launched in December 2011, when Darshan Patel introduced it through Vini Cosmetics, the company he had founded with Dipam Patel in 2010 after leaving Paras Pharmaceuticals. Its initial proposition was a non-aerosol, gas-free body spray built around measured dispensing and reduced wastage. Consumer research found that users felt deodorants finished quickly, leading Patel to develop Fogg around duration and dispensing efficiency rather than fragrance appeal alone. He also conceived and scripted the launch commercials, presenting Fogg as a “friend of good guys and good girls” while avoiding advertising that treated women as objects of seduction. The brand expanded into women’s deodorants in March 2012. In 2015, The Womb developed the “Kya chal raha hai? Fogg chal raha hai” campaign as the brand’s communication became more culturally relatable. On July 15, 2021, KKR completed the purchase of a majority stake in Vini Cosmetics from the founder group and Sequoia Capital, while Darshan and Dipam Patel retained significant stakes. Fogg is associated with gas-free body sprays and the broader “No Gas, No Wastage” proposition rather than one individually documented signature scent.