The launch is slated for the summer season this year, HLL marketing controller (personal products) Dalip Sehgal told The Financial Express. Calvin Klein and Elizabeth Arden are part of Calvin Klein Cosmetics Company, a subsidiary of Unilever Plc.

The entire range of Calvin Klein - popularly known as CK - was rolled out in the Indian market in December last year. According to Sehgal, the company decided to launch CK first, as the brand commands a higher brand equity among Indian consumers as compared to Elizabeth Arden.

HLL has waited for the right kind of retail ambience to be created in the country before plunging into the fragrances market. With the coming up of mega shopping malls such as Crossroads, brands like CK and Elizabeth Arden are endeavoring to carve a niche for themselves in the still nascent market.

Sehgal said that Elizabeth Arden would be launched in the same price range as Calvin Klein, and will be housed in identical retail environment targeting the top three per cent of the urban elite. The price of CK starts from Rs 1,600 onwards. The pricing strategy is such that it is globally competitive. The multinational had said at the launch of CK, that it plans to become the leading prestige fragrance brand in the premium-end Indian fragrances market within one year. For promoting CK, the company has stuck to the international advertising.

The CK range includes shared brands for women and men under `Obsession', one of the earlier launched brands in the global range, `Eternity', `Escape', `cK one', `cK be', and the recently launched `Contradiction'.

The range is being retailed at exclusive premium outlets in the metro towns and select mini metros. In Mumbai, for instance, out of the 14 select retail outlets, the range has been showcased at the leading Crossroads, Shopper's Stop, Akbarali's and Vama's, among others.

The total fragrances market in India is valued at Rs 160 crore. The premium fragrances market in India is currently estimated at Rs 35 crore. This market has been growing at a faster pace given that the aspirational levels of consumers has gone up considerably with an increase in disposable incomes.