Growing at 18% annually, the deo market jumped from Rs 500 crore to Rs 2,300 crore between 2009 and 2014. A staggering 986 varieties of deos (from 500 brands) are sold across markets, with as many as 103 recent launches. Fogg, which replaced Axe as the No.1 player, enjoys 12.5% market share, followed by Engage (8.1%), Axe(6.9%) and Wild Stone(6.9%).