Business Standard reports that the woes of Axe continues unabated. In the quarter ended June 2014, Axe was relegated to third position,this time by WildStone . Fogg leads the market with 17% share followed by Wildstone with 6.9% and Axe with 6.8% share. The new entrant Engage from ITC has 6.5% share offers further headache for Axe.
Surprisingly Axe has been virtually silent atleast in Kerala market with virtually no promotions. If this trend continues, we are going to see this brand fading out from the Rs 2500 crore market which it created.