It has officially been declared that Bollywood superstar Hritik Roshan is the new face for Emami’s ‘HE’ range of deodorants.

The Kolkata based firm is all set to come up with a new range of male deodorants which they believe is the fastest growing category in male grooming.

The FMCG firm plans to roll out the brand throughout the nation keeping in mind the top 23 cities, starting with the north, west and east, and moving towards the south in the next phase. ‘He’ will be the second dedicated male grooming brand for the company after fairness cream Fair and Handsome.

“We expect a market share of 5-7 per cent in the category in the next 2 years. We would like to to become a leading player in the segment going ahead,” Emami Ltd Director Harsha V Agarwal told Press Trust of India.

The celebrated actor is also the brand ambassador for some of the top most brands like Rado and Mountain Dew.