| Procter & Gamble (P&G) has phased out its old range of Pantene shampoos with the launch of its new range of products with Amino Pro-V Complex. Ace model Katrina Kaif has been roped in as brand ambassador for the new range of shampoos. She will be appearing in its commercials from December.
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| Speaking to Business Standard on the sidelines of the launch of their new range of shampoos in the city, K Parthasarathi, district manager (Andhra Pradesh) for P&G, said that the entire inventory of shampoos was withdrawn from the market last month itself.
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| A new plant for its haircare range is also in the offing in India. “At present, we import our haircare products from Thailand,” Parthasarathi said without giving more details.
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| “Around six to seven years of research have led to the development of these products and they have not been tested on animals,” Colin D’Silva, P&G beauty scientist, said. “Annually we spend around $1.5 billion on research at our centres in Europe, the US and Japan,” he added.
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| The total size of the haircare market in India is currently valued at Rs 1,100 crore and is estimated to be growing at about seven per cent annually.
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| “Andhra Pradesh contributed to around Rs 25-27 crore in the shampoo market last year and for the entire range of P&G products we earned around Rs 80 crore in this state. The Lively Clean brand of Pantene shampoo has the maximum usage in south India,” Parthasarathi said.
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| Alka Shukla, key account manager with P&G, said: “Andhra Pradesh is among the largest markets for our hair-care products. It has a compounded growth rate of 7-8 per cent. For the entire range of P&G products, Andhra Pradesh market grew by around 34 per cent last year. This year we are targeting a growth rate of 50 per cent.”
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| “We have been performing better in coastal Andhra than Telangana and Rayalaseema regions and we expect to increase our sales in the less-performing areas as well,” Shukla said.
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| “Our other products have also been performing considerably well. Tide’s sales have gone up by about seven to ten times from last year,” she pointed out. |
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