Competition in the Rs 1,100 crore Indian shampoo market is set to hot up. Procter & Gamble, the US consumer products multinational which so long has focussed on premium line, is entering the economy segment of the shampoo market, hitherto led by domestic giant Hindustan Lever Ltd. | |
| P&G has quietly launched its third largest shampoo brand, Rejoice, in India with an aim to capture a foothold in the mass market. |
| |
| When contacted, Procter & Gamble sources confirmed the development, but refused to divulge more details. |
| |
| After a gap of over six years, P&G is launching one of its mega brands in the country. In 1997, it had launched the premium Head & Shoulders brand. |
| |
| Priced at Rs 39 for an 100 ml pack, Rejoice is positioned against HLL's Clinic Plus that is priced at Rs 37.50 for 100 ml. |
| |
| Leo Burnett, that ad agency which has the Rejoice account, will soon launch a campaign on the new product. |
| |
| Sunsilk from HLL's stable is sold at Rs 50 for 125 ml, while P&G's Head & Shoulders is priced at Rs 64 for a 100 ml pack, and Pantene at Rs 61 for similar pack. |
| |
| HLL is the top dog in the shampoo market with a share of 54 per cent, with Procter & Gamble sharing of about 15 per cent. P&G's main brands, Pantene and Head & Shoulders, are positioned in the premium segment of the market. |
| |
| Recently, P&G has shifted its strategy from being value-driven to volume-driven and has undertaken price cuts to enhance its share in the market. |
| |
| Rejoice will be imported and sold India like it does for Pantene and Head and Shoulders. The US multinational has stopped local manufacturing of shampoos in 2000. |
| |
|
| |
