P&G targets higher share in shampoo mart

Cosmetics major Procter and Gamble (P&G) on Friday said it was targeting a larger share of the Rs 900 crore shampoo market claiming that this was the fastest growing FMCG category in the country.

P&G, which is currently positioned at number two with a 20 per cent market share, launched 'Rejoice', a new shampoo in three variants in a bid to capture a larger market share, which is so far cornered by FMCG giant Hindustan Lever.

Rahul Malhotra, the country marketing manager of P&G India, claimed at the launch of the new product here today that Rejoice was the highest selling shampoo brand in Asia and the third largest shampoo brand in the world.

"Of the Rs 900 crore shampoo market, the Andhra Pradesh market constitutes around Rs 50-70 crore. We are eyeing a significant share in the Andhra Pradesh market," he said. He, however, refused to divulge the sales target in Andhra Pradesh.

The new brand is available at an affordable Rs 2 for 7.5 ml sachet, Rs 39 for a 100 ml bottle and Rs 75 for a 200 ml bottle. At present, P&G imports the product from Thailand.

Till now, P&G had two shampoo brands in the market, Pantene and Head and Shoulders, with the last having been launched way back in 1997.