The 57-year-old Dabur Amla hair oil has given itself a face-lift with Rani Mukherjee now gracing its new-look bottles.
The yesteryear reigning queens of Bollywood — Jaya Pradha, Sri Devi, Juhi Chawla and Karisma Kapoor — who endorsed this product on silver screen since 1980, did not have the chance to grace the Dabur Amla bottles, which went with a picture of an unidentifiable young woman.
But all that has changed as the brand ambassador Rani Mukherjee will now be reaching out to the 35 million strong customers of Dabur Amla hair oil with her picture on the bottles. However, details about the tenure of the agreement between the actress and the company, as to whether the latter would be using her picture for a specific period, were not available.
Dabur has extended its association with the Bollywood star with a brand restage and new packaging. With the brand ambassador's face now on the front label, the company expects to increase its current 18 per cent growth in the hair oil segment.
Dabur Amla was launched in 1950 and it began to be endorsed by India's beauty queens in 1980. The company shifted from glass to PET bottles in 2000 and achieved the Rs 200-crore milestone in 2005, the Dabur's Group Product Manager, Mr Mukesh Mishra, told reporters here after launch of the new- look product in Gujarat, which has the company's six per cent hair oil market.
India's hair oil market is worth Rs 2,200 crore, equally divided between perfumed and coconut segments. The Rs 250 crore Amla oil is the largest brand of Dabur India's portfolio. It is today the largest hair oil brand in India with over 35 million consumers, he added.