CavinKare, the Chennai-based FMCG major, has re-launched its Nyle range of herbal shampoos.
The range will sport new packaging and product formulation, with a campaign featuring the company's new brand ambassador, Rashmi Ghosh, Miss Earth 2002 and TV actress.
At a press conference, Mr Ramesh Viswanathan, Vice-President-Marketing, CavinKare, said, "The herbal segment within the shampoos category is considered to be traditional and non-contemporary.
We expect to change this perception and are expecting shares to go up for the Nyle brand post its re-launch."
The 13-year-old Nyle brand has presence in the northern and western markets. Mr Viswanathan said, "It is the northern and western markets which have demand for herbal shampoos while the southern markets have a preference for cosmetic shampoos."
No change in price
Post- re-launch, there would be no change in the pricing of the products.
The Nyle brand has a two per cent value share in shampoo segment while CavinKare's largest selling shampoo brand continues to be Chic, with a 20 per cent share.
The company is also planning to launch its premium shampoo brand, Meera, in the western market.
"We recently re-launched the Meera brand and have been testing it in Maharashtra," he said.