FMCG major Procter & Gamble India is aiming at 25 per cent share of the Rs 1,100-crore hair care market this fiscal. Executive Director Ashok Chhabra says the hair care market is growing at a rate of seven per cent per annum, and the introduction of the new Pantene range and the acquisition of brands like 'Wella and Clairol will help in increasing market share.
Launching the latest range of Pantene, Chhabra said the Amino Pro-V complex variant, priced at Rs 98 for 200 ml, Rs 51 for 100 ml and Rs 2 for 7.5 ml sachet, is at present being imported. Other brands like Rejoice and Head & Shoulders were also being imported. “The firm, at present, does not have the requisite infrastructure for manufacturing these products in the country,” he said.
P&G currently spends around eight to 10 per cent of its Rs 1,000-crore turnover on advertising. The new range of Pantene will be aggressively promoted through TV ad campaign that’s likely to hit the media on October 2. The international ads will be dubbed in almost all regional languages and Hindi. Grey Worldwide handles the account. A lot of below-the-line activities and in-store activities will also form part of the promotion activity, Chhabra informed.
Urban India constitutes 61 per cent of the hair care market, while sachets contribute about 70 per cent to total sales. The lead players in this segment are Hindustan Lever, P&G, CavinKare, Dabur and Ayur.