There’s action frothing in the Indian shampoo market, with multinational Procter & Gamble’s (P&G) quiet launch of Rejoice — Asia’s largest shampoo brand, and the world’s third largest.
The move is aimed at directly taking on traditional rival Hindustan Lever Lt’s (HLL) leading brand Clinic Plus, which is a market leader.
Rejoice is a mid-priced brand and exists as Pert Plus in the US, and some other parts of the world. In India, P&G, say dealers, has priced Rejoice at the middle level at Rs 39 for 100 ml bottle.
The price is at a slight premium to Clinic Plus’ Rs 37.50. P&G, said sources, has plans to take Rejoice to both the urban and rural markets, and is said to be preparing a major advertising and marketing game-plan.
Rejoice will be the third shampoo brand from P&G’s stable in India. The Indian subsidiary of the Cincinnati-based parent company had first launched Pantene at the high end of the Rs 700 crore shampoo market, with much fanfare. Pantene, priced at around Rs 65, currently has a market share of around 12 per cent in value.
It then rolled out Head & Shoulders, the global anti-dandruff brand, in competition with Lever’s Clinic anti-dandruff shampoo. Head & Shoulders has mustered a share of 4-5 per cent in the Indian shampoo market.
HLL is the market leader in the Indian shampoo market with a share of close to 70 per cent.
Industry observers said that the launch of Rejoice is going to generate a lot of heat in the advertising and marketing of shampoos, as the brand directly takes on the leader, Clinic Plus.
Apart from shampoos, P&G is a major player in the feminine hygiene care market with its brand, Whisper.
It also has a presence in the detergents market with Tide and Ariel. Besides, it owns the leading healthcare brand, Vicks.