Our goal is to preserve the core values built over 30 years: Marico CMO Vikram Karwal
Vikram Karwal spoke to e4m on the launch of Parachute Advansed’s new shampoo line
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Published: May 29, 2026 2:03 PM | 1 min read
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- Parachute Advansed is launching a new shampoo line to expand its brand identity beyond hair oil, focusing on coconut-based nourishment.
- The initiative aims to blend traditional values with modern ingredients to meet evolving consumer expectations for authenticity and innovation.
- Marico Limited's Chief Marketing Officer, Vikram Karwal, highlighted the increasing demand for natural, plant-based formulations, particularly those derived from coconut.
- The launch reflects a broader trend in the FMCG sector where heritage brands are adapting to remain relevant while maintaining their established credibility.
Parachute Advansed’s new shampoo line aims to extend the brand’s identity beyond hair oil, Vikram Karwal, Chief Marketing Officer – India, Marico Limited, told e4m.
“Parachute Advansed has always been about nourishment and coconut-based solutions,” Karwal explained. “As we step into shampoos, our goal is to preserve the core values built over 30 years while integrating modern ingredients and tailored benefits.”
This expansion goes beyond adding a new product reflects a broader shift in how established brands are adapting to changing consumer expectations. Today’s buyers want authenticity but also innovation.
Marico’s strategy targets this balance, combining traditional elements like coconut milk with contemporary actives to meet diverse regional and personal needs.
Karwal emphasised that demand for natural, plant-based formulations is rising, giving coconut-derived nourishment a strong cultural and functional advantage. Yet, standing out remains a significant hurdle. “The shampoo space is crowded, with powerful players already in place,” he acknowledged. “Our challenge was to carve out a distinct position in cleansing one that offers a genuinely different experience.”
The launch also illustrates a wider trend across the FMCG sector: heritage brands are moving beyond nostalgia. They’re repositioning themselves as relevant, modern choices without sacrificing the credibility that made them household names.
With inputs from Sthitipragnya Dash
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