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Dove hair oil: marketing in India
Sanjeev Prashar, Harvinder Singh, Kumar Saurabh, Virinchi Acharlu Madanapalli,
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Sanjeev Prashar, Harvinder Singh, Kumar Saurabh, Virinchi Acharlu Madanapalli, (2014) "Dove hair oil: marketing in India",
Emerald Emerging Markets Case Studies, Vol. 4 Issue: 3, pp.1-12, https://doi.org/10.1108/EEMCS-06-2013-0104
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2011/2012a). Professor. HUL created market leadership position and owned most of India’s top ranking consumer Disclaimer. products in this category. 2012).62 trillion (US$3. 2011/2012b). 2013).64 billion (US$1.41) for 90 ml(News and Features. With domestic consumer business growing at 18 per cent. This was a subsidiary of Anglo-Dutch multinational giant Unilever(Introduction to HUL.27.34 At 03:09 24 July 2017 (PT) Madanapalli is a Student Limited. Harvinder and is expected to reach INR165.5 per cent over the previous five years and had net revenue of INR2. and two out of three Indians used HUL products.192. personal care. 2008). 2012). Kumar extended its premium category brand Dove by launching Dove Elixir Hair Oil in November Saurabh is a Student and 2012. brands of HUL. the largest player in the segment. © Emerald Group Publishing Limited. Hindustan Unilever Limited (HUL). Lever Brothers India Limited was incorporated as a company in 1933. 2013). Further.09 billion) and net profit of INR269. making its brands a part of everyday life (Hindustan Unilever Limited.6 trillion) by 2020 (Confederation of Singh is an Associate Indian Industry. Table I reflects various products and protect confidentiality. The major competitors such as Dabur India Limited and Bajaj Corp Ltd.211. and the company was renamed in June 2007 as Hindustan Unilever Limited (HUL) (Chronology of Key Events. 2008). With the price of INR185 (US$3. with the merger of three companies – Lever Brothers.1108/EEMCS-06-2013-0104 VOL. Unilever had roughly a 52 per cent shareholding in HUL(Annual Report and Accounts. This case is written brands (Hindustan Unilever Limited. Harvinder Singh. DOI 10. The author/s may have disguised names.302. the Virinchi Acharlu company took plunge into the INR66. ISSN 2045-0621 EMERALD EMERGING MARKETS CASE STUDIES PAGE 1 .91 billion) in 2011 (Annual Report and Accounts.V. 2012) and was listed as Unilever PLC in London and Unilever N. HUL’s net sales were growing at a compounded annual growth rate (CAGR) of 13. pp. Hindustan Unilever Limited After 45 years of operations in India. the company posted profit after tax of INR259. 2013). Hindustan Vanaspati Manufacturing Company and United Traders Limited – Hindustan Lever Limited was constituted in 1956. It had a presence in ⬎ 100 countries and had global annual sales of INR3. Dove hair oil: marketing in India Sanjeev Prashar. in Rotterdam (Annual Report and Accounts.29 billion). Kumar Saurabh and Virinchi Acharlu Madanapalli Sanjeev Prashar is a India’s fast-moving consumer goods (FMCG) market has witnessed tremendous growth Professor. 3 2014.47 billion) in 2011-2012 (Somvanshi. food and financial and other recognizable information to beverage and chemicals and agricultural inputs. 4 NO. By 2011-2012. and India. 2008) and 400⫹ brands and was the world’s leading FMCG company. In India. HUL rolled out 35 brands across 20 diverse product categories. many industry experts speculated as to whether there was a substantial market at the higher end of the scale for Dove to be able to expect sales at that price. 1-21. had based at Indian Institute of Management.1 billion (US$5.36 billion (US$64.2 billion (US$5. The portfolio of HUL comprised soaps and detergents.6 billion (US$43. solely for educational purposes and is not intended to represent successful or unsuccessful managerial The product portfolio decision making. Raipur. but their prices were one-fifth the price of Dove’s hair oil.33 billion) hair oil market (Bajaj Corp Downloaded by 58.

In the body lotions segment. Taaza. Aviance Shower gel Pears Face wash Pears. Aviance Creams Fair & Lovely. respectively (Malviya. Breeze. The detergent market in India was of INR1. Godrej Soaps. of which HUL brands. Dabur and CavinKare (Arora. Dove Body wash Dove. HUL dominated India that had an INR1. Sunsilk and Dove.400 billion (US$25. 2012). Lux. Pears. Godrej. Elle 18. Vaseline. Axe Cosmetics Lakme. Wheel. and Clinic Plus continued to be the biggest selling shampoo in the category (NSE India. Aviance Deodorants Axe. 2011).92 billion) soap market (Pinto. hair care products. Pepsodent Food and drink Tea Red Label. Taj Mahal. PAGE 2 EMERALD EMERGING MARKETS CASE STUDIES VOL. Wipro Consumer Care and ITC were its major competitors (Malviya and Jacob. 2012). Sunsilk. 3 2014 . Rexona. Axe. Similarly. HUL’s home care products strongly contributed to the overall growth of the company by recording double-digit volume growth during 2011-2012. The personal care segment included personal wash products. Aviance Conditioner Dove. 3 Roses. Liril. Rin. 2011). had 36 per cent of the market share and Wheel and Rin had 16. 2012).flipkart. Hamam.000 billion (US$17. Dove Toothpaste CloseUp.9 and 6 per cent market shares.  Personal products. Liril 2000. in the shampoo segment. 2010).  Detergents. deodorants and colour cosmetics. Sunsilk. HUL had 45 per cent of the market share. Rin and Wheel. 2011/2012c). Breeze Shampoo Dove.79 billion) (Bhupta. Clinic Plus. Major players in this segment were HUL. Gillette India. Pond’s and Vaseline market share growing at a double-digit rate (Hindustan Unilever Limited. HUL had 55 per cent share and had even a much higher share in petroleum jelly category (Balakrishnan and Banerje.28 billion) Indian toothpaste market (The Hindu Business Line. 2012). Clear. The toothpaste category had strong brands including Pepsodent and CloseUp which dominated with 23 per cent of market share of the INR320 billion (US$7. Lifebuoy. 2010). Ponds. the company had a market share of 49 per cent with strong brands such as Fair & Lovely. Lifebuoy. In skin care. with major brands including Clinic Plus. Pears and Ponds together garnered 45 per cent of the Indian soap market. Reckitt Benckiser. Dove. Cif Water purifier Home appliance Pureit Source: Compiled by authors from www. Lux.  Home care products. Colgate Palmolive. Hamam. Prominent competing brands were Ariel and Tide (from Proctor & Gamble). oral care products.34 At 03:09 24 July 2017 (PT) Fabric conditioner Comfort Sanitary products Domex.27. Nirma and Ghadi. Sunlight Dishwash bar & liquid Vim Downloaded by 58.192. Sunlight Detergent bar Surf.com/beauty-and-personal-care/bath-and-spa/dove⬃brand/pr?sid⫽t06%2Cxrp (accessed 29 March 2013)  Soaps. Wheel. 4 NO. TRESemmé. TRESemmé. Sure. Rin. With reckoned brands such as Lifebouy and Lux. Clinic Plus. Lipton Coffee Bru Ready to cook Knorr Soup Knorr Salt Annapurna Jam Kissan Squash Kissan Ketchup Kissan Bread & cake Modern Frozen desserts Kwality Walls Home care Detergent powder Surf. including Surf. Table I HUL product portfolio Category Product Brand Personal care Soap Dove.

. It also has enrolled nearly one million outlets in their “perfect stores” programme.13 billion) home and personal care industry in India is expected to grow 15 per cent year-on-year during 2011-2016 (Jha. To plan for their expansion into modern trade channels. who each had 1. GlaxoSmithKline Consumer Healthcare Ltd. 2011/2012b).000 billion (US$39. HUL also ventured into the home appliance category with Pureit. The company has supported six million indirectly serviced outlets and has also designed special programmes. Vim Liquid also flourished. 2011). Metro. With the ardent philosophy of bigger. Usage of alternate bio-fuels in production systems and continued reduction of on-hand inventory were some of the actions taken by HUL to build a low-cost VOL. 2011/2012e).34 At 03:09 24 July 2017 (PT) having 42 per cent of the market share (Pani. better and faster innovations. 2011). 2012). the company increased its distribution outlets. HUL.2 million outlets (Credit Suisse. the company has retained only those products in its portfolio that qualified its criterion of being leaders in the market (Edelweiss.27. bakery and oils and fats segments. including Operation Bharat and Project Shakti. The company’s strategic frame With the underlying philosophy of not having “me-too” products in any of its product categories. beverages. the company developed proactive research and development plans and was identified as the sixth most innovative company in the world (Forbes.  Packaged foods. HUL’s Kissan. are the major competitors in the market (Market Research on Food and Beverages. foods and ice cream businesses contributed 18 per cent of the total revenues of the company(Vijayraghavan. Under its “more stores. Domex. 2012). to penetrate into the many far-flung rural Indian villages with populations ⬍ 5. HUL also had a strong position in the coffee segment. with BRU Downloaded by 58. The company has roughly two million outlets serviced by its sales force which has pushed HUL ahead of its nearest competitors Colgate and Dabur. Similarly. Hypermart and Tesco. both in direct retail coverage and in indirectly served sale points. 2011/2012).45 million) ice cream market. better stores” programme. Besides launching new products from its parent group and getting into new markets. which focusses on better availability and visibility of key brands in retail stores (Hindustan Unilever Limited. 4 NO. 2010) and had a 14 per cent share of the Indian INR12 billion (US$250. It won six awards at the famous EMVIES awards and People’s Choice and Special Targeted Advertising & Marketing awards for TV innovations (Hindustan Unilever Limited. Excellent quality and strong advertising led Vim to the leadership position with 48 per cent of the market share (Euromonitor. Lizol and Harpic (Hindustan Unilever Limited. Frito-Lay India.54 billion) by 2016 (Market Research on Food and Beverages. Besides FMCG products. HUL has formulated joint marketing plans with some of their established customers such as Walmart.908. 2009).000. In all. as the liquid segment of dishwash grew at 40 per cent per annum (Bhushan and Malviya.192.69 billion (US$38. 2012). 2013). 2011/2012d). continued its growth providing germ-free toilets to Indian households and posed tough competition to its rivals. For HUL. HUL has further plans for expanding this category coverage to make their products available to even the remotest corners of India. 2012). and is the second largest player after Amul (Agarwal. Gujarat Co-operative Milk Marketing Federation. 2013). Nestlé India Limited. Britannia Industries Limited. a popular drinking water purifier (Hindustan Unilever Limited. with 41 per cent of the market share. The company has focussed on profit through sustainable means by following the asset-light model to pre-empt competitors. The company’s disinfectant. In the INR10 billion (US$180. was in second place behind Nestle’s Maggi (Pani. INR2. 2013). HUL aggressively took to modernising each of its brands and stock keeping unit. 3 2014 EMERALD EMERGING MARKETS CASE STUDIES PAGE 3 .62 million) ketchup category. MTR Foods and Karnataka Cooperative Milk Producers Federation Ltd. This includes the dairy. The packaged food industry in India is expected to grow INR1. 2012).

2 for 180 ml). The subsequent improved margins were shared either with customers or traders such as wholesalers and retailers (Hindustan Unilever Limited. 4 NO.192. Although the body wash category accounted for ⬍ 1 per cent of personal wash market. 3 2014 . The deodorant PAGE 4 EMERALD EMERGING MARKETS CASE STUDIES VOL. once it was globally positioned as a premium category brand. deodorants.82 for 200 ml). This tracker measured a living standard of the market on which a higher score indicated a higher living standard. This value-for-money market also comprised consumers who only used the product for special occasions.39-2. Other brands available were Lux at INR70 (US$1. this imported premium brand extension was positioned as “ultra-moisturising” body wash. Instead of focussing on the whole of India. 2009). The soap was priced at INR30 (US$. 2011/2012f) in three different fragrances with a price tag of INR160/US$2.02 for 180 ml) and Sunsilk Advanced (INR200/ US$3.48 for 180 ml).03) (Rai et al. Nourishing Oil Care and Colour Reserve (Dove.58 for 180 ml.71 for 250 ml). Unilever launched products such as Dove in markets that scored 6 or higher on an internally developed tracker known as the “Living Standard Measure” (LSM). targeting urban upper middle class. The bar was promoted as superior and gentle-on-skin and targeted upper middle-class Indian households (Sangameshwaran. Dove was present in 80 countries worldwide and.27. HUL did not undertake any re-launches for this brand in India. Dove was brought to India in 1993 (Dove.58) and Palmolive at INR90 (US$2. India scored a 3.78 for 180 ml). Dove First launched in the USA in 1957.64) a bar. To manage consistency for the brand. L’oreal Paris Smooth (INR135/US$2. By the end of 2004. the company’s Vice President-Skin Range. 2009). Dandruff Care.com/beauty-and-personal- care/hair-care/shampoos/pr?p[]⫽facets. HUL selectively targeted major metropolitan areas and the top 30 cities with a strong 100 million-plus population that qualified on its LSM scale benchmark. Sunsilk (INR110/US$2.flipkart. HUL believed this targeted market had more potential than many of its European markets (Iyer. Priced at (INR120/US$2. body washes and face creams. Ashok Venkatramani said: We launched Dove Body Wash as we believe that Indian consumers have evolved and are ready to experience superior bathing formats such as liquids (Sangameshwaran. Intense Repair Therapy. Traditionally. Once established as a well-known brand. 2006). 2009). although it had aggressively re-launched some of its other popular brands including Lifebuoy. Head and Shoulders (INR135/US$2. HUL had introduced a single variant Dove body wash in metropolitan areas and a few select cities. Liril and Lux. This sizeable market comprised population who used the bar for washing only the face. Dove immediately captured the niche market that looked for Downloaded by 58. while using a less costly soap for the rest of the body (Sangameshwaran. 2011/2012a).brand%255B%255D%3DDabur&sid⫽t06%2Cb7e %2Cmz1&layout⫽grid). 2009). Dove’s shampoos Dandruff Care and Intense Repair were priced in the range of INR130-140/ US$2. Dabur Vatika (INR99/US$1. which was twice as expensive as any other popular toilet soap brand available in India at that time. with 70 per cent of its population falling into that category. 2009).. Pantene Anti-Dandruff (INR120/ US$2.68 for 200 ml) (Collected by authors from www.94 for 169 ml). With products including soap bars. 2012). business model. the company pursued further brand extension and ventured into the hair care range in 2007 by launching Dove shampoo and developed numerous variants including Daily Shine. 2012).34 At 03:09 24 July 2017 (PT) global premium brands (Sangameshwaran.21 for 180 ml). It also fascinated a part of the price-sensitive market. Other brands available in the market were Clinic Plus (INR97/US$1. lotions.48 for 170 ml). Hair Fall Reserve. Dove Go-Fresh deodorant was launched in 2010(Hindustan Unilever Limited. Garnier (INR120/US$2. Dove has been one of the global leading brands of Unilever. Dryness Care.

27 and INR150/US$2. namely.05 Dove Damage Therapy Intense Repair Shampoo 200 123 2.18 Dove Nourishing Oil Care Shampoo 675 349 6.27. HUL entered the market with Dove Elixir in 2012.com/beauty-and-personal-care/bath-and-spa/ dove⬃brand/pr?sid⫽t06%2Cxrp (accessed 29 March 2013) VOL. 2013) and Daily Care. the company had Axe.94 Dove Go Fresh Face Wash 100 125 2. 4 NO.54 Dove Nourishing Oil Care Shampoo 80 64 1.34 At 03:09 24 July 2017 (PT) Table II Price of different products from Dove (as on 9 March 2013) Package Price Price Dove product size (in ml) (INR) (US$) Dove soap set of 3 3 ⫻ 100 gm 138 2.05 Dove Dandruff Care Conditioner 180 139 2.30 Dove Deep Pure Face Wash 100 125 2. This entry into hair oil came six years after the sale of the company’s oil brand Nihar to its rival Marico Ltd. In the male fragrance deodorant market. 3 2014 EMERALD EMERGING MARKETS CASE STUDIES PAGE 5 .68 Dove Clear Touch Deo-Spray 169 160 2. It had competition from mass market brands already established by Marico. Positioning it as super-premium brand.30 Dove Beauty Moisture Face Wash 100 125 2.30 Dove Beauty Moisture Body Wash 200 125 2.36 Source: Compiled by authors from www. Table II presents the price of different Dove products. Dove Elixir was priced at INR185 (US$3.flipkart.94 Dove Intense Repair Conditioner 180 128 2.30 Dove Body Wash Fresh Moisture 200 125 2.56 Dove Dryness Care Conditioner 180 128 2.36) for 90 ml with three variants. Realising that the internet savvy young population was its core market.94 Dove GO Fresh Deo-Spray 169 160 2.05 Dove Daily Shine Conditioner 90 64 1. Nourished Shine and Dryness Care.36 Dove Nourishing Oil Care Daily Treatment Conditioner 180 160 2. such as Downloaded by 58.56 Dove Dryness Care Shampoo 360 220 4. Under the brand Denim.71) for 100 ml. Marico’s brand Clinic Plus already had a full portfolio of hair care products and its Clinic Plus hair oil was priced at INR39 (US$.18 Dove Daily Shine Conditioner 180 128 2.36 Dove Hair Fall Rescue Shampoo 360 220 4. The company used TV. They were costlier than successful rival brands such as Marico’s Parachute Scalp Therapy and Bajaj Almond Drops. In line with its global norm.72 for 150 ml). Prices of different hair oil brands are available in Table III.42 Dove Indulgent Nourishment Body Lotion 250 200 3. the company intensively used social media.42 Dove Intense Repair Shampoo 360 220 4. a nourishing hair oil under the brand Clinic Plus (Clinic Plus.36 Dove Essential Nourishment Body Lotion 400 240 4. 2013).30 Dove Body Wash Gentle 200 125 2. HUL used ordinary women who used the product to promote Dove and a testimonial of their experience with the product was a common theme of all advertisements. HUL had a range of body sprays. Hairfall Rescue.42 Dove Go Fresh Nourishment Body Lotion 400 240 4. 2011). print and online media to promote Dove as the “real beauty” brand for common people (Clinic Plus. About 90 per cent of the market was concentrated in the mass segment (with deodorants priced between INR125/US$2.52 Dove Hair Therapy Damage Solution 180 128 2. Dabur and Bajaj Corp (Dove.05 Dove Damage Therapy Daily Shine Shampoo 340 220 4.05 Dove Intense Repair Shampoo 180 128 2. market in India was estimated at INR9 billion (US$203 million) in 2011 and was expected to grow by 25 per cent annually (Business Standard.30 Dove Hair Fall Rescue Treatment Mask 200 215 3.26 Dove Dandruff Care Shampoo 180 139 2. Acting on the growing market for hair oil. 2013).192.36 Dove Intense Repair Shampoo with Conditioner 340 220 4. which was the largest deodorant brand in India.96 Dove Oil Care Repair Mask 200 300 5.

27.34 At 03:09 24 July 2017 (PT) Bajaj Almond Drops Hair Oil 300 125 2.6 billion (US$692 million) for perfumed oil category and INR32. Owing to a fast-changing lifestyle.4 billion) Indian FMCG market (Balaganesh.192. hair oil.21 Dabur Amla Light Hair Oil 100 44 0.583 million) and 19 per cent of the market share in 2012 (Balaganesh. This hair oil category was segmented into coconut-based oil.22 Parachute Advanced Aftershower Anti-Dandruff Hair Oil 200 64 1. with soap alone accounting for 50 per cent of total revenue (Balaganesh.44 Parachute Advanced Cooling Hair Oil 190 90 1. Table IV presents share of various hair care categories (by value). 2011).10 Dabur Amla Hair Oil 300 110 2. hair conditioners and colours were key categories in demand. India recorded sales of INR34. the INR128. Dove hair conditioner had total sales of around INR400 million (US$8.01 Marico Hair and Care Hair Oil 300 110 2.18 Parachute Advanced Ayurvedic Hair Oil 190 75 1. 4 NO.32 Source: Compiled by authors from www.04 billion (US$640 million) for coconut oil. respectively. Dove had emerged as a solid brand within the HUL portfolio and a strong player in each of product categories. With aggregate sales of INR66. The coconut-based oil led the hair oil category with 48 per cent of the total PAGE 6 EMERALD EMERGING MARKETS CASE STUDIES VOL.02 Downloaded by 58. thus contributing 27 and 25 per cent.66 Parachute Advanced Jasmine Hair Oil 300 99 1.06 Parachute Coconut Hair Oil 1000 225 4. Various blogging contests.82 Parachute Advanced Jasmine Perfumed Non-Sticky Coconut Hair Oil 40 12 0.38 Baja Corp Bajaj Brahmi Amla 300 110 2. and collaborated with Yahoo! organising online forums where users could discuss their hair problems.30 Bajaj Kailash Parbat Cooling Oil 100 48 0.flipkart. 2011). and sampling counters were used. and every promotional effort made by Dove endeavoured to keep the company ahead of its competitors in all categories.14 Parachute Advanced Coconut Hair Oil 80 32 0. and shampoo. The photographs of such sessions were showcased in the Dove gallery. light hair oil.46 Dabur Vatika Enriched Almond Hair Oil 200 85 1.35 HUL Clinic Plus Hair Oil 200 72 1.com/beauty-and-personal-care/hair-care/hair-oils/pr?sid⫽t06%2Cb7e%2Ck78 (accessed March 29 2013) Facebook. heavy amla hair oil (amla is a popular Indian name for the Indian gooseberry). hair oil alone contributed to 52 per cent of the total hair care market. cooling oils and other various small variants.02 Dabur Vatika Hair Oil 300 120 2. this market was growing at 14 per cent (Balaganesh.33 billion) for 2011. allowing users to experience the products (Balaganesh. 2011).52 Nihar Shanti Badam Amla Kesh Tel 90 20 0. It posted sales of INR4 billion (US$85.37 Parachute Advanced Scalp Therapie 100 112 2. were organised.15 billion (US$2. Table III Price of different hair oil brands (as on 9 March 2013) Company Brand Package size (ml) Price (INR) Price (US$) Dabur Dabur Anmol Coconut Hair Oil 500 114 2.02 Nihar Naturals Jasmine Hair Oil 100 28 0.64 billion (US$33. The hair oil market In 2011.88 Bajaj Jasmine 100 25 0. 2011). such as the “Real Beauty” campaign. 2011). 2011). to the overall hair care industry (Balaganesh.56 Emami Limited Himani Navaratna Hair Oil 100 55 1. By 2012.59 Parachute Advanced Ayurvedic Deep Conditioning Hot Hair Oil 190 78 1. 3 2014 .81 Dabur Almond Hair Oil 50 25 0.670.83 million).64 billion (US$1.6 billion) hair care market made up 8 per cent of the total INR1.46 Bajaj Amla Shikakai 100 19 0.

bseindia. Traditionally. “Investor Presentation”. the light hair oil category was growing at CAGR of 25. followed by heavy amla. The coconut oil segment was growing. Emami. FMCG major had popular oil brands like Parachute. with 100 ml constituting 35. With HUL acquiring Cococare and Marico acquiring Oil of Malabar.27.36 billion (US$1. and products in other categories including Revive (instant Table V Share of hair oil categories by value (March 2012) Oil Share (%) Coconut based 48 Heavy amla 15 Light hair oils 15 Cooling oils 12 Others 10 Source: Compiled by authors: Bajaj Corp Limited (2012). light hair and cooling oils (Balaganesh. in 2011-2012. www. Heavy amla and cooling oil categories recorded annual sales of INR8. as all major players had thrust on converting non-users into users. but Western India was the fastest growing region with 23 per cent of the sales volume.bseindia. Key players in India Marico Established in 1971.pdf (accessed 29 March 2013) market.34 At 03:09 24 July 2017 (PT) accounted for the bulk of sales. respectively (Balaganesh. com/xml-data/corpfiling/AttachHis/Bajaj_Corp_Ltd_251012.2 per cent and 200 ml constituting 22 per cent of total sales. Sachets also emerged in the market and captured 2 per cent of the volume (Bajaj. 2011). (Gurtoo. and Dabur Amla was a clear leader with roughly 70 per cent market share. 2010).56 billion (US$191. Marico’s Parachute had been market leader in the coconut oil category with 80 per cent market share (Balaganesh.1 million) in 2011-2012. respectively. 2011). Growth was more or less flat in the heavy amla oil category. Dabur Sarson Amla and Bajaj Brahmi Amla (Balaganesh. 3 2014 EMERALD EMERGING MARKETS CASE STUDIES PAGE 7 . Nihar. larger units Downloaded by 58. 2011). www. Share of different hair oil categories is available in Table V. Other players included Marico’s Shanti Amla Badam. Table IV Share of hair care categories by value (March 2012) Category Share (%) Shampoo 31 Perfumed oil 27 Coconut oil 25 Hair conditioners 2 Hair dyes 15 Source: Compiled by Authors: Bajaj Corp Limited (2012). Recording annual sales of INR10. 4 NO. Bajaj Almond Drops was the leader and had captured 54 per cent of the light hair oil market (Balaganesh. 2011). 2011). while the urban market constituted 66 per cent of the total segment.644 million) and INR7. “Investor Presentation”.8 per cent by volume. 2012) the competition was growing fierce. North India alone accounted for 49 per cent of the light hair oil sales volume.66 billion (US$139 million). Shanti.5 and 14. Oil of Malabar. Indian companies such as Dabur. Given the dominance of urban markets. com/xml-data/corpfiling/AttachHis/Bajaj_Corp_Ltd_251012. Hair & Care. All the major players were aggressively launching a gamut of new products and variants.5 per cent in terms of value and volume.pdf (accessed 29 March 2013) VOL.192. Cooling Hair Oil was growing at CAGR of 16. Bajaj Corp and Marico had been pillars in the market.

Bajaj Brahmi Amla Hair oil had been one of the top three brands in the amla hair oil market (Bajaj Corporation Ltd.3 per cent by volume and 29. starch powder). thus becoming the third largest player in all Indian urban markets (Marico Limited. 2011/2012a). Dabur India Limited Downloaded by 58. 2013). 2011/2012e). 2011/2012d). This made it the second largest player in the segment (Marico Limited.6 per cent in 2012 in the amla hair oil category. Nihar Shanti Amla Oil had a volume market share of 18.Marico Limited. Mediker (anti-lice shampoo). 2011/2012a). However. Marico’s hair oils. 2013). Parachute had 80 per cent of the market share in the branded coconut oil market (Marico Limited. 3 2014 . that had been recognised at public forums also (Dabur India Limited. Bajaj Almond Hair Oil had ⬎ 54 per cent market share in the light hair oil category and grew at 21. Its premium personal care brand Dabur Vatika was the leader in the category (Dabur Limited. Bajaj Corp Limited The third largest player in the hair oil market Bajaj Corp Limited was renowned for its products such as Bajaj Almond. Dabur aggressively pursued the strategy of expansion through innovation and acquisition (Dabur Limited.27.5 per cent by value (Bajaj Corporation Ltd. Manjal (herbal soap) and Saffola (refined edible oil) (Marico Homepage. One out of every three Indians used Marico products (Marico Homepage. covering ⬎ 5. 2013b). The only company selling oil in a glass bottle. Positioned as the premium brand. 2011/2012b).8 million retail outlets (Dabur India Limited. 2011/2012d). Parachute Advanced Body Lotion had achieved a market share of 7 per cent within one year of its launch.1 per cent of the market share by volume in the total hair oil market. In the light hair oil category. Parachute had continued its market expansion strategy to convert loose oil users into packed branded coconut oil users (Marico Limited. 2013a. PAGE 8 EMERALD EMERGING MARKETS CASE STUDIES VOL. The company had 14 per cent of the market share in the light hair oil segment with its Parachute Beliphool and Parachute Advanced Cooling Oil (Marico Limited. The company also had a premium coconut hair oil. 2011/2012b). Dabur Amla Hair oil had been the flagship hair oil for Dabur. Dabur was ranked second in hair oil and fourth in the shampoo market in India (Dabur India Limited. Hair care contributed 30 per cent to consumer care sales for Dabur. led by Parachute and Nihar. 2010) and was further growing into the double digits (Dabur Limited. Brahmi Amla Shikakai.34 At 03:09 24 July 2017 (PT) With a consumer base of ⬎ 35 million users. Dabur Almond Hair Oil had been an established player (Dabur Limited. Brahmi Amla. Eighty per cent of the company’s sales were from “mom and pop” stores. 2013). It was the market leader in amla hair oil category with 69. its presence in the coconut oil-consuming south India was negligible (Bajaj Corporation Ltd. 2013). The company had an extensive distribution network for Parachute. Bajaj Jasmine and Bajaj Kailash Parbat Cooling Oil (Bajaj Corporation Ltd. its flagship brand (Marico Limited. Having been voted Indian Power Brand 2011-2012.5 per cent volume share in 2010 (Chatterjee. This INR50 billion (US$1 billion) company had a wide distribution network in both urban and rural markets. Dabur Vatika Enriched Coconut Hair Oil. 2011/2012c). 2011/2012b). Bajaj Corp Limited had 8 per cent of its sales realisation from sachets. 4 NO. 2013a). and North India attributed 50 per cent of the company’s total sales. 2013b). 2011/2012c). The company was also aggressively working to get into related categories such as hair dyes and skin-care products (Mahalingam.192. 2012). had 24. 2011/2012c). 2011/2012).

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