Emami - Big Pie Of Hair Dye Mart
Emami Eyes 20% Of Oil Hair Dye Mart
Indian FMCG major Emami group, along with Activor Corp of the USA, is targeting 10 to 20 per cent market share in the domestic oil-based hair dye segment in the next two years. The domestic hair dye market is, at present, worth Rs 100 crore. “We have just launched specialised hair dye oils for men and women in West Bengal. Our next stop would be Assam. We would also take our hair dye oils to Andhra Pradesh, Uttar Pradesh and Bihar in a month or so. We are also looking at Nepal, Bangladesh and Sri Lanka,” informed Priti A Sureka, director, Emami group of companies. “We forayed into hair dye because we feel there is a lot of scope for product differentiation in this segment. We would come up with more products, like hair colours, etc, in a couple of months from now,” informed Sureka.
“The reason why we launched two variants of hair dye oils for men and women is because we believe that men and women are different and so they would need different hair treatment. For example, compared to a woman’s hair, a man’s hair is three times more exposed to UV rays and five times more exposed to pollution. A woman’s hair, compared to a man’s, is five times more tangle prone. A woman’s scalp too is two times gentler than that of a man. So, while the hair dye oil for men consists of ingredients such as walnut, blackberry and 2X sunscreens, women’s hair dye oil comes with amla, almond and herbal sunscreens,” explained Sureka.The men’s hair dye oil is branded as Mr Black and the women’s Mrs Black.
“We have about 350 distributors in West Bengal alone, through whom we would make our hair dyes locally available,” said Indrani Sen, vice-president, brand communication and planning. “We have just started advertising on television for our hair dye oils. We would advertise on radio in another month or so. Our total advertising budget for the hair dye oil alone in India is approximately Rs 6-7 crore,” said Sureka. Vasmol and Godrej are the competitors that the company will have to contend with. “We are the only company, as of now, offering specialised hair dye oils for men and women. Moreover, we are offering a pre-mixed, non-staining hair dye oil that stays even after a couple of washes,” claimed Sureka.
Indian FMCG major Emami group, along with Activor Corp of the USA, is targeting 10 to 20 per cent market share in the domestic oil-based hair dye segment in the next two years. The domestic hair dye market is, at present, worth Rs 100 crore. “We have just launched specialised hair dye oils for men and women in West Bengal. Our next stop would be Assam. We would also take our hair dye oils to Andhra Pradesh, Uttar Pradesh and Bihar in a month or so. We are also looking at Nepal, Bangladesh and Sri Lanka,” informed Priti A Sureka, director, Emami group of companies. “We forayed into hair dye because we feel there is a lot of scope for product differentiation in this segment. We would come up with more products, like hair colours, etc, in a couple of months from now,” informed Sureka.
“The reason why we launched two variants of hair dye oils for men and women is because we believe that men and women are different and so they would need different hair treatment. For example, compared to a woman’s hair, a man’s hair is three times more exposed to UV rays and five times more exposed to pollution. A woman’s hair, compared to a man’s, is five times more tangle prone. A woman’s scalp too is two times gentler than that of a man. So, while the hair dye oil for men consists of ingredients such as walnut, blackberry and 2X sunscreens, women’s hair dye oil comes with amla, almond and herbal sunscreens,” explained Sureka.The men’s hair dye oil is branded as Mr Black and the women’s Mrs Black.
“We have about 350 distributors in West Bengal alone, through whom we would make our hair dyes locally available,” said Indrani Sen, vice-president, brand communication and planning. “We have just started advertising on television for our hair dye oils. We would advertise on radio in another month or so. Our total advertising budget for the hair dye oil alone in India is approximately Rs 6-7 crore,” said Sureka. Vasmol and Godrej are the competitors that the company will have to contend with. “We are the only company, as of now, offering specialised hair dye oils for men and women. Moreover, we are offering a pre-mixed, non-staining hair dye oil that stays even after a couple of washes,” claimed Sureka.
posted by Raj @ 1:17 PM
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