P&G India regroups for attack on premium shampoo market

Published on .

MUMBAI--Procter & Gamble Home Products has relaunched its premium shampoo brand Pantene Pro V, introducing New Pantene Pro V Health Activator Series. The Indian subsidiary of Procter & Gamble Co. admits it has lost market share to Hindustan Lever's Sunsilk shampoo, calling the dip a ``temporary aberration in the life cycle of a brand.''

P&G's share of the total shampoo market has dropped from 15.6% in value terms in October 1998 to 14.8% in December 1998, according to ORG retail audit figures. While P&G is active only at the premium end of the shampoo market, Unilever's Indian subsidiary offers products across all price points, giving it a 64% share of the total market.

For the first time in the Indian shampoo market, P&G is offering a 14-day money-back guarantee. Haircare Category Manager Vivek Bali says: ``New Pantene Health Activator Series is a breakthrough new shampoo technology. We are so sure about this product improving hair quality within 14 days that we are offering a money-back guarantee.''

The advertising will position the brand on an `improves hair health' platform. Two sets of international TV commercials will be adapted for the Indian market by Trikaya Grey.

Copyright May 1999, Crain Communications Inc.

Most Popular
In this article: