C:EHKO launches salon-exclusive product line

German haircare brand C:EHKO announced the launch of its salon-exclusive product line in Andhra Pradesh on Saturday.

The company, which has already launched its products in Chennai besides a soft launch in Bangalore, will be hitting the retail market by July this year.

The company is currently targeting salons and has already tied up with 14 beauty parlours in Chennai besides upmarket hotels like Taj Coromandel and Radisson. It is looking at similar tie-ups in Hyderabad as well and is already in talks with a few beauty parlours in the city.

The company markets products for colouring, straightening and styling. Shampoos, conditioners and hair tonics are the other products that it offers.

"We entered the Indian market in 2002 to test the products. By the end of this financial year, we are targeting a marketshare of 6 per cent ie, Rs 12 crore of the Rs 215 crore haircare market in India," K V Ravi Krishnan, vice-president (marketing), C:EHKO India Private Limited, told mediapersons.

The Chennai-based company has already imported products worth approximately Rs 56 lakh and is looking at entering bigger markets like Delhi and Mumbai in a couple of months. The brand will be priced on par with international brands like L'Oriel, Schwarzkopf and Wella.

"Although all these products are being imported from Germany, we are making the products in such a way that they work well even in the water that is available over here," Gautam Banerjee, chief executive officer, C:EHKO India Private Limited, said.