Emami aims to sell HairLife beyond Bengal

FMCG major, Emami group, is eyeing a Pan India presence for 'HairLife', its instant haircare pack, which is positioned as a substitute for traditional home-made treatments for healthy hair.

"We were test marketing HairLife since April 2007 in West Bengal. Now that we are registering repeat purchases, we are confident of its national rollout and a Pan India presence," Priti A Sureka, director, Emami group of companies, told Business Standard.

According to Emami, traditionally consumers would use eggs, milk, curd and various other home-made medicament for healthy hair.

"We launched HairLife because we felt that consumers are pressed for time so they would prefer a readymade hairpack which would ensure healthy hair in 10 mins," Sureka pointed out.

According to Sureka, there is no competitor for this product in the organised market.

"Although there are hairdyes and other haircare solutions available in the market, there is no hairpack to ensure healthy hair at home which would also act as a substitute for traditional methods within 10 mins," Sureka claimed.

HairLife will be rolled out in all of India within one month, except south India.

"South India uses different ingredients for hair treatments. So we are researching a different formulation for HairLife in south India," Sureka said.

The company also plans to export HairLife to Dubai, Bangladesh and Sri Lanka within the next six months.

It is looking at sales of close to Rs 7 crore from Hairlife by March 2009, and Rs 30 crore in the next three years.

HairLife costs Rs 28 for a 70ml pack which the company thinks is enough for three uses on medium length hair.

Among other products, Emami sells hairdyes and Navratna oil.

The haircare market is estimated at close to Rs 5,000 crore and is dominated by Hindustan Unilever and Procter&Gamble.

ITC too is one of the recent players in the haircare segment with Fiama Di Wills, a premium range of shampoos, which was launched in September 2007 following the success of Essenza Di Wills, its exclusive range of fine fragrances and super premium personal care products.