P&G launches its new range of Pantene shampoos in Hyd

Procter & Gamble (P&G) has phased out its old range of Pantene shampoos with the launch of its new range of products with Amino Pro-V Complex. Ace model Katrina Kaif has been roped in as brand ambassador for the new range of shampoos. She will be appearing in its commercials from December.

Speaking to Business Standard on the sidelines of the launch of their new range of shampoos in the city, K Parthasarathi, district manager (Andhra Pradesh) for P&G, said that the entire inventory of shampoos was withdrawn from the market last month itself.

A new plant for its haircare range is also in the offing in India. "At present, we import our haircare products from Thailand," Parthasarathi said without giving more details.

"Around six to seven years of research have led to the development of these products and they have not been tested on animals," Colin D'Silva, P&G beauty scientist, said. "Annually we spend around $1.5 billion on research at our centres in Europe, the US and Japan," he added.

The total size of the haircare market in India is currently valued at Rs 1,100 crore and is estimated to be growing at about seven per cent annually.

"Andhra Pradesh contributed to around Rs 25-27 crore in the shampoo market last year and for the entire range of P&G products we earned around Rs 80 crore in this state. The Lively Clean brand of Pantene shampoo has the maximum usage in south India," Parthasarathi said.

Alka Shukla, key account manager with P&G, said: "Andhra Pradesh is among the largest markets for our hair-care products. It has a compounded growth rate of 7-8 per cent. For the entire range of P&G products, Andhra Pradesh market grew by around 34 per cent last year. This year we are targeting a growth rate of 50 per cent."

"We have been performing better in coastal Andhra than Telangana and Rayalaseema regions and we expect to increase our sales in the less-performing areas as well," Shukla said.

"Our other products have also been performing considerably well. Tide's sales have gone up by about seven to ten times from last year," she pointed out.