Emami eyes larger pie in light hair oil category with '7 Oils-in-One'

Repositions the value proposition in order to reach out to the youth; names Katrina Kaif brand ambassador

Backed by a change in brand positioning and an aggressive marketing approach, Emami is aiming to turn the 7 Oils-in-One brand of light hair oil into a Rs 200 crore product within the next three years.

The brand, which has been growing at a 30 per cent CAGR in the past three years, is worth Rs 80 crore. 

While the packaging of the product has been changed to give it a more upmarket and trendy look, the brand’s value proposition has now changed from hair-fall prevention towards making hair strong and ‘set all day’. 

“We already have a brand in