Market

Indian hair care market is mainly dominated by the hair oil segment, which
constitutes over half of the overall market
Of the estimated Rs.1, 611 billion FMCG market in India, hair care products
make up approximately Rs.91.5 billion, or 8%
The 14% growth rate in the haircare industry is also slightly higher than the
overall industry average of 13.4%
Usage of hair oil is a typical Indian traditional habit. It is perceived to offer
benefits of nourishment, hair strengthening, faster and better growth, and
reduce the problem of falling hair
There are two types hair oil available in the market; coconut oil and nongreasy perfumed oil.
Coconut oil comprises 2/3rdof the total market and the balance comprises the
non-greasy perfumed oil
Hair oil purchase is a decision which purchasers evaluate carefully

Analysis
Nourishment, Strengthening and Protection from
hair-fall considered to be the three main perceived
benefits of using hair oil
A few of the respondents claimed to be using
Ayurvedic hair oils such as Mahabringharaj and others
containing ingredients like Brahmi and Maka
An urban Indian Household spent on an average of Rs.
44 per month on Hair Oil in 2010

South and North-east India are the fastest growing

markets with a growth rate of 62% and 53% respectively

Our Brand
The hair oil category can be divided into i) Daily ii) Therapeutic use
H&S Hera is targeting a market untapped previously by providing a
daily solution to a therapeutic cause
Daily market captured by coconut oil and is dominated by women
consumers
Three main perceived benefits are Nourishment, Hair fall
prevention and strengthening and Hera targets
The category is witnessing a growth rate of 14% and has a very
high penetration rate (Approx. 90%); both of which are good news
Category seems to be at a mature stage with limited innovation

Market - Overall

Ideal Hair Oil

Color

% of Consumers

Colorless/Transparent/Clear

35%

Texture

% of Consumers

Non-Sticky
Non-Greasy
Thin / Light / Smooth

18%
6%
5%

Fragrance

% of Consumers

Fresh
6%
Sweet-smelling, Flowery, Soothing, Appealing

Product Action

% of Consumers

Rinses out quickly

Shouldnt look like youve
applied oil / Completely
absorbing
Gives shiny look
Shouldnt solidify in winters

20%
5%

3%
3%

Ideal Hair Oil

Hair Care Benefits

% of Consumers

Makes hair soft and silky

Stops greying
Makes hair strong
Reduces dryness
Shiner and smoother

17%
15%
15%
14%
10%

Ingredients

% of Consumers

Anti Dandruff
24%
Anti Greying
12%
Anti hair loss
8%
Customers need optimal levels of other nourishment ingredients

Accessories / Tools

% of Consumers

Massager
Roll-on, applicator, or
application kit
Soft brush for application (that
avoids fingers)

26%
8%
5%

Popular Brands
Parachute Coconut Oil

Bajaj Almond

Homemade Oil

Sesa (Ayurvedic)

Dabur Amla

Dabur Vatika

Figaro Hair Oil

Mahabhringraj

Vatika Coconut Oil

Almond Drops Oil

Ayurvedic

Castor Oil

Dabur Almond

Hair and Care

Mustard Oil

Olive Oil

Parachute Hairfall Therapy

Shanti Amla

Til Oil (Hibiscus)

Vatika Almond Oil

Vatika Value Added

1%
1%
1% 1%
1%

1%
1% 1% 1% 1%

3% 1%
3% 1%
3%3%
5%
3%
8%
4%

55%

Parachute a clear market leader, its pure Coconut Oil being the most
popular & trusted. A common response by consumers was I use it
simply because my mom also did

Competition
The product has an unique position such that it faces competition fro both
premium hair oils and therapeutic oils few competing products are compared
Parachute
(scalp
therapy)

Dove Hair oil

Dabur hair oil Indulekha

Hair oil

Positioning

Everyday use
hair care
formula

Premium hair
care oil with
exquisite
fragrance

Non sticky
almond oil

Premium
herbal and
medicated hair
oil

Value offering

Protection for
scalp and root

Smooth hair
with good
smelling oil

Non sticky
alternative to
coconut oil

Increase in Hair
growth dense

Price

Rs 137/- (100
ml)

Rs 185/- (100
ml)

Rs 72/- (100
ml)

Rs 425/- (100
ml)

Weakness

Lots of variants Expensive so

Heavy and

Very expensive

GEOGRAPHIC

Urban India: Metros

and Tier 1
PSYCHOGRAPHIC

Working and nonworking persons

Believes in age old
tradition that oil
actually nourishes
hair rather than
going for chemicals
and looking beautiful
BEHAVIORAL

Hair oils are typically

used before taking a
hair wash(2-3 times a
week)

GENDER

Female
(Predominantly) and
male

AGE

19- 50 yrs of age

PRIMARY MARKET

Married, Middle aged

people and
members of the
family
SECONDARY MARKET

Single people in their

twenties
LIFESTYLE

Upper Middle
Class;,SEC A1, A2
and A3
Socially Active
Working as well as
non working

POSITIONING

DEMOGRAPHIC
Female
(Predominantly) and
male
Late teens to old age
SEC A1, A2 and A3
Educated Middle
Class and Upper
Middle Class

TARGETING

SEGMENTATION

STP ANALYSIS - HERA HAIR OIL

POINTS OF
PARITY(POPS)

Available in different
Sizes
Suitable for different
Hair Types viz.
Dry/Oily etc.
Suitable for different
Hair Problems viz.
Dandruff, Dry hair,
Color protection
POINTS OF
DIFFERENCE

Relevance:
Emphasizing on Type
of Hair and the Hair
oil problems
commonly faced
Distinctiveness:
Light hair oils
focusing on repairing
the problem from its
root
Believability: Using
ordinary looking
(non-models) in