India: P&G builds share with new Pantene hair loss product

The new variant is expected to contribute encouraging incremental growth, said the company, but it declined to offer any projections about its potential size or contribution.

Pantene currently has a 7.5 per cent share of the US$185 million Indian shampoo market, and has five other variants on offer, including an anti-dandruff offering, and one aimed specially at longer hair, which is common among Indian women. "Other Pantene variants will continue to be available as always, together meeting all the relevant needs of consumers in India," said Rahul Malhotra, country marketing manager, P&G India.

The new variant, available in sachet packs and bottles, was launched by model Katrina Kaif, and will be supported by TV, as well as print and outdoor, created by Grey Global Group. "Our communication leverages a real woman's hair fall concerns by dramatising the situations and the feelings associated with hair fall," said Malhotra.

P&G also markets its Head & Shoulders brand in India, and recently launched a mass-market, low-priced shampoo called Rejoice.