Sunsilk relaunches to increase share

The move aims to increase the brand's current 18 per cent share of the US$220 million shampoo market in India.

An HLL spokesperson said: "Sunsilk was always a shampoo with natural ingredients and it was found through consumer research that this is one of the most-liked attributes of Sunsilk. Keeping this in mind, we decided to enhance the role of natural ingredients in the shampoo."

While one variant, Sunsilk Natural Nourishment, is being discontinued, four others now have new ingredients incorporated into them - including lemon, tamarind, yoghurt and milk proteins - to increase appeal.

The brand's two most popular lines are Black Shine and Silky Strength.

A new variant, Curl Control, was also recently introduced.

For the relaunch, the company is planning a multimedia blitz, including television, print, radio, outdoor and direct.

The company did not reveal its media budget; however, its annual monitored spend is about US$4 million.

HLL has a share of about 55 per cent of the shampoo market, with its leading brands being Sunsilk and Clinic, as well as Lux, an extension of the Lux soap franchise.

The Indian shampoo market is dominated by single-use sachet packets of between five to eight milliliters. All leading brands are sold in these pack sizes, which account for up to 60 per cent of the total volume of shampoo used in the country every year.

Apart from HLL's lines, other brands include Pantene and Head & Shoulders from Procter & Gamble, Chik & Nyle from south Indian price-warrior company CavinCare.