Bajaj Herbals enters the Indian market with hair care range

By afaqs! news bureau , afaqs!, Mumbai | In Marketing | January 07, 2010
Dia Mirza endorse the flagship product, Veola Amla Hair Oil

Bajaj Herbals has entered the Indian market with its first product, Veola Hair Oil. The company has been in the herbal and food products market since 1998.

The brand started off with peanut butter under the brand name, Savory, and then quickly moved on to manufacture of powder drinks and food colour as well. All these products were being exported to Europe, Canada, UAE, Singapore and other international markets.

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Speaking to afaqs!, Sanjay Bajaj, managing director, Bajaj Herbals and Bajaj Foods, expressed the possibility of the company's other products entering the Indian market soon.

Bajaj Herbals has had a good run in the international markets that it is present in, and aims to duplicate that feat in India too. The company has decided to launch its hair care products in India, to mark its entry into home ground.

The hair care industry in India is presently valued to at Rs 8,683 crore, according to media reports. It has witnessed a 17 per cent value growth, driven by hair oils and shampoos. Bajaj Herbals hopes to occupy about 10 per cent of the urban hair care market with its products.

The company has launched a range called Veola, which includes hair oil and hair spas. Veola has been present in the Middle East for about three years now. The flagship product in India will be Veola Amla Hair Oil. The other variants include almond hair oil, olive oil, colour lock hair oil and henna based hair spas. There are other products under the Veola umbrella as well; but presently, only the oil and hair spa have been launched.

Amla hair oil has been chosen for the brand's debut, since in India, amla and its goodness for hair have been hailed for a long time. Bajaj Herbals hopes that this age-old tradition will be a volume driver for the brand in India.

While addressing the press at the launch event, Bajaj defines the woman that Veola would like to target as someone who believes in freedom of expression, is carefree, has high self-esteem and wants to be seen as an ambitious individual.

Actor Dia Mirza has been signed on to endorse the brand, because she embodies the target audience that Veola wants to reach. Veola is aimed at creating a customer base among the 18-35 year old women in urban and semi-urban India. The current contract with the brand ambassador has been signed for a year.

Describing the brand personality, Bajaj says, "Veola is knowledgeable, sage, caring and confident and will be a woman's best friend when it comes to her hair care needs." Veola Amla Hair Oil is being positioned as the hair oil for attractive-looking hair. The tagline is, 'Your Best Friend'.

The communication has been created by Triton Communications and features the brand ambassador. The film, which will be released in about a week, is the story of how Mirza is noticed by the man of her dreams, when her hair becomes shinier and silkier because of Veola Amla Hair Oil. The current campaign will include some more ads of the variants under the category.

The creative agency that works on the communication in UAE is Percept Gulf.

All the products under Bajaj Herbals are manufactured at Ahmedabad in Gujarat. There is also a marketing office in Dubai, UAE.