Marico Limited has announced its entry into the hair cleansing segment with the launch of Parachute Advansed Protein Shampoo. This move expands the brand’s existing strong equity in haircare and taps into the growing ₹10,000+ crore Indian shampoo market, which is growing at 9-10% annually. The new range leverages coconut milk and natural ingredients, aiming to capture a larger share of the consumer’s hair-care spend and drive significant growth.
Marico Expands Haircare Portfolio with New Shampoo Launch
Marico Limited, a prominent player in the FMCG sector, has officially announced its strategic entry into the hair cleansing segment with the launch of its new product line, Parachute Advansed Protein Shampoo. This significant development marks a deepening of the brand’s presence within the broader hair care market and reinforces Marico’s commitment to an innovation-led growth strategy.
Strategic Market Entry and Product Innovation
The launch capitalizes on the established strength of the Parachute Advansed brand, extending its heritage into a new category. The new Protein Shampoo range is formulated with the goodness of coconut milk and natural ingredients, offering consumers proven benefits. This strategic expansion aims to address a growing consumer shift towards nature-forward solutions and tap into the substantial Indian shampoo market, which is estimated to be worth over ₹10,000 crore and is growing at a rate of 9-10% annually.
Ashish Goupal, CEO – India Core Business, Marico Limited, highlighted the significance of this launch as the brand’s most substantial category extension in recent years. He stated, “This launch marks Marico’s most significant category extension in recent years, translating Parachute Advansed’s strong coconut equity into a hair-cleansing format. Extending Parachute Advansed into shampoos is a strategic step to address the growing consumer shift towards nature-forward solutions.”
Differentiated Proposition and Growth Opportunity
The new Parachute Advansed Protein Shampoo range offers a differentiated proposition focused on preventing protein loss in hair. The lead variant combines coconut milk with aloe vera, targeting the high-potential damage repair segment. Other variants in the range feature a blend of natural ingredients like rosemary, amla, shikakai, and almond, designed to offer specific benefits such as hair fall control and enhanced shine.
Vikram Karwal, Chief Marketing Officer – India, Marico Limited, emphasized the brand’s grounded approach: “This launch represents the strength of a brand built in India, for India, grounded in local consumer insight, crafted for Indian hair needs, and created with the same trust that has shaped the brand.” The launch is supported by a robust, multi-format marketing plan, including television, digital, and influencer collaborations.
Product Range and Accessibility
The product portfolio includes eight variants available across multiple pack sizes, with an accessible entry sachet priced at Re. 1 to encourage widespread trial. Available SKUs include 80ml, 170ml, 340ml, 650ml, 1L, and 1.2L, catering to various consumer needs and purchase preferences across general trade, modern trade, and e-commerce channels.
Marico views the entry into the shampoo category as a key pillar of its strategy to capture a larger share of the Indian consumer’s total hair-care expenditure. The company anticipates this shampoo portfolio will be a significant contributor to Parachute Advansed’s overall growth, building on the brand’s widespread reach and established consumer relationships.
Company Background
Marico Limited is a leading consumer goods company operating in the global beauty and wellness categories. During FY25-26, the company recorded a turnover of ₹136.1 billion (USD 1.5 billion) through its products sold in India and international markets in Asia and Africa. The company’s brand portfolio includes well-known names such as Parachute, Saffola, and Hair & Care.
Source: BSE
