For generations, the OG blue bottle of Parachute Advansed has been synonymous with hair-oiling in Indian households. Now, Marico is taking the brand into a new phase of growth with its new Parachute Advansed Protein Shampoo, a coconut-based offering aimed at strengthening its presence in the broader hair care category. In a conversation with IMPACT, Vikram Karwal, Chief Marketing Officer – India, Marico Limited, shares why sachets remain critical despite the rise of quick commerce, how the company is shifting more than half of its media spend to digital platforms, and why he believes traditional oiling rituals continue to hold relevance for younger consumers.
Q] How will a ₹1 shampoo sachet make an impact at a time when consumers increasingly buy full-sized bottles through quick commerce platforms?
Sachets continue to be a significant contributor to transactions within India’s cleansing category. They remain strategically important because they help drive penetration, trials and repeat purchases, all of which are critical when introducing a new product.
A large number of consumers still exclusively rely on sachets and do not purchase rigid bottle formats at all. For us, the sachet is not just a pack size; it is an important access point that allows consumers to experience the product at a low entry cost. If we want to drive mass adoption and build penetration across India, sachets will continue to play a vital role in that journey.
Q] When consumers think of Parachute Advansed, they immediately think of the iconic blue bottle. What was the thought behind launching a shampoo, particularly a protein-based one?
Parachute Advansed enjoys very strong equity built on trust. It is a brand that has been part of Indian households for more than three decades and has been embraced across generations. It is deeply associated with haircare, particularly hair-oiling.
At the same time, shampoo is a large and evolving category worth over ₹10,000 crore. We saw a significant opportunity because we have strong points of differentiation. Coconut provides nourishment, while aloe vera offers softness. Combined with the trust and credibility of Parachute Advansed, these ingredients give us a compelling proposition within a category that is currently dominated by established incumbents.
This is also an important strategic move for both the brand and the company. We do not want to be present only in the pre-wash stage of haircare. By entering the cleansing segment, we are extending our relevance into the wash routine as well. It marks an inflection point for Parachute Advansed and creates a new avenue for growth, both for the brand and for Marico.
Q] Marico appears to be moving beyond traditional advertising towards creator-led and digital-first storytelling. What is driving that shift?
Absolutely. We are making a big shift in that direction. Going forward, nearly 55 per cent of our advertising investments will be allocated to digital media. Television continues to play an important role in driving mass awareness and will remain an important medium. However, today’s consumers do not want one-way communication. They want to engage with brands, participate in conversations and seek recommendations before making choices.
Social media has become an important touchpoint because consumers actively look for information, reviews and advocacy online. It allows brands to engage directly, provide guidance and help consumers make informed decisions. Influencers are particularly important in this context because they can provide authenticity and advocacy. Consumers seek advice from creators they trust. Whether it is Meta platforms or influencer partnerships, we intend to collaborate strongly across these ecosystems because they play a critical role in driving salience and consideration.
Q] Traditional oiling rituals are often perceived as less relevant among Gen Z and younger consumers. How are you addressing that challenge?
When it comes to coconut-based haircare solutions, consumption remains strong in India. We do not believe oiling is fading away. Consumers continue to recognise and appreciate the nourishment benefits that oiling provides. However, younger consumers need to be engaged differently. Traditional ways of communicating those benefits may not always resonate with them. Brands today need to understand the realities, aspirations and tensions that shape consumers’ lives.
Modern lifestyles are fast-paced. People are constantly on the move and their hair is exposed to pollution, traffic, travel and environmental stress. These are real concerns that consumers experience every day. The role of the category is to demonstrate how it can meaningfully address those concerns. As long as consumers see that relevance and understand how the product fits into their lives, they will continue to engage with the brand. For us, that relevance is key to building stronger connections with younger audiences.
Q] Looking ahead, what can consumers expect from Marico and Parachute Advansed in terms of premiumisation and innovation?
At the moment, our focus is firmly on our new shampoo. This represents one of the biggest launches Marico has undertaken in the last decade. We have not seen this level of scale and ambition behind a launch for quite some time.
Our immediate priority is to establish the category; build scale and deliver the ambitions we have set for it. As for future innovations and premium offerings, we will certainly share more when the time is right. For now, our energies are focused on making this product a success and ensuring that Parachute Advansed can build a strong presence in the shampoo segment.
PROFILE
Vikram Karwal, who serves as Chief Marketing Officer - India at Marico Limited, brings over two decades of experience across marketing, brand-building, innovation, e-commerce, sales operations, and business strategy. Having held leadership roles at Mondelez and Cadbury, he has driven growth across India, Europe and Southeast Asia. Known for his data-driven approach and consumer-centric mindset, Karwal passionately builds brands, fosters innovation, and delivers sustainable business growth.
ABOUT THE BRAND
Marico, one of India’s leading consumer goods companies, operates in the global beauty and wellness category. Through its diverse portfolio of brands including Parachute, Saffola, Hair & Care, Parachute Advansed, Nihar Naturals, Mediker, Pure Sense, Coco Soul, Revive, Set Wet, Livon, Beardo, Just Herbs, True Elements, Plix, Cosmix, and 4700BC, Marico touches the lives of one in every three Indians.
FACTS
Media Agency: PHD
Creative Agency: WPP
Digital Agency: Wingman Group
PR Agency: PR Pundit Havas Red
