For most Indians, Parachute Advansed instantly brings to mind the iconic blue bottle of coconut hair oil. Marico is now hoping that the same trust can help it carve out a space in the shampoo aisle with the launch of the Parachute Advansed Protein Shampoo.
The move marks a significant step for the company as it looks to expand the brand's role in the consumers' haircare routines. "Parachute Advansed has a very strong equity, which is rooted in trust," says Vikram Karwal, Chief Marketing Officer – India, Marico Limited. With ingredients such as coconut and aloe vera at its core, the company believes it has a strong point of difference in India's ₹10,000 crore-plus shampoo market.
For Marico, the launch stands for more than just adding another product to its portfolio. It is about taking Parachute Advansed beyond its space in oiling and into the cleansing category. Karwal calls it ‘an inflection point’ for the brand and a key growth opportunity for the company.
Interestingly, one of the biggest pillars of the launch is also one of the smallest pack sizes. While quick commerce has fuelled the popularity of larger bottles, Marico remains committed to the ₹1 shampoo sachet. Karwal points out that sachets continue to drive a large share of transactions in the category and remain crucial for trial. "Many consumers are actually sole users of sachets and they don't use rigid packs at all," he says, making them an important tool for driving penetration across the country.
The company is also reshaping how it reaches consumers. Marico plans to direct nearly 55 per cent of its advertising investments towards digital media, reflecting the change in consumer habits. "The new-age consumer is not willing to just have an one-sided communication," says Karwal. Instead, consumers are looking for conversations, recommendations and authentic advocacy, making influencers and creators an increasingly important part of the marketing mix.
While some believe traditional oiling rituals are losing relevance among younger consumers, Marico sees things differently. The challenge, Karwal says, is not the category itself but how brands communicate its benefits. By connecting haircare to everyday concerns such as pollution, travel and hair damage, the company hopes to keep the brand relevant for the new generation and the ones to come.
For now, the focus is firmly on making the launch a success. As Karwal puts it, this is ‘one of the biggest launches we are doing in the last decade’, signalling just how much Marico is riding on its newest haircare bet.
