CavinKare's Chik Shampoo has expanded its protein-based haircare range with the launch of Chik Egg Yellow Protein Shampoo, as the FMCG brand looks to strengthen its position in India's haircare market.
The new shampoo, formulated with Egg Yellow Protein, is designed to address common hair concerns such as roughness, dullness and poor manageability. The company said the product delivers enhanced conditioning while improving hair smoothness and shine.
Continuing its strategy of making haircare affordable, Chik has introduced the product first in its signature Rs.1 sachet format, with bottle variants set to follow.
Commenting on the launch, Rajat Nanda, Business Head - Personal Care at CavinKare, said,“Haircare in India is witnessing a significant shift, with consumers increasingly looking for ingredient-led solutions that address specific hair concerns beyond basic cleansing. Within this space, protein-based haircare has emerged as a key growth opportunity as consumers become more aware of the role of protein nourishment in improving hair quality, texture and manageability. At CHIK, we have always focused on understanding the evolving needs of Indian consumers and translating these insights into meaningful innovations. With CHIK Egg Yellow Protein Shampoo, we are strengthening our protein haircare portfolio and moving towards our vision of building a holistic protein haircare brand. This launch combines the power of a differentiated ingredient with our expertise in making effective haircare accessible to millions of consumers.”
Nanda further added, “CHIK’s journey has always been built around making innovation accessible. The sachet is not just a format for us, but a part of our brand DNA that has enabled millions of consumers to experience quality haircare. Launching CHIK Egg Yellow Protein Shampoo first in our iconic Re.1 sachet format reflects our commitment to bringing relevant innovations closer to consumers in the most accessible way.”
To support the rollout, Chik has unveiled an integrated marketing campaign centred on a television commercial across Andhra Pradesh, Telangana, Karnataka and West Bengal. The shampoo is initially available in these markets, along with the North East, with a wider rollout planned through additional pack formats.
