Dr. Batras' Positive Health Products has launched a range of shampoos - for normal hair and an anti-dandruff variant - and conditioner. The company, part of the Dr. Batra's Group, also has a homeopathic clinic.
The shampoos and conditioner are being distributed through Synergy Distributors. The advertising and marketing budget for the launch will include press and TV advertising, outdoor and in-store promos, with a budget of about Rs 4 crore.
The size of the country's shampoo market is estimated at about Rs 1,064 crore, of which cosmetic shampoos make up about 60 per cent of the market, and herbal shampoos make up 40 per cent, said Dr. Mukesh Batra, Chairman & Managing Director. But a large number of consumers are dissatisfied with their current shampoos, he added. The company's products claim to offer the ideal acid-alkali balance of 6.5, herbal active ingredient such as henna, aloe vera and amla, and lower quantities of detergent, as compared to other products in the market. Dr. Batra's shampoos and conditioner are priced at Rs 59 for 100 ml and Rs 115 for 250 ml.
The company plans to achieve a volume share of one per cent over the next six months, and also plans to export the products to the US, the UK, West Asia and Mauritius.