The Hindu Business Line : Shampoo war: How will it wash?

P&G is expected to reduce the prices of its shampoo brand Pantene from April 1. The company is also introducing a new variant to arrest hair fall under its Pantene franchise. Pantene Hairfall, one of its existing variants worldwide, is being brought into the country to address a relatively unaddressed area in shampoos.

After HLL declared its `one plus one' free offer for its Sunsilk and Clinic Plus Shampoos, P&G has finally decided to react to this scheme with a new offering under its Pantene franchise. Pantene Hairfall is expected to be name of the new variant, which the company is introducing in the Indian market as a `unique new shampoo' taking care of hair fall. The new variant is expected to be endorsed by model/actress, Katrina Kaif.

At the same time, according to P&G stockists and distributors in Mumbai, the company has already removed the existing Pantene stocks from the market and is likely to come back with reduced prices by nearly 33 per cent. Distributors are expecting a Rs 20 drop in price for the Pantene franchise. The brand currently retails at Rs 64 for 100 ml and Rs 117 for 200 ml.

The company is expected to make a formal announcement on April 1 at a press conference in Mumbai.

At the conference it has also roped in its principal scientist from its R&D centre at Kobe in Japan to talk about the virtues of its latest offering. Besides P&G's Country Market Research Manager is also expected to talk about the benefits of the new brand.

Speaking to Business Line, Mr Ashok Chhabra, Executive Director, P&G, said, "We are going to launch a new variant which has not been there in the market before. It will address the area of hair fall. However, I am not in a position to either confirm or deny about a price cut right now."

Pantene at present sports five variants such as Lively Clean, Long Black, anti-dandruff, while Head & Shoulders is available in four variants. Recently it launched a third shampoo brand, Rejoice, in the market.

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