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To expand its personal care basket, Philips India has added a hair appliance range for women, which will be marketed under the brand KeraShina. “In the past two years, we have been launching lifestyle products targeting the youth, and believe these are not appliances but gadgets,” said A.D.A Ratnam President, Consumer Lifestyle, Philips India. The company aims to target both metros and tier 2,3 towns with its new range and plans to launch an aggressive campaign and brand activation. He said the hair care range had been launched keeping in mind the growing aspirations among youth and giving them the freedom to style their hair. The products are priced in the range of Rs 2,295 to Rs 2,595. Ratnam said the company’s consumer lifestyle business had been growing fast and India was among its key focus countries.
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