Marico enters hair cleansing market with Parachute Advansed Protein Shampoo

Business Desk — Tue, 26 May 2026 08:28:56 +0000

Marico Limited, a leading player in India’s FMCG sector, has announced its foray into the hair cleansing market with the launch of Parachute Advansed Protein Shampoo. This strategic move aims to expand the brand’s presence in the hair care segment by introducing a product that combines the benefits of coconut milk and natural ingredients.

Ashish Goupal, CEO of India Core Business at Marico, highlighted the significance of this launch, stating, “This launch marks Marico’s most significant category extension in recent years, translating Parachute Advansed’s strong coconut equity into a hair-cleansing format. Extending Parachute Advansed into shampoos is a strategic step to address the growing consumer shift towards nature-forward solutions. The launch reflects Marico’s commitment to purposeful, coconut-led innovation and strengthens its play in one of India’s largest and fastest-growing personal care segments – the ₹10,000+ crore shampoo market, which is growing at 9–10% annually. Parachute Advansed’s entry into hair cleansing unlocks a sizeable growth opportunity while enhancing the brand’s relevance across the entire hair-care regimen. The initial response from consumers and the market has been encouraging, and we remain confident in the long-term potential of this product.”

Vikram Karwal, Chief Marketing Officer for India at Marico, added, “When it comes to personal care products, consumers are looking for trusted brands that deliver on their needs well. Consumers are also increasingly choosing products backed by nature. When it comes to shampoo category, we saw this as an opportunity for Parachute Advansed. Armed with this understanding, we created a product that we believe will delight our consumers. This launch represents the strength of a brand built in India, for India, grounded in local consumer insight, crafted for Indian hair needs, and created with the same trust that has shaped the brand. It is backed by a robust, multi-format marketing plan spanning television, digital, creator-led collaborations and regional platforms. The brand already reaches millions of households and has always enjoyed a deep, authentic relationship with consumers, cutting across geographies and income groups. Our rollout strategy is designed to honour that breadth and ensure the brand shows up meaningfully wherever our consumers are.”

The Parachute Advansed Protein Shampoo range is designed to prevent protein loss in hair, positioning itself in the high-potential damage repair segment. The lead variant combines coconut milk with aloe vera, while the rest of the range includes ingredients like rosemary, amla, shikakai, and almond, each offering unique benefits such as hair fall control and shine.

The product line is available in eight variants across various pack sizes, including an entry-level sachet priced at Re. 1, promoting widespread trial and rapid market penetration. The range is available in 80ml, 170ml, 340ml, 650ml, 1L, and 1.2L sizes across general trade, modern trade, and e-commerce platforms.

Marico’s strategic focus on expanding its core portfolio into high-value adjacencies positions the company to tap into a category that reaches millions of households annually, opening significant growth opportunities in a rapidly premiumising segment.

Disclaimer: This article is based on a regulatory filing submitted to the National Stock Exchange of India (NSE).

Vikram Karwal | Business Upturn

Marico enters hair cleansing market with Parachute Advansed Protein Shampoo