Mumbai: Marico Limited has announced its entry into the hair cleansing segment with the launch of Parachute Advansed Protein Shampoo, marking a significant expansion of the brand’s presence in the broader hair care category.
The move extends Parachute Advansed’s established equity in coconut-based hair care into shampoos, reinforcing Marico’s innovation-led growth strategy and its focus on expanding into high-value personal care adjacencies.
The newly launched shampoo range combines coconut milk with natural ingredients and is positioned around a differentiated proposition of preventing protein loss in hair. The portfolio includes variants targeting concerns such as damage repair, hair fall control, and shine enhancement through ingredients including aloe vera, rosemary, amla, shikakai, and almond.
Commenting on the launch, Ashish Goupal, CEO – India Core Business, Marico Limited, said, “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.”
Highlighting consumer insights behind the launch, Vikram Karwal, Chief Marketing Officer – India, Marico Limited, said, “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 for decades, 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 launches with eight variants and multiple pack sizes, including sachets priced at Re. 1 to drive accessibility and trial across markets. The portfolio will be available across general trade, modern trade, and e-commerce channels in SKUs ranging from 80ml to 1.2 litres.
The shampoo category entry forms a key part of Marico’s broader strategy to increase its share in India’s growing hair care market, while leveraging Parachute Advansed’s strong household penetration and brand trust to scale within the premiumising shampoo segment.
