Raymond Group to introduce beer shampoo into Indian market

Raymond Group, an Indian branded fabric and fashion retailer, is planning to introduce beer shampoo after Hollywood actress Catherine Zeta Jones revealed beer was the beauty secret of her hair.

The firm is planning to introduce the new hair care product under its men’s grooming flagship brand Park Avenue.

Shampoo aids to maintain hair growth as the malt and hops in beer are protein-rich and helps the growth and strength of hair.

Raymond’s FMCG arm JK Helene Curtis business director Anil Kulkarni told the newspaper Economic Times that the beer shampoo is India’s only such product made within the country.

"The product is targeted at the stylish young Indians, who want to groom themselves with innovative products," Kulkarni added.

Raymond’s is planning introduce the new hair care product in retail stores over the next few weeks , with a price tag competing with the shampoo brands such as HUL’s Clear and P&G’s Head &Shoulders which are targeted at men.

The firm said it did experiment with beer shampoo many years back at a lower level penetration into the market, but now it would be the first time when it will introduce in the country in large scale.

According to global market research firm RNCOS, the male cosmetics market in India will grow at an annual rate of 20% during 2010 to 2014 as men spend more than before on looking good.

The Indian men’s grooming product market is worth INR30bn ($568.55m), and top shampoo brands are HUL’s All Clear and Procter and Gamble’s Head and Shoulders.

Park Avenue is a 25-year-old brand, whose male grooming range includes deodorants, soap, face washes, shaving gels, after shave lotions and hair creams.