The FMCG major is expanding its flagship Parachute Advansed franchise into hair cleansing as it targets a share of India’s fast-growing Rs 10,000-crore shampoo market
Home-grown FMCG major Marico has entered India’s competitive hair cleansing category by extending its flagship Parachute Advansed brand into shampoos, marking a significant expansion of its hair care portfolio amid intensifying competition in the beauty and personal care sector.
The company has launched Parachute Advansed Protein Shampoo, aiming to tap into India’s over Rs 10,000-crore shampoo market, which is currently dominated by multinational consumer goods companies and legacy domestic brands, particularly Hindustan Unilever and Procter & Gamble.
The move represents a strategic extension of one of India’s most recognisable hair oil brands into adjacent hair care categories, as Marico looks to strengthen its share of consumer spending across the broader hair care ecosystem.
According to the company, the Indian shampoo segment is currently growing at an annual rate of 9–10 per cent, making it one of the fastest-growing categories within personal care.
Ashish Goupal, Chief Executive Officer – India Core Business at Marico, said the launch aligns with changing consumer preferences and the increasing demand for nature-led beauty solutions.
“Extending Parachute Advansed into shampoos is a strategic step to address the growing consumer shift towards nature-forward solutions,” Goupal said.
He added that the expansion strengthens the relevance of the Parachute Advansed brand across the complete hair care routine while unlocking a sizeable long-term growth opportunity for the company.
“The initial response from consumers and the market has been encouraging, and we remain confident in the long-term potential of this product,” he added.
The shampoo launch also reflects Marico’s broader ambitions to scale its overall business significantly by the end of the decade. The company has previously stated its target of achieving Rs 20,000 crore in revenue by FY30 through category expansion, premiumisation and portfolio diversification.
Over the past few years, Marico has steadily strengthened its presence across premium and specialised hair care through brands such as Parachute Advansed, Livon, Hair & Care and Nihar. The company has increasingly focused on ingredient-led innovation and nature-inspired positioning to appeal to younger and digitally influenced consumers.
The latest launch builds on Marico’s wider strategy of expanding the Parachute Advansed franchise beyond traditional coconut oil products. In recent years, the company introduced several “superblend” variants featuring ingredients such as rosemary, bhringraj, almond, castor and olive oil to align with evolving beauty and wellness trends.
Industry analysts believe the entry into shampoos could help Marico deepen consumer engagement within a category where usage frequency is significantly higher than hair oils, potentially increasing wallet share and strengthening brand stickiness.
The move also comes at a time when India’s broader FMCG and beauty sectors are witnessing rising competition from digital-first brands, premium hair care startups and multinational beauty companies. Consumers are increasingly seeking specialised formulations, functional ingredients and premium experiences, especially within hair and skincare categories.
At the same time, companies across the FMCG sector are navigating inflationary pressures linked to higher crude oil prices, packaging costs and logistics expenses triggered by ongoing geopolitical volatility. Several consumer goods companies have already indicated calibrated price increases or pack-size optimisation strategies to protect margins.
Despite these macroeconomic challenges, India’s beauty and personal care industry continues to remain one of the fastest-growing consumer segments, supported by rising urbanisation, premiumisation trends and increasing digital influence on purchasing behaviour.
For Marico, the expansion into shampoos signals a deeper push towards becoming a more comprehensive hair care player rather than remaining concentrated within oils alone. As consumer preferences continue evolving towards complete hair wellness routines, the company is positioning Parachute Advansed to compete across multiple touchpoints in India’s rapidly growing personal care market.
