Bajaj Herbals, a part of Ahmedabad-based Bajaj group, is launching its herbal hair care

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range in India. The Bajaj group, which has two companies — Bajaj Herbals and Bajaj Foods – is 100 per cent export-oriented.

The herbal hair oil brand, Veola, owned by Bajaj Herbals, is now present in more than 18 countries. Besides hair care products, the company also exports a variety of food products like peanut butter, instant powder drink and flavouring essence to Europe and the US.

Sanjay Bajaj, managing director of Bajaj Herbals, told reporters in Mumbai that the company was entering the Indian market at the right time. “Consumers are increasingly shifting from chemical-based products to herbal ones. The launch of Veola hair oil is an opportunity for us to rewrite the category perspective and introduce a model where consumers have an access to choose different products of their needs from one brand,” said Bajaj.

At present, the company will be launching five variants of Veola in the Indian market. “We have put our distribution system in place by appointing super stockists in more than 35 cities. At present, we are targeting grocers and general stores. We will enter the modern trade after that,” said Gautam Bajaj, director, Bajaj Herbals. Veola will be seen in the consumer packs of 50 ml to 300 ml at a price range of Rs 16-Rs 85.

The company also plans to launch hair spa and herbal hair colour in the Indian market.

According to AC Nielsen data, the Indian hair care market is worth Rs 8,683 crore. The sector witnessed a 17 per cent value growth driven by hair oil and shampoos. The hair oil industry plays a dominant role in the hair care segment and is valued at Rs 2,800 crore.

With a turnover of $15 million, Bajaj Herbals is aiming a 10 per cent market share in India.