Date:20/01/2004 URL: http://www.thehindubusinessline.com/2004/01/20/stories/2004012001610600.htm

Back P&G launches Rejoice shampoo

Our Bureau

Chennai Jan. 19

PROCTER & Gamble's shampoo `Rejoice' was launched today by film actress, Ms Laila, and Ms Vasundhrara, the President of the All India Beauticians and Hairdressers Association.

Rejoice, one of the company's internationally popular shampoo brands is priced at Rs 39 for a 100 ml bottle and Rs 2 for a 7.5 ml sachet.

Mr Ashok Chhabra, Executive Director, Procter & Gamble (P&G), said that Rejoice is the largest selling shampoo in Asia, and on an average 1,000 bottles are purchased per minute all over the world. Rejoice has a global sales of $500 million annually.

He said that the product's patented `micro silicone' conditioning technology gives it an advantage over other shampoos or home remedies such as henna, amla, reetha and shikakai. Mr Chhabra said that given the diversity of the Indian consumer and their varied hair needs, P&G has launched Rejoice in three variants - Rich, Complete and Silky Clean.

The company, along with AC Neilsen, conducted a survey and found that smooth tangle-less hair was need that ordinary shampoos did not meet. He said that in India, this problem was more acute as more women had long hair. The shampoo market in India is estimated to be around Rs 900 crore, with 61 per cent of the products being sold in urban areas. Mr Chhabra said that sachets accounted for almost 70 per cent of the sale.