Colgate-Palmolive India has forayed into the aromatherapy market with the launch of aromatherapy products.
With the object of making aromatherapy easily accessible to consumers, the product range includes shower gels, hand washes and bar soaps.
The aromatherapy products are available in two variants -- anti-stress and 'Energy'. Priced at Rs 90 for 250 ml of the shower gel, Rs 90 for 300 ml of the hand wash and Rs 22 for a cake of 100 gm bar soap, the range is targetted at the premium class of consumers.
Talking about the marketing strategy, Vikram kaushik, executive vice president, marketing, Colgate-Palmolive India, said, "We are planning to adopt a top down approach for this range. Beginning with the urban markets, we will let the product percolate downwards gradually."
The domestic market for liquid soaps grew about 25 per cent last year compared with negative growth in the other personal care. "We are aiming to tap the liquid soap market as it constitutes only 1 per cent of the total soap industry and there is lots of scope for growth," Kaushik added.
The entire range of products would be sourced from Colgate subsidiaries in Thailand, Turkey and Malayasia. The products were earlier launched in Europe, Malaysia and Thailand.
