MUMBAI (GPN): Godrej Expert, India’s foremost and largest selling hair colour trusted by over 5 crore households, has created a disruption in the hair colour category with Godrej Expert Easy, a shampoo based hair colour. Priced at INR 29/-, Godrej Expert Easy is a modern and convenient way of hair colouring. Just like shampoo, one simply needs to apply the product on dry hair and in 5 minutes the entire colouring process is completed.  The colour is enriched with natural ingredients like amla and shikakai. This innovation has been the shining star of the brand, becoming a favorite amongst all users.

The shampoo based hair colour format has had a dramatic growth in India, in the last 4 years. Currently, the market size of shampoo hair colour is pegged at INR 330 crore growing at a CAGR of 61%. One of the main reasons for this shift initially, was the easy and quick product usage, perfect for time-pressed consumers. Now, with all of us being home and preferring to not step-out, the shampoo based hair colours are more in-demand. Just like shampoo, Godrej Expert Easy can be applied on hair with gloved hands making it easy to cover harder to reach areas like back of head. There is no need for brushes or bowls. Godrej Expert Easy makes hair colouring easy to do it yourself without anyone’s help. Godrej Expert Easy shampoo hair colour is available in three variants including Natural Black, Natural Brown and Burgundy.

Commenting on Godrej Expert Easy, Mr. Sunil Kataria, CEO – India & SAARC, Godrej Consumer Products Limited, said, “Today, Godrej Consumer Products is the biggest hair colour company in India. Our brand Godrej Expert aims to be the first hair colouring experience of every Indian. Godrej Expert Easy shampoo hair colour, is an innovation in the hair colour category sized at INR 4876 crore and growing at a rate of 6.6%. Through this offering, we are giving a solution to consumers who have time paucity and want to colour their instantly. Simplifying the entire process and achieving a new coloured hair look in 5 minutes is what makes Godrej Expert easy an innovation. We hope to see the demand increase for shampoo hair colour especially with the upcoming festive season”

Godrej Expert Easy shampoo hair colour aims to reach out to a wider audience, using a strong and robust distribution network of the company. Especially with the festive season coming up and everyone wanting to look their best from the comfort of their homes, the demand for shampoo based hair colour will increase. ENDS