Nihar Naturals, Marico’s hair oil brand is gearing up for a slow new massage as it seeks to further penetrate the eastern market which it dominates with its new brand ambassador Alia Bhatt.
“There is a perception that Nihar is an east-dominant brand,” counters Somasree Bose Awasthi, Chief Marketing Officer (CMO), Marico.
She claims that it is a market leader in the value-added hair oil segment and asserts that the brand is “very big in the Hindi-speaking market (HSM) as well.”
According to Marico’s website, Nihar Natural has four variants: Nihar Natural Coconut Hair Oil, Nihar Natural Shanti Badam Amla, Nihar Natural Sarason Hair Oil and Nihar Natural Extra Care.
According to research and markets (in April 2023), the Indian hair oil market is valued at USD 1,536.6 million and is expected to witness a CAGR of 5.80% in the next five years. Nihar competes with brands like Dabur, Bajaj, MamaArth, WOW Skin Science, Indulekha and many more in the hair oil category.
Actress Vidya Balan has been carrying the weight of Nihar hair oil brand for 12 years. “We are proud to say that she has taken the brand to where it is. It is thanks to her, we are here. To take this brand to the next level, we needed someone equally, if not stronger,” said the CMO.
