India Hair Care Market Outlook, 2027-28

India is one of the prominent countries with dynamic consumerism, which has paved the way for the strong growth of the hair care industry. A large population and positive network externalities have helped India to achieve substantial growth in the business of organic hair care over the past half-decade. Growing use of organic and herbal hair care products such as olive oil-based shampoos, oils, conditioners, hair gels, and others has paved the way for strong market growth over the long run. Additionally, the Indian government has restricted some chemicals from being used in manufacturing hair care products, such as ammonia in hair color. This, in turn, has created a pathway and a blueprint for organic manufacturers to enter the hair care business with full force. From a consumer standpoint, rising inclination and awareness of organic and herbal hair care products over synthetic products is anticipated to create ample opportunities for organic hair care stakeholders. In addition to that, the continuous improvement of literacy rates, the enhancement of consumers’ healthy lifestyles, fashion consciousness, consideration of personal grooming and extended lifespan, plus improvements in conditions and distribution channel development in rural areas, has all created opportunities for the expansion of the hair care market.

According to the report, 'India Hair Care Market Outlook, 2027-28' published by Bonafide research, the market is anticipated to grow with a CAGR of more than 8% in value terms during the forecast period starting from 2022-23 to 2027-28 and the market is anticipated to reach more than Rs. 44800 crores at the end of forecast period year 2027-28. The overall hair care market is segmented into hair oil, shampoo, hair color, hair serum and other hair styling products. Increased use of hair care products is due to a change in lifestyle with the impact of western culture, rising disposable income, and the trend of urbanization. Furthermore, the impact of advertisements, with the influence of Bollywood, and the trend of personal grooming, also triggers the market. Hair care products as well as hair styling products are getting popular among both women and men.

The increasing number of market players with good brand value, which consumers accept with satisfaction, explains the high penetration in basic hair care products such as hair oil and shampoo. But the entry of herbal products into this segment has disrupted the market slightly. And products such as hair colour, serum, hair gel, hair wax, hair spray, and other hair styling products have a growing future as today’s consumers are more ready to experiment with their looks than before. For instance, it is not surprising to dye one’s hair a very odd colour in India nowadays. Thus, this segment is expected to attain higher growth than hair oil and shampoo in upcoming years.

Over the medium term, changing consumer dynamics and increasing product awareness are expected to majorly drive the market. These changes are due to the high millennial population, migration towards cities, and rising women's employment. Also, the focus on the premium sector has been identified to grow among the urban and youth population, with consumers willing to spend a decent amount on products offering faster results. Products designed for specific hair types are gaining popularity among users, with companies now focusing on products rich in active ingredients.

India's hair care and styling products market is a highly fragmented market due to the presence of various giant players and local players such as L'Oreal, Henkel, Procter & Gamble, Hindustan Unilever Limited, Garnier, and others. Product innovation is one of the most adopted strategies with the infusion of natural and organic ingredients to meet the growing hair concerns of consumers, such as hair fall, dandruff, colour protection, and others. The companies are expanding their presence in the professional hair care segment, which is another active strategy followed by the companies.



The hypermarkets, supermarkets and retail Chains segment led the market in 2021. This is attributed to the fact that supermarkets and hypermarkets offer options such as discounts and the convenience of instant gratification. Hypermarkets and supermarkets remained the most preferred points of sale for hair care and styling products in India due to their large retail space and availability of diverse product ranges across various brands. Additionally, increasing product awareness in rural and semi-rural areas further pushes the market penetration with companies looking forward to expanding in new sectors with products offered at small volumes at low costs. Hindustan Unilever retained its market leadership, aided by the strong performance of its flagship brands such as Dove and Sunsilk.

At the same time, Patanjali Ayurved recorded the fastest growth rate in terms of volume sales. This is due to high product penetration and availability through various supermarkets across the country, leading to market growth. Moreover, increasing internet penetration and the push of e-commerce companies to attract consumers are driving the sales of e-commerce. In contrast, sales from physical retail channels continue to dominate the market. Easy availability of the products in the stores coupled with ease of buying are some of the key factors leading to the dominance of the general store segment in the hair care market. Moreover, the buyers can check the products on their own before buying from the stores, which is further contributing to the growing trend.

India’s hair care market has yet to evolve past the basic products and routines, providing significant opportunities for brand—especially those which can use local ingredients. According to the obtained data, 87% of Indian consumers have used shampoo in the last 6 months, while 70% have used hair oil. Only 22% have used a rinse-off conditioner. Among women, 93% have used a shampoo, 27% have used a rinse-off conditioner, and 73% have used hair oil. However, with rising awareness of different hair care routines and products such as scalp treatments, the market is opening up opportunities for beauty and personal care brands in the market.

The Indian hair care market is driven by continuous technological developments in the manufacturing of haircare products. In addition to this, an upsurge in hair related problems owing to climatic changes is anticipated to rev up the hair care market during the forecast period. Another way to capture consumer interest is to utilize natural ingredients. The popularity of veganism is growing in India and, for many consumers, vegan products are considered natural. Haircare brands can take advantage of the vegan trend by launching plant-based products or incorporating trusted natural ingredients like coconut and olive oil into current formulations. For instance, onions have been used as an ingredient for cooking in Indian kitchens for centuries. However, in addition to cooking, they have also been used to stop hair fall as well as aid hair growth.

Driving innovation within the hair care sector is that of customization, both passive and active. Active customization refers to create-your own style approach gaining traction. Passive hair care customization is further facilitated by high-tech advances which enable consumers to monitor their hair and scalp health in real time via apps. New innovations such as pre-shampoos, scalp masks, and exfoliators are expected to gain higher traction in India by the upcoming timeframe. Furthermore, brands are engaging consumers passively by offering DNA-customized products created in line with consumers’ individual hair profiles. This approach to passive hair care product customization is further facilitated by high-tech advances, which enable consumers to monitor their hair and scalp health in real time using apps and devices. In the big gold rush that the Indian beauty industry has spawned in recent years, hair care has found its way to the top of the charts, with global and national brands expanding their portfolios and widening their distribution platforms in the category. Big brands such as P&G, Marico, HUL, and Cavinkare have launched special products to capture the premium end of the market in urban India while offering affordable entry-level extensions for first-time users in small towns.

Godrej Professional, a professional brand with products across hair colour, care, styling, and keratin from Godrej Consumer Products Limited (GCPL), announced Suraksha Salon 2.0, an industry-first initiative focused on the health, wellness, and protection of the salon community. In its first edition, introduced in 2020, Suraksha Salon focused on helping the salon community with necessary hygiene solutions, education on safety and hygiene for salon infrastructure and services, and back-to-business support. Through Suraksha Salon 2.0, Godrej Professional will be providing priority vaccination to 10,000 hairstylists, beauticians, and salon staff across India. Furthermore, Kevin Murphy enters the Indian market with a new hair care line. The brand holds a vast array of exciting products ranging from shampoos, conditioners, treatments, and styling products that cater to all hair types, ensuring that the hair looks runway ready. Some of the bestsellers from various ranges by the brand include Thickening (plumping), Hydrate and Volume in haircare, and the Session Sprays, Curl Cream, and Night Rider within the styling range. Also, Kevin Murphy is dedicated to making green, environmentally friendly choices across all aspects of the brand.

Recent Developments
• In May 2022, Medimix, the flagship brand of the AVA group, announced the launch of its new hair care product, i.e., Total Care Shampoo. The company claims that the "Total Care shampoo" is suitable for all hair types. Medimix total care shampoo is made of nine natural herbs and other essential ingredients, which include neem, rosemary oil, licorice, tea tree oil, Datura, wild ginger, wheat protein, bakuchi, and apple cider vinegar.
• In January 2021, Emmbros Overseas, one of the fastest-growing Indian companies in the Beauty and HPC (Health & Personal Care) segment, introduced their premium all-new haircare range-GO Range under St Botanica. This range includes India’s first purple shampoo and conditioner.
• In May 2021, Atulya introduced a hair care product range made with Veg Keratin, a vegetable alternative to animal keratin, for the first time in India.
• Toni & Guy's, a leading brand in India, introduced a new Perfect Tease which is not only transparent but it also offers lightweight hold without reducing shine.
• L’Oréal Paris has announced the launch of a new hair care range, Botanicals Fresh Care, a new naturals-focused launch with which it looks to expand its presence in the premium hair care segment.

Covid-19 Impacts:
In 2020, when the pandemic was unleashing its first wave in the country, the government, as part of its measures to prevent the spread of COVID-19, restricted the mobility of people, which included restrictions on social events and gatherings. The same restrictions were applied during the first half of 2021, from March to June, when the second wave struck. As for the hair care industry, it experienced slowing growth from the start of the pandemic, as its crucial distribution channel, hair salons, was shut for brief periods in both 2020 and 2021 due to lockdowns. Even when salons were open, many consumers chose not to use them, due to fear of contracting the virus. The pandemic situation has been quite stable in the country since the second half of 2021. Even though the economic magnitude of the pandemic on brands and retailers will be far greater than any recession, there are signs that the hair care industry may once again prove relatively resilient. In various markets, consumers report they intend to spend less on cosmetic products in the near term (primarily driven by declines in spending on color cosmetics).

Covered in the report:
• India Hair Care products
• Hair Oil products
• Shampoo products
• Hair Colour products
• Hair serum products
• Hair Styling products

"India Hair Care Market Outlook, 2027-28" discusses the following aspects of hair care in India:

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The report gives an in-depth understanding of the hair care market in India:
• India Hair Care Market Size By Value & Forecast
• India Hair Care Market Segmental Analysis: By Company, By Product Type
• India Hair Oil Market Size By Value & Forecast
• India Hair Oil Market Segmental Analysis: By Company, By Product Type
• India Shampoo Market Size By Value & Forecast
• India Shampoo Market Segmental Analysis: By Company, By Product Type
• India Hair Colour Market Size By Value & Forecast
• India Hair Colour Market Segmental Analysis: By Company, By Product Type
• India Hair Serum Market Size By Value & Forecast
• India Hair Serum Market Segmental Analysis: By Company, By Product Type
• India Hair Styling Products Market Size By Value & Forecast
• India Hair Styling Products Market Segmental Analysis: By Company, By Product Type
• Product Price & Variant Analysis
• Major Players of the Market.

This report can be useful to Industry consultants, manufacturers and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

Report Methodology
The information contained in this report is based upon both primary and secondary research. Primary research included interviews with various channel partners of hair care in India. Secondary research included an exhaustive search of relevant publications like company annual reports, financial reports and proprietary databases.

Intended Audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the hair care industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.