Aim to drive the category penetration and strengthen its market presence.
Hyderabad, 15 November 2024 – Streax, a hair colour brand from Hygienic Research Institute Pvt Ltd (HRIPL), known for its innovation and contemporary styling products is excited to introduce its Streax Insta Shampoo Hair Color to the dynamic South Indian markets of Andhra Pradesh-Telangana and Karnataka. With this launch, Streax offers an accessible, quick, and easy solution for today’s fast-paced lifestyles, providing 100% grey coverage in just five minutes.
Streax Shampoo Hair Color, now at just Rs 10, brings innovation and convenience to South India—the biggest market for shampoo hair color. Enriched with almond oil and noni extracts, and free of ammonia and sulfates, it offers a gentle, conditioning experience that leaves hair smooth and healthy-looking. This new Rs 10 pack aims to make shampoo hair color accessible to a wider audience, enabling an upgrade to this innovative format while driving category penetration.
Speaking on the expansion to South Indian markets, Mr. Dheeraj Arora, MD & CEO of HRIPL said, ‘South India is emerging as a crucial driver for growth in the hair color segment, with the region experiencing remarkable growth, and Shampoo Hair Color (SHC) leading the category with impressive growth. We’re excited to disrupt the market with a highly accessible price point, offering consumers a convenient and affordable hair color solution at just Rs 10. This strategic pricing, combined with our commitment to ensuring product availability across key markets, reflects our focus on expanding share and meeting the evolving needs of consumers in South India”.
Priyanka Puri, Senior Vice President of Marketing at HRIPL, adds, ‘’With Streax Shampoo Hair Color priced at just Rs 10, we aim to make innovative hair color more accessible to consumers across South India—the largest market for this category. This accessible offering not only brings the convenience of our revolutionary shampoo format to more households but also encourages consumers to upgrade to this new, easy-to-use solution. As shampoo hair color penetration stands at just 15-17%, we believe this new SKU will help drive category growth while building on our success in the North, West, and East regions’’.
Streax’s commitment to empowering its consumers with trendsetting and practical hair care solutions continues with this latest offering. By launching the Shampoo Hair Color in South India, Streax aims to strengthen its market presence further and reach out to a rapidly expanding audience that values convenience and premium quality.
About Streax:
Streax is a leading brand offering a wide range of Hair Colouring, Hair Styling, and Hair Care Products. Their products are designed to make hair flaunt-worthy with just the right care. Their vision is to become the brand of choice for consumers seeking contemporary hair products, while their mission focuses on innovation, quality, and customer satisfaction. Choose Streax to enjoy shiny, and smooth hair that makes you Get Noticed.
About Hygienic Research Institute
Hygienic Research Institute Private Limited (HRIPL) is a prominent Indian leader in beauty and personal care products, specializing in hair care, skincare, and salon services. With over 60 years of legacy since 1957, HRIPL has grown from a single-brand promoter-owned entity to a multi-brand, multi-category organization backed by private equity and is known for brands like Vasmol, Streax, and Streax Professional, along with Florozone in skin care. Committed to quality, innovation, and customer satisfaction, HRIPL operates with a vision to offer excellent products and services globally while fostering growth and spreading happiness. The company boasts a robust manufacturing legacy across six locations, adhering to international quality standards. HRIPL is honored with accolades such as Great Place to Work, Best Workplace for Innovation, and recognition in the FMCG sector, underscoring its commitment to excellence in workplace culture and innovation.
