Enters personal care business with Natural, the creator of Too Yum

The move will pit the maker of the Too Yum snacking brand against companies such as Dabur India, Patanjali and Himalaya.

Naturally’s hair care range will be supported by Bollywood actress Kriti Sanon, while Shanaya Kapoor is the face of the brand’s skin care range.

More hair and skin products such as body lotions will be introduced in the next few months.

Shashwat Goenka, Head of Retail and FMCG Sector, RP-Sanjiv Goenka Group, told reporters on Thursday that the company plans to capture 1.5-2% market share in this category in the next four to five years.

Goenka admitted that it would be a difficult task considering the presence of strong current players in the category.

“It is going to be a difficult journey. we really believe we should be able to hit ₹from 400 crores ₹500 crore in four-five years,” Goenka told reporters during a virtual chat.

Goenka said the brand will target Millennials and Gen Z consumers who look for alternative hair care and skin care products, but are unable to get that product due to pricing or product differences.

Launched as the pandemic has intensified the demand for products that are considered natural or good for consumers.

Researcher NielsenIQ said in a note earlier this year that consumers are more likely to choose beauty and personal care products that are high on personalization, natural ingredients, sustainability, and offer overall wellness.

The data confirm this trend. Natural shampoos grew by 15% for the year ended June 2021, while those for the large shampoo category grew by 7%. According to data sourced from Kantar, natural skin care products registered a growth of 30% over the same period, which is twice the rate of skin creams in general.