Beauty giant L’Oréal is due to launch a new Ayurvedic hair care range in India under the Garnier Ultra Blends line.

According to The Mumbai Times, the company is set to capitalize on the growing trend for ayurvedic products and create a range of shampoos, conditioners, oils and creams to launch initially in India before rolling out across Asia.

The launch is said to be a global initiative that will no doubt challenge the likes of local FMCG giant Patanjali, which is creating much competition in the Indian naturals market.

Jean-Christophe Letellier, MD at L’Oréal India, said, “Patanjali is not a threat or trigger for the launch as aspiration for natural products is a global trend and not just in India. We need more such players to develop the market and Garnier will help penetrate the market further.
“While we have used global efficiency and expertise in hair care, the formula is crafted and developed for India.”