L’Oréal India is considering the launch of several ‘natural’ products in India in a bid to challenge Pantanjali Ayurved’s growing dominance in the market, according to a report published by The Business Standard.
Patanjali is posing an increasing threat as it gains market share at the expense of the multinationals. Colgate-Palmolive has seen its position as market leader challenged in recent months thanks to the local player’s increasing popularity with Indian consumers.
Jean-Christophe Letellier, MD of L’Oréal India told The Business Standard, “We do have what we call ‘Champions of Nature in our portfolio. So organic products under Body Shop or the Kiehl’s range of high-end products are all positioned on the naturals platform. Even conventional, mass-market products under Garnier use a high-degree of natural ingredients.”
Sanoflore is thought to be the first brand that will be introduced to the market, and the company is also looking at NPD to incorporate Ayuvedic principles in future launches. “We have a research and development center in Bengaluru, which is working on a formulation that will marry conventional science and Ayurveda. Action on this front will grow in the future,” said Letellier.