or all these years, marketers of hair care products had only women on their minds. Now, just once in a while, they are giving men a thought, too. Managers at Marico Industries were among them with the launch of a new hair cream, Parachute After Shower.

Though the market is still nascent, "We believe that the male personal grooming segment is just about to take off. This is the right time for this product," says Saugata Gupta, head of marketing, Marico. After Shower is being launched in phases and Marico has just done a three-month test marketing stint in Mumbai. ... more