ince 1997, when it launched top-end shampoo brand Head & Shoulders in India, Procter & Gamble India (P&G;) has had just two brands in the Rs 1,100-crore shampoo market. In early 2004, P&G; opened a third flank of attack when it added mid-tier brand, Rejoice, to combat the range of offerings from market leader Hindustan Lever Ltd (HLL). Known as Pert-Plus in the West, Rejoice, with its patented �Micro-Silicone� conditioning technology, is the largest selling shampoo in Asia, positioned as an affordable product that promises smooth and easy-to-comb hair. Rejoice rode its entry into India on the back of endorsements by the All India Beauticians� & Hairdressers� Association and Bollywood superstar Karisma Kapoor, as well as a host of regional film stars.

Pitched as a value-for-money hair solution brand, Rejoice is evidently P&G;�s first serious attempt at dishing up a more mass-based product from what is an otherwise relatively premium shampoo portfolio. "Rejoice was aimed to meet the needs of an entirely separate segment of consumers who could not use premium shampoos on a regular basis," says a P&G; spokesperson. ... more