Brands
Marico bets on aloe vera to revive a legacy hair oil brand
MUMBAI: Marico is gambling that a dash of aloe vera can breathe new life into an ageing hair oil franchise. The Indian consumer-goods giant launched Nihar Naturals Shanti Aloe Vera Amla Hair Oil on 25 November, blending traditional amla—known for strengthening hair—with aloe vera for softness and shine.
The move signals ambition. Nihar Shanti Amla has long been a staple in northern and western Indian households, from Madhya Pradesh to Punjab. But today’s women want more than their grandmothers’ remedies. They want products that fit fast-paced lives and modern beauty ideals.
Marico’s India core business chief executive Ashish Goupal, core business, calls it “innovation grounded in consumer insight.” The company is the volume market leader in hair oils, making it both a privilege and a burden. “It is our responsibility to continuously expand the range of choices we offer,” says Goupal. This launch, he argues, modernises heritage whilst staying true to purpose: accessible, trusted haircare.
The new variant comes in sizes ranging from Rs 20 to Rs 120, available both in shops and online. In the fiscal year 2024-25, Marico posted turnover of $1.3bn, with international sales accounting for a quarter of revenue. Its brands—from Parachute coconut oil to Saffola cooking oil—reach one in three Indians.
Whether aloe vera can persuade a new generation to embrace amla remains to be seen. But Marico is betting that tradition, cleverly repackaged, still sells.
