The $250-million TIGI International Ltd of UK, a leading manufacturer of haircare products, has launched TIGI Haircare products for the first time in India. As part of its marketing strategy, the products will be distributed through Dia International Impex India Ltd (DIIIL) in 300 saloons across major cities in India. Says DIIIL marketing manager Mr Nitin Kalwani: "In fact, the products will not be available elsewhere in the Indian market. The company will provide hairdressers with the tool to create healthy hair with styling choices in consultation with professional hairstylists."The range includes 30 shampoos, conditioners and classic molding gel and gel gloss. The price of this premium-end products ranges from Rs 650 to Rs 3,000.
DIIIL is investing Rs 2 crore on the project in the first year of operation and plans to invest Rs 5 crore by the year end of 2002. The company is also investing Rs 10 crore on an advertising campaign slated for December 2000.
According to Mr Kalwani: "TIGI haircare provides product knowledge and uses business, managerial and retail training via the TIGI Educational Team.
Saloons too can gain the latest cutting skills from Toni&Guy educational programme which they can attain via product purchases."
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