Jolen Intl to expand product range

Sanjay Sardana

New Delhi, May 17: JOLEN International, India’s leading manufacturer of a range of hair styling gels and bleach creams, is expanding its range of consumer care products. The company is now adding shampoos, creams, hair removing creams, sun protection creams, facial scrubs and fairness creams to its basket of health care and personal grooming products.

Jolen International, which has a technical collaboration with the $200-million Laboratoire Nouveau Inc of the US, has taken a plunge into the huge domestic market of over Rs-1,800 crore for shampoos, creams, and other such products.

“With the help of Laboratoire Nouveau, which is providing us key ingredients for these products, we will offer international quality product at competitive and moderate prices,” Jolen International director Gaurav Jain told The Financial Express.

“These products will be marketed through extensive retailing,” he added.

After launching the range in north, central and western part of the country, the company is now entering the eastern and southern market as well with its enhanced product range.

Mr Jain ruled out setting up of exclusive showrooms offering Jolen range of healthcare and personal care products.

In the cream segment, Jolen will offer the whole range including cold creams, massage creams and all-purpose creams.

In the first phase, the company is launching shampoos, creams, hair removing creams, which will be followed by sun protection creams, facial scrubs and fairness creams. “Although we are currently making medicated toothpastes and hair dyeing colour for other manufacturers, we do not have any plan to enter these segments on our own due to the presence of a number of established players,” Mr Jain said.

“We plan to push products including shampoos, hair removing creams, sun protection creams, facial scrubs and fairness creams through extensive advertisement and media campaigns and other promotional activities. The company has set aside Rs 2 crore for promotional activities this year,” he said.

“In the first phase, we will push these products in the domestic market where there is a huge potential and later we will also go in for export of select products,” Mr Jain added.