Marico strengthens its presence in Egypt with the launch of three new products in the hair care category


كتب : محمود حاحا _ بوابة الاقتصاد

: Marico Limited, a leading manufacturer of global personal care products, has launched three new products in the hair care category in the Egypt market. Recognising the consumer demand, Marico forays in the shampoo category under its well-known brand range Fiancée and Hair Code. The company also introduces its latest innovation – Herbs India hair oil, that comes with a unique nourish tube of 7 herbal seeds.

Marico aims to meet the needs of different customer segments and expands its portfolio by adding these 3 new product lines –

Fiancée 7-in-1 Shampoo: Appealing the consumer with its 7in1 concept in oils, Marico decided to expand the brand by offering Fiancée Shampoo in 7in1 ingredients. The aim is to build a 7in1 Hair care routine for the consumers. The 7in1 shampoos have 5 different variants – Onion & Castor; Rosemary & Jojoba; Coconut & Argan; Lemon & Aloe; Avacado & Olive. The shampoo is also available in a sachet form.

Hair Code Anti-Dandruff Shampoo: Capitalising on Hair Code’s market leader positioning in Men’s Hair gel category, Marico plans to unlock its brand equity further in the shampoo category. The Hair Code Anti-Dandruff shampoo is available in two variants – Daily Protect and Deep Cleanse. The shampoo is available in a sachet version.

HerbsIndia 7 Seeds Hair Oil: With an aim to offer a superior nourishment, Marico developed HerbsIndia 7 seeds Hair Oil, providing a perfect blend of 7 Indian herbal seeds through a unique nourish tube. The nourish tube keeps the oil in touch with the seeds and continuously infuses the nutrients. The 7 seeds in this oil are – White Sesame, Flaxseed, Black Seed, Black Sesame, Sunflower, Fennel, Pumpkin. The 7 seeds oil will be offered in 5 variants namely – Amla, Rosemary, Castor, Onion and Clove.

Sharing his thoughts on the new launches, Binjit Kadakapcedlikayal, Business Head MENA at Marico Limited said, “Marico Egypt has achieved significant growth and market success on account of global brand recognition, a strong product portfolio, and better understanding of customer preference. As a result, in a relatively short time, the country has become one of the key markets for Marico’s global operations.

The launch of our latest line of products stands as a testament to our unwavering commitment to innovation, quality, and customer satisfaction. We are excited to introduce three new hair care products in Marico Egypt’s portfolio. With these new launches we aspire to bring the essence of Indian haircare nourishing ingredients to the Egyptian market. We are confident that the new offerings will address the modern consumer needs and further strengthen our positioning in the segment.”

Marico Egypt’s journey began with its parent company’s acquisition of leading domestic hair care brands, Fiancée and Hair Code, in 2006. Since then, it has steadily expanded its consumer base and product portfolio to emerge as a category leader in the Egyptian market. The company established a massive, state-of-the-art manufacturing facility in Sadat City in 2008 before introducing globally renowned Marico products, such as Parachute, in the country.

About Marico Limited

Marico (BSE: 531642, NSE: “MARICO”) is one of India’s leading consumer products companies, in the global beauty and wellness space. In FY 2022-23, Marico recorded a turnover of about USD 1.2 billion through its products sold in India and chosen markets in Asia and Africa.

Marico touches the lives of 1 out of every 3 Indians, through its portfolio of brands such as Parachute, Saffola, Saffola FITTIFY Gourmet, Saffola ImmuniVeda, Saffola Mealmaker, Hair & Care, Parachute Advansed, Nihar Naturals, Mediker, Pure Sense, Coco Soul, Revive, Set Wet, Livon, Just Herbs, True Elements and Beardo. The international consumer products portfolio contributes to about 23% of the Group’s revenue, with brands like Parachute, Parachute Advansed, HairCode, Fiancée, Caivil, Hercules, Black Chic, Code 10, Ingwe, X-Men, Thuan Phat and Isoplus.