The Hindu Business Line : Marico targets kids with new sub-brand under Parachute

Mumbai, Dec. 19 Marico is extending its largest selling hair oil Parachute to the kids segment. After creating Sparsh for babies last year, it has now extended Parachute as a shampoo, cream gel and a non-sticky oil under a new sub brand — STAR*Z — to cater to kids between 5 and 12 years of age.

Mr Saugata Gupta, CEO, Marico Consumer Products, said: “The new sub brand — STAR*Z — under Parachute Advansed is not exactly meant for babies.”

Targeting a different age group with its new offering, Marico is currently test marketing the products under a prototyping approach in certain markets before launching it at a national level. Bringing in the ‘goodness of coconut’ in its new range, Parachute Advansed Star*Z non-sticky hair oil is priced at Rs 29 for 100 ml while the shampoo is priced at Rs 54 for 100 ml.

In fact, all the products under the Parachute Star* Z franchise are fortified with ‘protein vitamin shakti’, according to the company. Even Sparsh products come with the promise of the ‘long lasting goodness’ of Parachute. However, Marico has decided to segment its offerings under Sparsh and Parachute advansed Star*Z to cater to different categories of consumers.

“Sparsh is catering to babies and has products such as massage oils and soaps under it unlike the new Parachute Advansed Star* Z brand which is meant for kids who are above five,” says an official from Marico. “This is not a full-scale launch of Parachute Advansed Star*Z and we are test marketing the products,” emphasises the official.

Industry observers feel that most baby care brands have been struggling in the market with J&J’s dominance and this includes Marico’s Sparsh brand as well.

As Mr Bipin Vengsarkar, Executive Director, JL Morison, says: “Most of the new entrants, including our own brand of Baby Dreams, have been finding it difficult in this market and it is J&J which continues to dominate this market. Today, Marico’s baby care brand, Sparsh, has not been able to make a mark in this segment and even Wipro is concentrating on its diaper brand more than its baby care range.”

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