In 2023, Hindustan Unilever Limited (HUL) faced a pivotal choice: whether or not to enter India's expanding shampoo hair colour market, which was valued at US$82.72 million and projected annual growth exceeding 17 per cent until fiscal year 2026. HUL's assistant brand manager, Sabhayata Singh, grappled with the absence of a hair colour offering in HUL's portfolio. The dynamic market landscape, coupled with the absence of this product, intensified the decision-making process. HUL faced the strategic dilemma of extending existing brands or creating a new one to meet consumer demands. Pricing strategies became crucial in a market where most products were priced under half a dollar. The decision not only influenced HUL's local market position but also carried implications for potential international expansion.
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