Hair Oil India

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Investor Presentation
May 2011

Industry Overview

Industry Size and Structure
FMCG Rs.116,100 cr (USD 24.8 bn)

Hair Care Rs. 9,200 cr (USD 2.0 bn)

8% salience

Shampoo Rs. 2,840 cr (USD 600 mn) (31.0%)*

Perfumed Oil Rs. 2,900 cr (USD 623 mn) (32.0%)*

Coconut Oil Rs.2,100 cr (USD 448 mn) (23.1%)*

Hair Conditioners Rs. 100 cr (USD 17 bn) (0.9%)*

Hair Dyes Rs. 1,200 cr (USD 253 mn) (13.0%)*

Hair Oil Market

Coconut based Oils (51%)*

Heavy Amla based Oils (15%)*

Light Hair Oils (14%)*

Cooling Oils (12%) *

Others (8%)*

Perfumed Hair Oil Segment
Source: The AC Nielsen Retail Audit Report. Only branded products data for FY 09-10

* Value based share of Hair Care Market

Hair Oil is > 55% of the overall hair care industry in India

Hair Oil Market in India
Overall Hair Oil Market – Volume
300,000
250,000 245,655 197,057 172,528 Y-o-Y 6.7% Y-o-Y 30% Y-o-Y 14% 132560 Y-o-Y 16.8% 210,374

Overall Oil Market – Value
7,000
6,000 5,862 4,498 3,707 Y-o-Y 17.9% 09-10 10-11 833 Y-o-Y 31% Y-o-Y 21% 4,971

(In KLtr)

(Rs. Cr.)

200,000
150,000 100,000 50,000 0 06-07

5,000 4,000 3,000 2,000 1,000 0

2,827.3

07-08

08-09

09-10

10-11

06-07

07-08

08-09

Light Hair Oil – Volume
25,000
20,000 15,603 18,390 19,516 22,464

Light Hair Oil – Value
900
800 700

Y-o-Y 10.5%

696 610
472 Y-o-Y 19.7% 09-10 10-11 Y-o-Y 40% Y-o-Y 29% Y-o-Y 14% 08-09 335.6

(In KLtr)

15,000

Y-o-Y 6.1%

Y-o-Y15.1%

11764

(Rs. Cr.)
10-11

600 500 400 300 200

10,000
5,000 0 06-07

Y-o-Y 18%

Y-o-Y 33%

100
07-08 08-09 09-10 0 06-07

Source: The AC Nielsen Retail Audit Report.

07-08

Light hair oils is one of the fastest growing segments in the hair oil market in India

Light Hair Oil Market in India
Light Hair Oil – Volume
25,000 20,000 15,603 18,390 19,516

Light Hair Oil – Value
22,464 900
800 700 833

696 610
472

(In KLtr)

15,000

(Rs. Cr.)

600
500 Y-o-Y 40% 400 300 200 335.6

Y-o-Y 6.1%

Y-o-Y15.1%

11764 Y-o-Y 18%
Y-o-Y 33%

10,000
5,000 0 06-07

100
0 10-11 06-07

07-08

08-09

09-10

07-08

08-09

09-10

Y-o-Y 19.7%
10-11 441

Y-o-Y 29%

Almond Hair Oil Market - Volume
12,000
10,000 11,021

Almond Hair Oil Market - Value
500 450 400 350 300 250 200 150 100 50 0

9,300 8,108

Y-o-Y 14%

350

Y-o-Y 19%

8,000

Y-o-Y 48.9%

Y-o-Y 23.5%

(In KLtr)

Y-o-Y 35%

Y-o-Y 15%

(Rs. Cr.)

Y-o-Y 51%

6,000 4,000 3978

191

123

2,000
0

Source: The AC Nielsen Retail Audit Report.

06-07

07-08

08-09

09-10

10-11

06-07

07-08

08-09

09-10

Y-o-Y 26%
10-11

5,988

Almond Drops is the brand which is driving light hair oils and in turn the overall market

Y-o-Y 54.5%

284

Market Shares Trends (All India - Urban Plus Rural)

Volume MS
55% 50%
45% 40% 35% 30% 07-08 08-09 09-10 10-11 44.1%

Value MS
55%
53.0%

47.7%

49.1%

50%
45% 40% 35% 30% 07-08 40.3%

50.3%
46.5%

38.4%

08-09

09-10

10-11

*Market Share in the Light Hair Oil Category
Source: The AC Nielsen Retail Audit Report.

Statewise Market Share
Apr10-Mar11

LHO Volume Saliency

Proportion Urban Rural

ADHO Market Share (Vol) Total Urban Rural

Source: The AC Nielsen Retail Audit Report.

All India (U+R) Punjab Haryana Delhi Rajasthan Uttar Pradesh (U+R) Uttaranchal Assam Bihar Jharkhand Orissa West Bengal Gujarat Madhya Pradesh Chattisgarh Maharashtra Karnataka Andhra Pradesh Tamil Nadu Kerala

6.0% 5.2% 7.3% 9.5% 20.3% 1.1% 6.5% 5.2% 1.2% 1.2% 8.1% 5.8% 10.0% 1.5% 7.4% 1.1% 1.7% 0.6% 0.2%

67.4% 69.6% 83.2% 100.0% 66.2% 60.1% 55.3% 40.4% 58.0% 68.7% 78.7% 64.3% 75.4% 51.1% 69.7% 84.1% 92.4% 71.7% 96.0% 83.8%

32.6% 30.4% 16.8%
33.8% 39.9% 44.7% 59.6% 42.0% 31.3% 21.3% 35.7% 24.6% 48.9% 30.3% 15.9% 7.6% 28.3% 4.0% 16.2%

49.1% 41.7% 46.7% 42.4% 49.0% 52.9% 59.6% 44.3% 63.2% 43.3% 35.9% 28.4% 55.4% 63.4%...
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