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Tag: Bajaj Corp

  • Bajaj Almond Drops busts age-old myth about oiling

    Bajaj Almond Drops busts age-old myth about oiling

    MUMBAI: Young women these days avoid the act of oiling their hair due to the hassles associated with it. However, this leads to hair problems in the future.

    To address the topic, Bajaj Almond Drops has launched a new campaign to bust the age-old myth that oiling is a messy affair.

    Titled ‘Load Mat Lo’, the campaign will have a 360-degree approach featuring Parineeti Chopra as the brand ambassador for the product. 

    Commenting on the thought process behind this campaign, Bajaj Corp president S&M Sandeep Verma says, “These days, young women shirk at the idea of oiling their hair. The core reason for this is the sticky and heavy feeling on the head. It feels like there is a ‘load’ on their head. However, with Bajaj Almond Drops hair oil they don’t need to worry about chip-chip and greasy hair.”

    The brand is excited about this campaign with Parineeti because her transformation into a leaner yet stronger physique is a strong testimonial to the same belief. Also, Parineeti’s personality as an energetic, high performance actress resonates truly well with the brand’s values of confidence and superior performance when it comes to hair care.

    Besides traditional media like TV and print, the brand has also engaged with consumers via digital activities and has planned for outdoor advertising in key markets. Bajaj Almond Drops has gained thousands of followers on its social media assets. The brand has conducted various innovative contests along with attractive prizes. Bajaj Almond Drops campaign trended on Twitter with the hashtag #LoadMatLo.

    The campaign generated 12 million impressions and reached more than three million people. It has increased the overall business potential and brand recognition of Bajaj Corp.

  • Q2-2016: Bajaj Corp YoY marketing spends up 5.4%

    Q2-2016: Bajaj Corp YoY marketing spends up 5.4%

    BENGALURU: Bajaj Corp Limited spent a higher YoY amount towards marketing in the quarter ended 30 September, 2015 (Q2-2016, current quarter), but QoQ these spends were lower.

    Bajaj Corp’s marketing or Advertisement and Sales Promotion (ASP) expense comprises of two parts – Advertisement Spends (Ad Sp) and Sales Promotion Spends (SP Sp). The ASP figures have been obtained from the Company’s investors’ presentations over various quarters and the Ad Exp from its financial results. SP results have been obtained by deducting the Ad Expenses from the ASP. The figures in the investors’ presentations have been rounded off by the company and hence are assumed as approximate. Consequently the SP figures are assumed to be approximate. 

    Note: (1) Bajaj Corp Limited is a subsidiary of Bajaj Resources Limited (BRL) and is an exclusive licensee of the brands owned by BRL for a period of 99 years starting 2008.

    (2) 100,00,000 = 100 lakh = 10 million = 1 crore

    Brands

    Bajaj Corp’s mother brand is Bajaj with sub brands/products such as Bajaj Almond Drops Hair Oil, Bajaj Kailash Parbhat Cooling Oil, Bajaj Brahmi Amla Hair Oil, Bajaj Amla Shikakai, Bajaj Jasmine Hair Oil, Bajaj Kala Dant Manjan, and creams, soaps, face washes and face scrubs under the brand name Nomarks.

    Marketing Expenses

    Bajaj Corp spent Rs 35.26 crore (16.9 per cent of Operating Revenue or Total Income from Operations or TIO) in Q2-2016, which was 5.4 per cent more than the Rs 33.44 crore (17.8 per cent of TIO) in the corresponding quarter of the previous year but 13.2 per cent less as compared to the Rs 40.60 crore (18.5 per cent of TIO) in Q1-2016. Please refer to Fig A below.

    Bajaj Corp’s SP Sp in Q2-2016 at Rs 24.36 crore (11.7 per cent of TIO) was 15.7 per cent more than the Rs 21.06 crore (11.2 per cent of TIO) in Q2-2015 and was 21.3 per cent more than the Rs 25.32 crore (11.6 per cent of TIO) in Q1-2016.

    Advertisement Expense down

    The company’s Ad Sp in the current quarter at Rs 10.90 crore (5.2 per cent of TIO) was 12 per cent lower than the Rs 12.38 crore (6.6 per cent of TIO) in Q2-2015 and 13.2 per cent lower than the Rs 15.28 crore (7 per cent of TIO) in Q1-2016. 

    During the fifteen quarter period starting Q4-2012 until Q2-2016 (current quarter), Bajaj Corp’s ASP has been the highest in terms of absolute rupees in Q4-2015 at Rs 40.92 crore (17.6 per cent of TIO). The company’s highest ASP during the period under consideration in terms of percentage of TIO was in Q3-2015 at 19.6 per cent of TIO (Rs 40.24 crore). The lowest ASP during the period under consideration in terms of absolute rupees as well as percentage of TIO was in Q1-2013 at Rs 17.36 crore and 12.6 per cent of TIO.

    Bajaj Corp’s highest Ad Sp in absolute rupees during the period under consideration was in Q3-2015 at Rs 17.56 crore (8.5 per cent of TIO), while the highest Ad Sp in terms of percentage of TIO was in Q1-2014 at 8.8 per cent (Rs 14.98 crore).

    Bajaj Corp’s highest SP Sp in terms of absolute rupees during the period under consideration was Rs 25.77 crore (10.9 per cent of TIO) in Q4-2015, while the highest SP Sp in terms of percentage of TIO was in Q3-2014 at 12.4 per cent (Rs 19.70 crore).

    During the fifteen quarter period under consideration, both ASP and SPSp show a linear increasing trend in terms of percentage of TIO, while AdSp in terms of percentage of TIO shows a slight declining trend.

    Revenue, profits

    Bajaj Corp TIO in Q2-2016 at Rs 208.18 crore was 10.7 per cent more than the Rs 188.06 crore in the corresponding year ago quarter, but was five per cent lower than the Rs 219.1 crore in Q1-2016.

    Profit after Tax (PAT) in Q2-2016 at Rs 46.78 crore (22.5 per cent of TIO) was 25 per cent more than the Rs 37.44 crore (19.9 per cent of TIO) in Q2-2015 but 1.5 per cent lower than the Rs 47.51 crore (21.7 per cent of TIO) in Q1-2015. PAT in Q4-2015 was the highest in absolute rupees during the period under consideration. PAT in terms of percentage of TIO was highest at 28.5 per cent (Rs 42.20 crore) in Q3-2013.

    During the fifteen quarter period under consideration, both TIO and PAT in absolute rupees show a linear increasing trend, while PAT in terms of percentage of TIO shows a linearly declining trend.

  • Q1-2016: Bajaj Corp marketing spends up 33%

    Q1-2016: Bajaj Corp marketing spends up 33%

    BENGALURU: Bajaj Corp Limited spent Rs 40.60 crore (18.5 per cent of Operating Revenue or Total Income from Operations or TIO) in the quarter ended 30 June, 2015 (Q1-2016), which was 33 per cent more than the Rs 30.53 crore (16 per cent of TIO) in the corresponding quarter of the previous year and almost flat (less by 0.8 per cent) as compared to the Rs 40.92 crore (17.3 per cent of TIO) in Q4-2015. Please refer to Fig A below.

    Note:

    (1) Bajaj Corp’s Limited (Bajaj Corp) Advertisement and Sales Promotion (ASP) expense comprises of two parts – Advertisement Spends and Sales Promotion Spends. The ASP figures have been obtained from the Company’s investors’ presentations over various quarters and the Ad Exp from its financial results. Sales Promotion results have been obtained by deducting the Ad Expenses from the ASP. The figures in the investors’ presentations have been rounded off by the company and hence are assumed as approximate. Consequently the Sales Promotion figures are assumed to be approximate.

    (2) Bajaj Corp Limited is a subsidiary of Bajaj Resources Limited (BRL) and is an exclusive licensee of the brands owned by BRL for a period of 99 years starting 2008.

    (3) 100,00,000 = 100 lakh = 10 million = 1 crore

    Marketing Expenses

    The company’s Ad spends in the current quarter at Rs 15.28 crore (seven per cent of TIO) was 16 per cent more than the Rs 13.17 crore (6.9 per cent of TIO) in Q1-2015 and 0.9 per cent more than the Rs 15.15 crore (6.4 per cent of TIO) in Q4-2015. 

    Bajaj Corp’s Sales Promotion spends in Q1-2016 at Rs 25.32 crore (11.6 per cent of TIO) was 45.8 per cent more than the Rs 17.36 crore (9.1 per cent of TIO) in Q1-2015 and was 1.75 per cent lower than the Rs 25.77 crore (10.9 per cent of TIO) in the immediate trailing quarter.

    During the fourteen quarter period starting Q4-2012 until Q1-2016 (current quarter), Bajaj Corp’s ASP has been the highest in terms of absolute rupees in the previous quarter (Q4-2015) at Rs 40.92 crore (17.6 per cent of TIO).  The company’s highest ASP during the period under consideration in terms of percentage of TIO was in Q3-2015 at 19.6 per cent of TIO (Rs 40.24 crore). The lowest ASP during the period under consideration in terms of absolute rupees as well as percentage of TIO was in Q1-2013 at Rs 17.36 crore and 12.6 per cent of TIO.

    Bajaj Corp’s highest Ad spends in absolute rupees during the period under consideration was in Q3-2015 at Rs 17.56 crore (8.5 per cent of TIO), while the highest Ad spends in terms of percentage of TIO was in Q1-2014 at 8.8 per cent (Rs 14.98 crore).

    The company’s highest Sales Promotion spends in terms of absolute rupees during the period under consideration was Rs 25.77 crore(10.9 per cent of TIO) in the previous quarter, while the highest Sales Promotion spends in terms of percentage of TIO was in Q3-2014 at 12.4 per cent (Rs 19.70 crore).

    During the fourteen quarter period under consideration, both ASP and Sales Promotion spends show a linear increasing trend in terms of percentage of TIO, while Ad spends in terms of percentage of TIO shows a slight declining trend.

    Revenue, profits

    Bajaj Corp TIO in Q1-2016 at Rs 219.1 crore was 14.5 per cent more than the Rs 191.32 crore in Q1-2015, but was 7.2 per cent lower than the TIO in Q4-2015 at Rs 236.17.

    Profit after Tax (PAT) in Q1-2016 at Rs 47.51 crore (21.7 per cent of TIO) was 19.9 per cent more than the Rs 39.62 crore (20.7 per cent of TIO) in Q1-2015 but was 12.7 per cent lower than the PAT in Q4-2015 at Rs 54.42 crore (23 per cent of TIO). PAT in the previous quarter was the highest in absolute rupees during the period under consideration. PAT in terms of percentage of TIO was highest at 28.5 per cent (Rs 42.20 crore) in Q3-2013.

    During the fourteen quarter period under consideration, both TIO and PAT in absolute rupees show a linear increasing trend, while PAT in terms of percentage of TIO shows a linearly declining trend.

    Brands

    Bajaj Corp’s mother brand is Bajaj with sub brands/products such as Bajaj Almond Drops Hair Oil, Bajaj Kailash Parbhat Cooling Oil, Bajaj Brahmi Amla Hair Oil, Bajaj Amla Shikakai, Bajaj Jasmine Hair Oil, Bajaj Kala Dant Manjan, and creams, soaps, face washes and face scrubs under the brand name Nomarks.

    Market Share of Hair Oils

    The company is a market leader in the light hair oil and the almond drop hair oil categories in India as per its investor presentation. Bajaj Corp claims a market share in the country of 58.9 per cent in terms of volume Q1-2016, same as the market share in FY-2015 in the light hair oil category. In value terms the company claims a 60.9 per cent, up 20 basis points as compared to the 60.7 per cent during fiscal 2015. On an all India basis, Bajaj Corp reports proportion of 62.8 per cent urban market share and a 37.8 per cent rural market share for light hair oil in terms of volume.

    In the previous fiscal, the company’s market share had improved by 100 basis points in terms of volume from the 57.9 per cent in FY-2014. In value terms, the company’s market share had increased 120 basis points as compared to the 59.5 per cent in FY-2014.

    Light hair oil category in India has grown by 6.9 per cent in volume and has grown by 10.2 per cent in value Q1-2016 as compared to the corresponding year ago quarter.

    In the Almond drop hair oil category, the company claims an urban market volume share of 59 per cent in the country with an urban/rural market share of 56.5 per cent and 63.1 per cent respectively. Growth rates for the current period for almond drop hair oil have not been mentioned by the company in its investor presentation for Q1-2016.

    Click here to read unaudited financial results

    Click here to read investor presentation 

  • FY-2015: Bajaj Corp marketing spends up 28.1%; Ad expenditure up 24.5%

    FY-2015: Bajaj Corp marketing spends up 28.1%; Ad expenditure up 24.5%

    BENGALURU: Note: (1) Bajaj Corp’s Limited (Bajaj Corp) Advertisement and Sales Promotion (ASP) expense comprises of two parts – Advertisement Spends (AdSp) and Sales Promotion Spends (SPSp). The ASP figures have been obtained from the Company’s investors’ presentations over various quarters and the Ad Exp from its financial results. SP results have been obtained by deducting the Ad Expenses from the ASP. The figures in the investors’ presentations have been rounded off by the company and hence are assumed as approximate. Consequently the SP figures are assumed to be approximate.

    (2) Bajaj Corp Limited is a subsidiary of Bajaj Resources Limited (BRL) and is an exclusive licensee of the brands owned by BRL for a period of 99 years starting 2008.

    (3) 100,00,000 = 100 lakh = 10 million = 1 crore

    Brands

    Bajaj Corp’s mother brand is Bajaj with sub brands/products such as Bajaj Almond Drops Hair Oil, Bajaj Kailash Parbhat Cooling Oil, Bajaj Brahmi Amla Hair Oil, Bajaj Amla Shikakai, Bajaj Jasmine Hair Oil, Bajaj Kala Dant Manjan, and creams, soaps, face washes and face scrubs under the brand name Nomarks.

    Marketing Expenses

    Bajaj Corp spent Rs 145.14 crore (17.6 per cent of Operating Revenue or Total Income from Operations or TIO) in the year ended 31 March, 2015 (FY-2015, current year), which was 28.1 per cent more than the Rs 113.30 crore (16.9 per cent of TIO) in the previous year. The company’s AdSp in the year at Rs 58.26 crore (7.1 per cent of TIO) in FY-2015 was 24.5 per cent more than the Rs 46.43 crore (6.9 per cent of TIO) in FY-2014. SPSp in FY-2015 at Rs 86.88 crore (10.5 per cent of TIO) was 29.9 per cent more than the Rs 66.87 crore (10.5 per cent of TIO) in FY-2014.

    During the thirteen quarter period starting Q4-2012 until Q4-2015 (current quarter), Bajaj Corp’s ASP has been the highest in terms of absolute rupees in the current quarter at Rs 40.92 crore (17.6 per cent of TIO). The company’s highest ASP during the period under consideration in terms of percentage of TIO was in the previous quarter at 19.6 per cent of TIO (Rs 40.24 crore).The lowest ASP during the period under consideration in terms of absolute rupees as well as percentage of TIO was in Q1-2013 at Rs 17.36 crore and 12.6 per cent of TIO.

    AdSp in Q4-2015 at Rs 15.15 crore (6.4 per cent of TIO) was 48.1 per cent more than the Rs 10.23 crore (5.5 per cent of TIO), but was 13.7 per cent less than the Rs 17.56 crore (8.5 per cent of TI) in Q3-2015. Bajaj Corp’s highest AdSp in absolute rupees was in Q3-2015 at Rs 17.56 crore (8.5 per cent of TIO), while the highest AdSp in terms of percentage of TIO was in Q1-2014 at 8.8 per cent (Rs 14.98 crore).

    SPSp in Q4-2015 at Rs 25.77 crore (10.9 per cent of TIO) was 40.8 per cent more than the Rs 18.31 crore (9.7 per cent of TIO) and was 13.6 per cent more than the Rs 22.68 crore (11 per cent of TIO) in Q3-2015. Bajaj Corp’s highest SPSp in terms of absolute rupees duirng the period under consideration was Rs 25.77 crore (10.9 per cent of TIO) in the current quarter, while the highest SPSp in terms of percentage of TIO was in Q3-2014 at 12.4 per cent (Rs 19.70 crore).

    During the thirteen quarter period under consideration, both ASP and SPSp show a linear increasing trend in terms of percentage of TIO, while AdSp in terms of percentage of TIO shows a declining trend.

    Revenue, profits

    Bajaj Corp TIO in FY-2015 at Rs 852.2 crore was 22.9 per cent more than the Rs 671.73 crore in FY-2014. TIO in Q4-2015 at Rs 236.17 crore was 28 per cent more than the Rs 184.51 crore in Q4-2014 and 14.8 per cent more than the Rs 205.79 crore in Q3-2015.

    Profit after Tax (PAT) in FY-2015 at Rs 172.66 crore (20.9 per cent of TIO) was 10.5 per cent more than the Rs 150.44 crore in FY-2014. PAT in Q4-2015 at Rs 54.42 crore (23 per cent of TIO) was 42 per cent more than the Rs 38.31 crore (20.8 per cent of TIO) and 30.1 per cent more than the Rs 41.84 crore (20.3 per cent of TIO) in the immediate trailing quarter. PAT in the current quarter has been the highest in absolute rupees during the period under consideration. PAT in terms of percentage of TIO was highest at 28.5 per cent (Rs 42.20 crore) in Q3-2013.

    During the thirteen quarter period under consideration, both TIO and PAT in absolute rupees show a linear increasing trend, while PAT in terms of percentage of TIO shows a linearly declining trend.

    Click here for financial statement

    Click here for investor presentation

  • Q1-2015: Bajaj Corp ad and sales promo spend up 7 per cent

    Q1-2015: Bajaj Corp ad and sales promo spend up 7 per cent

    BENGALURU:  Note: (1) Bajaj Corp’s  Advertisement and Sales Promotion (ASP) expense comprises  two parts – Advertisement (AdSp) and Sales Promotion (SPSp). The ASP figures have been obtained from the Company’s investors’ presentations over various quarters and the Ad Exp from its financial results. SP results have been obtained by deducting the Ad Exp from the ASP Exp. The figures in the investors’ presentations have been rounded off by the company and hence are assumed as approximate. Consequently the SP figures are assumed to be approximate.

    (2) Bajaj Corp Limited is a subsidiary of Bajaj Resources Limited (BRL) and is an exclusive licensee of the brands owned by BRL for a period of 99 years starting 2008.

    (3) Rs 100 lakh = Rs 100,00,000 = Rs 1 crore = Rs 10 million.

    Bajaj Corp spent Rs 30.53 crore (15.8 per cent of total income from operations or TIO) towards advertising and sales promotion (ASP) in Q1-2015, which was 7 per cent more than the Rs 28.54 crore (15.5 per cent of TIO) in the immediate trailing quarter and also 7 per cent more than the year ago quarter Q1-2015’s Rs 28.53 crore (16.8 per cent of TIO). Over 10 quarters starting Q4-2012 until Q1-2015, Baja Corp’s ASP shows an upward linear trend in rupee terms, with Q1-2015 registering the highest amount of ASP spend.

    In terms of percentage of TIO also, Bajaj Corp’s ASP shows a linear upward trend over the 10 quarters under consideration.  However, the highest ASP in percentage of TIO terms was in Q3-2014 at 17.9 per cent. Please refer to

    In terms of percentage of TIO as well as rupee terms, the company’s AdSp in Q1-2015 at Rs 13.17 crore (6.9 per cent of TIO) was 28.7 per cent more than the Rs 10.23 crore (5.5 per cent of TIO) in Q4-2014, but was 12.1 per cent lower than the Rs 14.98 crore (8.8 per cent of TIO) in Q1-2014.

    Bajaj Corp’s SPSp in Q1-2015 at Rs 17.36 crore (8.9 per cent of TIO) was 5.2 per cent lower than the Rs 18.31 crore (9.9 per cent of TIO) in Q4-2014 and was 28.2 per cent more than the Rs 13.55 crore (8 per cent of TIO) in Q1-2014.

    Bajaj Corp’s Q1-2015 TIO at Rs 191.32 crore is the highest reported across the 10 quarters under consideration. Q1-2015 TIO was 3.7 per cent more than the Rs 184.13 crore in Q4-2014 and was 12.4 per cent more than the Rs 170.23 crore in Q1-2014.

    Since Q1-2014, Bajaj Corp’s PAT has shown a downward trend, from a peak value of Rs 49.16 crore (26.7 per cent of TIO) in Q4-2013. In Q1-2014, the company’s PAT at Rs 47.01 crore though lower was higher in terms of percentage of TIO at 27.6 per cent because of lower TIO in that quarter.

    However, the downward PAT trend across the three quarters – Q1-2014, Q2-2014 and Q3-2014 seems to have reversed. In Q4-2014, the company’s PAT was Rs 38.31 crore (20.8 per cent of TIO). In the current quarter Q1-2015, PAT was higher by 3.4 per cent at Rs 39.62 crore (20.7 per cent of TIO) as compared to Q4-2014, was 15.7 per cent lower than the year ago Q1-2014 PAT of Rs 47.01 crore (27.6 per cent of TIO).

    Bajaj Corp’s mother brand is Bajaj with sub brands/products such as Bajaj Almond Drops Hair Oil, Bajaj Kailash Parbhat Cooling Oil, Bajaj Brahmi Amla Hair Oil, Bajaj Amla Shikakai, Bajaj Jasmine Hair Oil, Bajaj Kala Dant Manjan, and creams, soaps, face washes and face scrubs under the brand name Nomarks.

    The company had earlier announced that it was focussing on rural penetration to tap the increase in disposable income of rural India and to convert rural consumers from unbranded to branded products by providing them with an appropriate value proposition. The initiative seems to be working.  In its investor presentation for Q1-2015, Bajaj Corp says that in Q1 FY 15 its Bajaj Almond Drops Hair Oil got 39.9 per cent of its sales from rural India.  The company reports volume growth in rural India by 4.4 per cent (Urban + Rural = {-2.7} per cent, hence showing a decline in the urban market) and claims a market share in rural India of 63.5 per cent (urban + rural = 58.5 per cent).

    Click here to read investor presentation

    Click here to read full financial report

  • Bajaj Corp ad & sales promo exp up 11 per cent in FY-2014

    Bajaj Corp ad & sales promo exp up 11 per cent in FY-2014

    BENGALURU:  Note: (1) Bajaj Corp’s  Advertisement and Sales Promotion (ASP) expense comprises  two parts – Advertisement (Ad Exp) and Sales Promotion (SP). The ASP figures have been obtained from the Company’s investors’ presentations over various quarters and the Ad Exp from its financial results. SP results have been obtained by deducting the Ad Exp from the ASP Exp. The figures in the investors’ presentations have been rounded off by the company and hence are assumed as approximate. Consequently the SP figures are assumed to be approximate.

    (2) Rs 100 lakh = Rs100,00,000 = Rs 1 crore = Rs 10 million

    Bajaj Corp Limited (Bajaj Corp) spent 10.98 per cent more towards Ad and Sales Promotion Expense (ASP) in FY-2014 at Rs 113.30 crore (16.87 per cent of Operating Income or Op Inc) as compared to the Rs 87.92 crore (14.49 per cent of Op Inc) in FY-2013. The breakup of these figures was – FY-2014 Ad Exp Rs 46.427 crore (6.91per cent of Op Inc), SP Rs 66.872 crore (9.96 per cent of Op Inc) and FY-2013 Ad Exp Rs 41.8354 crore (6.90 per cent of Op Inc), SP Rs 46.0846 crore (7.60 per cent of Op Inc). During three financial years from FY-2012, to FY-2013, ASP, Ad Exp and SP show an increasing trend in terms of absolute value in rupees as well as in terms of percentage of Op Inc.

    Bajaj Corps ASP was just 0.81 per cent more in Q4-2014 at Rs 28.54 crore (15.47 per cent of Op Inc) as compared to the Rs 28.31 crore (17.85 per cent of Op Inc) in the immediate trailing quarter Q3-2014 and (-5.62) per cent lower than the Rs 30.24 crore (16.42 per cent of Op Inc) during the year ago quarter of Q4-2013. Please refer to Fig 1 and Fig 1A below for more details and breakup of ASP. Overall, during nine quarters starting from Q4-2012 until Q4-2014, ASP shows an upward trend in absolute rupee value terms as well as in terms of percentage of Op Inc.

    Fig 1C below indicates that over the nine quarters under consideration, Ad Exp show a decreasing trend, while SP shows an increasing trend.

    Fig 2 and Fig 2 A below indicate the Op Inc and PAT trends of Bajaj Corp

    Bajaj Corp’s mother brand is Bajaj with sub brands/products such as Bajaj Almond Drops Hair Oil, Bajaj Kailash Parbhat Cooling Oil, Bajaj Brahmi Amla Hair Oil, Bajaj Amla Shikakai, Bajaj Jasmine Hair Oil, Bajaj Kala Dant Manjan and creams, soaps, face washes and face scrubs under the brand name Nomarks.

    The company in its April 2014 investor presentation says that it intends to gain market share from other hair oil segments. To that end it intends to convert coconut hair oil users to light hair oil users through sampling, targeted advertising campaigns, product innovation and creating awareness about product differentiation including communicating the advantages of switching to lighter hair oils. It is aiming for a market share of 65 per cent by the year 2015-16.

    It says that it will focus on rural penetration and tap the increase in disposable income of rural India and convert rural consumer from unbranded to branded products by providing them with an appropriate value proposition. Also, among its key competitors, Bajaj Corp’s Almond Drops is the only brand which is available in sachets – a marketing initiative to penetrate the rural market.

    Bajaj Corp says that it will leverage its existing strengths to introduce new products. Bajaj Corp claims that it has over the years created a strong distribution network across 26.7 lakhs retail outlets which can be optimally utilized by introducing new products. The company intends to extend ‘Almond Drops’ platform developed by its Almond Drops Hair Oil brand to other personal care products to leverage on the strong connotation of almonds with nutrition.

    It says further that it will also pursue inorganic opportunities in the FMCG and hair oil market as part of growth strategy. The inorganic growth opportunities will focus on targeting niche brands which can benefit from Bajaj Corp’s  strong distribution network so that they can be made pan India brands.