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Vedix expands hair oils range, to compete with Emami, Marico and Mama Earth, Retail News, ET Retail

Vedix expands hair oils range, to compete with Emami, Marico and Mama EarthCustomised Ayurveda beauty brand Vedix said it has launched onion based hair products, joining the league of large consumer companies including Marico, Emami and Mama Earth that have similar products in their portfolio.

The firm has launched hair oil, shampoo and mask, claiming the range is in effort to bring ayurveda in a modern format and customised for normal to oily and dry scalp.

“Vedix continues being at the cutting edge of innovation and R&D in ayurveda to deliver efficate Beauty solutions in modern format. Customers are slowly understanding the importance of natural ingredients for their hair and onion is a key part of that shift,” said Jatin Gujrati, business head at Vedix.

Indian consumers are mainly focused on using only oils and shampoos but several direct to consumer companies have been introducing newer formats to create new age categories. Onion contains sulphur that stimulates the collagen production of the scalp which nourishes hair follicles, replenish nutrients and avoid premature greying. As a result, onion as an ingredient has been used by several beauty and hair care makers especially for urban consumers.

Over the last few years, Vedix launched a range of customised Ayurvedic oils, serums and shampoos and more recently base and booster oils.

Coconut oil — for long the most popular hair oil in the country — has been either declining or remained stagnant within the overall hair oil market as young consumers increasingly opted for value-added light hair oils. Hair oil marketers such as Hindustan Unilever, Marico, Bajaj and Dabur have also been rejigging their sales mix in favour of more premium categories especially in the natural and ayurveda space.

Founded in 2017 as part of Incnut group, Vedix has raised series A funding of $4 million from RPSG ventures. With an annual revenue run rate of Rs160 crore it is adding close to one lakh new customers every month. Vedix, which sells products on marketplaces such as Amazon, Flipkart, Purplle, competes with the likes of Dabur, Patanjali and more recently Colgate in the natural space.

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