Launched in January 2001, Shanti Amla marks Marico’s successful entry in the Amla Hair Oil market. Launched on the platform of “Goodness of Amla at an amazingly affordable price”, Shanti Amla has been one of Marico’s major success stories.

Evolution :
As part of its growth strategy in the hair oil segment, Marico has been increasing its presence in all the categories of this segment with products straddling different price points. In the Amla category, Marico saw the opportunity of a product proposition that offers “goodness of Amla at an amazingly affordable price”. Accordingly in January 2001, Marico entered the Rs.270 crore Amla market with the launch of its ninth brand, Shanti Amla. Shanti Amla was first launched in U.P, which is the largest Amla oil market, and then rolled out nationally.

With Shanti Amla, Marico has increased its presence in the hair oil space. The brand has been consistently growing in market share and is a clear no. 2 in the Amla category.

Our Consumers :
Our primary consumers are Amla hair oil users who are looking at a good Amla oil at an affordable price. Our secondary target audience is Mustard oil users who are not completely satisfied with their oil, and want to move to Amla oil, but find other Amla oils very expensive.

Contributors to Shanti Amla’s success :
Shanti Amla is high quality Amla hair oil, positioned on the value-for-money platform - "Goodness of Amla at an amazingly affordable price”. This marketing proposition was well supported by Marico’s distribution network. The brand was so well received that in the first 6 months itself, the brand mopped up a market share of about 7 % in a market, which was hitherto dominated by a single player. The brand’s market share has been growing steadily since then.