How Indulekha’s Innovative Bottle Helped Bring Hindustan Unilever Back to the Hair Oil Market

In 2006, Hindustan Unilever (HUL) exited the hair oil market by selling Nihar to Marico for ₹240 crore. Three years later, Kerala-based company Mosons introduced Indulekha, positioning it as a premium Ayurvedic hair oil made with Bhringraj and other herbs. While Parachute’s 100 ml pack was priced at around ₹33, Indulekha sold the same quantity for ₹432, targeting consumers willing to pay more for a premium product. Its positioning helped it stand apart in a highly competitive market.

Indulekha’s biggest differentiator arrived in 2014 with its distinctive “selfie bottle”, which featured a comb-like applicator designed to deliver oil directly to the scalp. The packaging innovation helped the brand gain attention, and by FY2015, its annual sales had reportedly reached ₹100 crore. In 2016, HUL acquired Indulekha for ₹330 crore, comprising ₹300 crore upfront and an additional payment linked to domestic sales over five years. The brand’s journey highlights how rethinking product design and user experience can help an everyday product stand out and attract major industry players.