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Neeraj Senguttuvan, VP and Head of Marketing at GCPL, has unveiled an ambitious strategy to collaborate with stylists and expand Godrej Professional’s presence to 30,000 salons within the next two to three years. Recognizing a significant opportunity in India’s hair dye market back in the 1970s, Godrej introduced its liquid hair dye, a product so popular that the word “dye” became synonymous with the brand itself. Fast forward to 2017, Godrej Professional emerged as a salon-first haircare brand under Godrej Consumer Products Ltd (GCPL), swiftly establishing itself as a strong player in the professional haircare segment.

Neeraj Senguttuvan highlights that Godrej has been in the hair colouring industry for over five decades, making hair colour accessible to millions across India. With in-depth expertise in Indian hair science, particularly in colouring, entering the professional haircare market was a natural evolution. Unlike traditional B2C haircare brands, Godrej Professional follows a B2B2C model, where stylists play a crucial role in product recommendations. When consumers visit salons, stylists act as the brand’s influencers, educating and guiding clients on the best products for their hair.

By leveraging this trust, Godrej Professional ensures direct salon engagement, empowering stylists to offer specialized services such as keratin treatments, Botox treatments, and professional hair colouring. The brand also equips salons with aftercare solutions, including shampoos, conditioners, serums, and masks, which consumers can conveniently purchase in-store or online. This approach not only enhances the consumer experience but also strengthens brand loyalty among stylists and customers alike.

A key factor in Godrej Professional’s success lies in its collaborations with India’s top hairstylists, who serve as ‘technical ambassadors.’ These professionals go beyond endorsing products—they actively train fellow stylists to ensure high-quality salon services nationwide. Industry experts like Yianni Tsapatori, a renowned Bollywood stylist, and Najeeb Ur Rahman, one of India’s leading hairstylists, play a pivotal role in this initiative. By educating the hairstyling community, these experts elevate professional standards across salons, making Godrej Professional a trusted name in the industry.

Salons remain the primary revenue driver for Godrej Professional, contributing approximately 80% of the brand’s total revenue, while e-commerce accounts for around 20%. Despite its focus on stylists, the brand has also engaged in celebrity endorsements. Actress Sharvari, known for her performances in films like *Munjya*, *Maharaj*, and *Vedaa*, became the face of Godrej Professional’s Dimensions colour range. Her involvement in the ‘Surreal Collection’ campaign seamlessly integrated in-person stylist events with digital promotions, amplifying the brand’s reach.

To further nurture India’s hairstyling talent, Godrej Professional launched ‘Spotlight,’ a talent search event aimed at recognizing and educating stylists across the country. This year, most of the winners came from Tier 2 and Tier 3 cities, reinforcing the brand’s commitment to fostering talent beyond metropolitan hubs. Over the past seven to eight years, the brand has expanded to 15,000 salons nationwide, achieving triple-digit crore revenue. Now, with an ambitious goal to double its presence to 30,000 salons, Godrej Professional is set for significant growth.

Currently, the brand has a dominant presence in the northern and western regions, particularly in Maharashtra, Gujarat, Punjab, and Delhi. However, rapid expansion in the southern and eastern markets is underway. While primarily catering to salons, the brand adapted to changing consumer behaviors during the COVID-19 pandemic by launching its aftercare range on e-commerce platforms. Before the pandemic, online availability was limited, but the salon shutdowns prompted a strategic shift, ensuring consumers could maintain their hair at home. Since then, digital sales have continued to grow.

Looking ahead, the brand is set to introduce new innovations in the colour and texture segments. Senguttuvan hints at upcoming launches focusing on low-ammonia and ammonia-free hair colours, addressing the growing demand for gentler hair colouring solutions. Over the next six to nine months, consumers can expect exciting new product releases tailored to evolving haircare needs.

Marketing remains a core strength for Godrej Professional, with digital and social media playing a crucial role. The brand makes substantial investments in platforms like YouTube and Meta to engage both stylists and consumers. By leveraging digital channels, Godrej Professional strengthens its presence among professionals and end-users who rely on salon experts for haircare recommendations. With a clear vision and a strong salon-first strategy, Godrej Professional is poised to redefine India’s professional haircare landscape.

Author: Sathya Udaiyar