Nihar Coconut Oil

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A Project on Nihar Coconut Oil
Subject: Rural Marketing

INDEX

| |TOPIC |PAGE NO |
| |Introduction |1 |
| |Key Objective |2 |
| |Rural consumers and industry’s profile |3 |
| |About HLL |5 |
| |Performance of HLL in 2001 |6 |
| |Nihar’s market share |9 |
| |Marketing mix for Nihar coconut oil |10 |
| |Problems and strength of Nihar |14 |

INTRODUCTION

The hair oil market is huge, valued at Rs 6 bn. Due to the varied consumption habits of consumers across the country, where coconut oil and edible oil are interchangeably used, the size of the market is likely to be higher than estimated. More importantly, the market is growing at an impressive 6-7% in volume terms despite the high penetration level. Usage of hair oil is a typical Indian traditional habit. It is perceived to offer benefits of nourishment, hair strengthening, faster and better growth, and reduce the problem of falling hair. There are two types hair oil available in the market; coconut oil and non-greasy perfumed oil. Coconut oil comprises 2/3