Emami’s Kesh King launches scalp-care range as FMCG major targets personalised hair-care demand

Emami Ltd’s Kesh King has entered the scalp-care segment with a new portfolio, Scalp First, as the FMCG company looks to broaden the hair-care brand’s appeal among younger consumers. The range, which targets oily and dry scalp conditions, will be available from mid-September through the Kesh King website, e-commerce platforms and modern trade channels.

The portfolio comprises shampoos, oils, serums and mists, with prices ranging from ₹399 to ₹499. It will be sold through Amazon, Nykaa, Myntra and Flipkart, apart from modern trade outlets. The company said the products are being introduced as separate ranges for oily and dry scalps rather than as a single hair-care offering.

Kesh King shifts focus from hair to scalp

The oily scalp range combines moringa and apple cider vinegar with Detoxyscalp™, which the company says is aimed at concerns including excess sebum, greasy roots, itchiness and clogged follicles. The dry scalp range uses moringa, pomegranate and Scalpcalmin™ and targets dryness, flakiness, scalp tightness and related discomfort.

The move reflects a change in how Kesh King is framing hair-care needs, with the brand focusing on scalp conditions that can accompany recurring concerns such as hair fall, dandruff, itchiness and excess oil.

Brand targets younger, more diverse consumers

Avishi Raj Lohia, Brand Strategist, Emami Ltd, said the company’s consumer research pointed towards a gap between the visible focus of conventional hair-care products and the underlying scalp.

“When we looked at the future of Kesh King, we wanted to make it more relevant to a younger, more diverse generation. Going back to consumers revealed a simple insight: concerns such as hair fall, dandruff, itchiness and excess oil are often recurring scalp concerns. Yet hair care has traditionally focused on what is visible—the hair—rather than what lies beneath it. That led us to question a fundamental assumption in the category and look at scalp care as an equally important part of the hair-care routine,” Lohia said.

Product development backed by consumer studies

Emami said product studies were conducted among urban consumers aged 18-35 years to assess the formulations against specific scalp concerns. The company said the studies showed encouraging results across parameters relevant to the two scalp types, although the release does not provide the underlying study data or sample size.

For Emami, the launch adds another premium-priced offering to Kesh King as the company seeks to build on its existing distribution footprint. Emami said its products reach more than 5.4 million retail outlets in India through over 4,000 distributors.