VLCC Personal Care Limited launched Henna Natura Colour which marks VLCC’s foray into a price segment which caters to the price sensitive mass consumer. With the launch of this product, the company is eyeing the pie of the hair colour market in India. ‘The intensely competitive hair colour market in India is estimated over Rs1,200 crores. Powder hair colour is the fastest growing segment in the colourant category, posting a robust growth of 21 percent, ahead of the CAGR of 18 percent,” said Ashutosh Bharadwaj, CEO, VLCC Personal Care. Available in three shades Natural Brown, Burgundy and Natural Black, is priced at Rs 20 for 15 gram and is available nationwide.