Dove, owned by Hindustan Lever Limited (HLL), is set to take a plunge in the shampoo segment. Dove is planning to create a new segment for damaged and dry hair. It will be competing directly with L’Oreal on the price of its products.
HLL leads the market in the shampoo segment with 48.3 per cent share. Its biggest brand is Clinic, which has over 34 per cent share; next is Sunsilk with 11 per cent share.