Godrej has found opportunity in addressing the concern of hair breaking in Africa. The two most used ethnic hair care products in sub-Saharan Africa are hair relaxers and hair extensions, and the latter are among the highest non-food discretionary spend categories for the African woman.
Godrej Consumer Products Ltd (GCPL) has recently struck a deal to acquire its fourth business interest in the continent in Darling group, which sells hair extensions such as braids, curls and wigs, and after-care products as well.
Godrej says it will meet its goals by offering the African consumer a strong portfolio of hair care and home care products. It is already the market leader in hair colours in 14 African countries with the Inecto brand from Rapidol (its first acquisition in Africa). The addition of the Rs 1,000-crore Darling group will only strengthen its presence in the hair styling segment. A pan-African business, the Darling group is a market leader in hair extensions in 14 countries. Between its key brands Darlings and Amigos, the group has 25-30 per cent market share across Africa.
Source: The Hindu Business Line