Targeted at the middle class, Ayur baby shampoo is priced at Rs 35 for a 100 ml pack, and comes in seven variants: orange, mango, strawberry, guava, pineapple, apple and banana.

According to the company, the new shampoo is pH balanced and is an outcome of massive R&D research at Ayur's Labs. In order to attract the target audience, the product has been colourfully packed, and has a innovatively designed cap -- in the shape of a fruit which re-enforces the fruity flavour of the shampoo.

Initially launched in Delhi, the product will be available nationally by June. ``We are currently test marketing the product and plan to gonational in a phased manner,'' says Sudhir Sharma, marketing manager, RDM Traders. The company is expecting at least 2 per cent of total sales from this product in 1999-2000.

The company has started advertising -- the account is being handled by Reflection Communication-the brand on DD on programmes such as Bachon Ki Adalat. From Sunday, it'll sponsor Disneyworld on Zee.

Ayur started out in 1985 by tapping the beauty parlours and then, owing to favourable response, particularly in the north, started a formal distribution channel in 1995. At present, the strength of its distribution channel stands at 600, and the company is also exploring markets in the southern and western India.

Today, it claims to have a 40 per cent market share in the total herbal cosmetic market. The company also claims to be number one in north India with 24 per cent market share in hair care and skin care segment in terms of volume, and eight per cent on an all Indian basis in the same segments.