In the New Pantene Pro V Health Activator series, the superior surfactant ensures faster spreading and easy rinsing, ensuring superior cleaning, according to the company.

To promote the new brand, the company is also introducing a money-back scheme. Commenting on the new launch, P&G category manager (haircare) Vivek Bali said: "New Pantene Pro-V Health Activator series is a breakthrough in new shampoo technology. We are so sure about the product improving hair quality within 14 days, that we are offering a money-back guarantee."

The launch follows the success of Pantene Pro- V in India, which was first rolled out in November1995. Pantene is the third largest shampoo brand in India after Clinic and Sunsilk.

The New Pantene Pro-V Health Activator (normal shampoo) is priced at Rs 110 for 200 ml bottle, while the extra treatment variant is available for Rs 120 for the same volume. There is an anti-dandruff variant also available at the price of Rs 120 (200 ml), and the 5 ml sachet is priced at Rs 2. There is another sachet of 10 ml priced at Rs 4. The New Pantene Pro-V Health Activator (normal) shampoo is also available in 100 ml bottles priced at Rs 60. The Extra treatment variant of the same volume is priced at Rs 65.

In terms of pricing, the New Pantene offering commands a 10 per cent premium over its earlier range. A Pantene Pro-V bottle of 200 ml is priced at Rs 104. P&G's Head & Shoulders is priced at Rs 59 for 100 ml.

The two global shampoo brands from P&G's stable -- Pantene and Head & Shoulders -- have strengthened the company's position in the haircare category. However, the company has seen its overall market sharein the Rs 350-crore shampoo market drop during October 1998 to January 1999.

As per the ORG retail audit data, P&G's share in the total (rural plus urban) Rs 350-crore shampoo market has dropped from 15.6 per cent in terms of value in October to 14.8 per cent in December 1998.

Currently, the home product company's presence is only in the premium end of the shampoo market. In sharp contrast, leader Hindustan Lever Ltd. (HLL), with a market share of 64 per cent, is present across all price categories.