Indica Easy Engages Over thousands of Devotees During Ganesh Chaturthi Pandal Activations Across Maharashtra
Pune, September 2025: Maharashtra’s biggest festival arrived in all its grandeur this year, and, Indica Easy, India’s No.1 Shampoo Hair Color brand (Source: NielsenIQ Retail Measurement Report, MAT Jul25) from the house of CavinKare, stepped right into the heart of the celebrations. Through large-scale activations at some of the state’s most iconic Ganpathi pandals, the brand created a massive consumer connect, distributing over 60,000 sachets of Indica Easy Shampoo Hair Color, engaging with more than thousands of devotees during the ten-day festival.
Pune emerged as the vibrant epicenter of this truly unique festive celebration. At the iconic Dagdusheth Halwaii Ganpati pandal, devotees experienced more than just darshan as they stepped into the Indica Easy Hair Color Salon. Launched on August 28, 2025, the 10-day activation became a major highlight of the festival, engaging over thousands of devotees and delighting more than 250 consumers with live hair coloring experience at the exclusive salon. Attendees witnessed firsthand how Indica Easy delivers rich, natural-looking color in just 10 minutes, transforming hair with ease and confidence. In addition to the live experience, the brand also distributed over 20,000 free sachets of Indica Easy hair color shampoo, offering devotees an opportunity to enjoy the effortless hair color solution at home, blending tradition with a touch of modern self-expression.
The activation at Bikardas Maruti Chowk on Main Bajirao Road further intensified Indica Easy’s presence in Pune, tapping into one of the city’s busiest festive hubs and generating massive footfall and excitement. In Nagpur and Nashik, the festive fervor continued as sampling stalls at Adiyogi Pandal, Bhende Layout in Nagpur and Manacha Raja at Ashok Stambh drew enthusiastic crowds, with 40,000 sachets reaching eager consumers. In Mumbai, the brand further amplified its impact at Mumbai Central Cha Raja, standing out amid the city’s most crowded pandals with bold and vibrant branding that left a lasting impression.
Altogether, the activation series attracted over thousands of devotees across Maharashtra. Each interaction was more than just a sampling exercise, it was an invitation to blend tradition with a splash of modern confidence, transforming hair coloring into a joyful, accessible, and memorable part of the festival.
Commenting on the success of the initiative, Mr Rajat Nanda, Business Head – Personal Care Division, CavinKare, said: “Ganesh Chaturthi offered us an opportunity to connect with consumers at a scale like never before. We are thrilled to have engaged with lakhs of people across Maharashtra and distributed over 60,000 sachets during this campaign. The overwhelming response reinforces that Indica Easy’s core proposition of convenience, affordability, and quality resonates strongly with today’s consumers. Just 10 minutes is all it takes to feel confident, and that message reached thousands of homes this festive season.”
Indica Easy’s dominance in the shampoo hair color category remains undisputed. Nielsen data highlights that the brand holds a commanding 39.3% value market share, nearly double that of its closest competitor at 21% (12-month period). This leadership, coupled with the festive activations, further cements Indica Easy’s position as the go-to brand for women who seek trustworthy, quick, and affordable hair color
solutions.
The brand continues to deliver unmatched accessibility by offering four shades – Natural Black, Dark Brown, Burgundy and Natural Brown, at consumer-friendly price points of ₹10, ₹15, and ₹30. Adding to its appeal during the festive season, the brand has launched two new shades, Natural Brown and Burgundy, at just ₹10.
By blending the joy of tradition with the convenience of modern beauty, Indica Easy transformed Ganesh Chaturthi pandals into spaces where culture and confidence came together. With lakhs of sachets sampled and even more smiles created, the brand proved that in just ten minutes, festive readiness can be achieved – anytime, anywhere.
About Indica: Brand Indica ventured on its journey in 1995, with the launch of Indica Herbal Hair. In 2009, the product was relaunched with the consumer insight and innovation of 10 minutes and thus Indica 10 minutes Hair Colors was born. In 2015, Indica launched Indica Easy Shampoo Hair Color which has become the Number 1 Shampoo Hair Color brand of the country (Source: NielsenIQ Retail Measurement Report, MAT Jul25).
About CavinKare: CavinKare is a diversified FMCG major with business interests in personal care, professional care, dairy, snacks, foods, beverages & salons. The brand portfolio consists of Shampoos (CHIK, Meera, Karthika, and Nyle), Hair Wash Powders (Meera &Karthika), Coconut Oil (Meera), skin creams (Fairever & Spinz), Deodorant; Talc (Spinz), Pickles (Ruchi & Chinni’s) and Snacks (Garden), Hair colors (Indica), Retail Salon Products (Raaga Professional), Beverages (Maa), Dairy (Cavin’s), Beauty Salons (Green Trends & Limelite), and D2C Personal Care products (Buds and Berries). Most of the brands are clear winners in their respective product categories. A dedicated R & D center equipped with the latest equipment and technologies constantly supports the divisions in their endeavor. CavinKare has achieved significant milestones and a competitive edge with a sound understanding of mass marketing dynamics and has established a firm foothold in the national market. CavinKare’s success is based on it being firmly grounded to its corporate mission ‘We shall grow significantly better than the industry by fostering innovation and building preferred brands, through passionate and delighted employees’.