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Tech, innovation and market research: How Streax Professional accelerated its growth story

Head Rochelle Chhabra focused on innovation through a well-structured NPD process.

ET Bureau|
Oct 01, 2019, 10.54 AM IST
Showstoppers for the Streax Professional Retro Remix Collection launch in 2019
Showstoppers for the Streax Professional Retro Remix Collection launch in 2019.
Rochelle Chhabra’s focus on innovation through a well-structured NPD process, which she now leads, overhauled HRIPL’s product portfolio, accelerating Streax Professional’s growth story.

The in-house R&D team has developed specialised products for salon professionals in colour (Argan Secrets), texture (Canvoline), style and care (Vitariche) categories successfully Rizwan Ahmed, VP (Professional Division) says, “We realised that we needed a complete change in our selling strategy. The use of technology by the 200+ strong field and beauty advisors visiting over 35,000 salons every month and using an automated tool to generate real-time data about salon preferences across India helped determine product requirements for each state. This has had a huge contribution in the PD team’s success in the salon channel.”

Hair colour for everyone
Both Streax and Streax Professional have recorded incredible growth. Manish Chhabra, MD and CEO, HRIPL, said, “It has been an amazing journey so far, nurturing the Streax brand in retail and professional divisions while outpacing growth in both categories.”
Celebs walk the ramp for the Streax Professional Retro Remix Collection launch in 2019
Celebs walk the ramp for the Streax Professional Retro Remix Collection launch in 2019.

For more than a decade now, the team at HRIPL has shaped this growth story. Its understanding of the market and focus on innovation has helped the brands develop unique products that are safe, effective and practical.

Take Streax’s recent successes as an example. The newly-launched Streax Insta Shampoo Hair Colour sold over 25 lakh units per month. Simply because consumers could quickly colour their hair while shampooing.

Thanks to the team at HRIPL, hair color is now a household name. It certainly is not an exclusive club, like it was once believed.

Three Easy-To-Make Masks That Your Hair Will Be Thankful For This Summer

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Troubled Tresses

26 Apr, 2018
The summer sun can be harsh not just on your skin but tresses too. One of the most common hair issues during this season is hair loss. Other summer hair problems include excessive wet scalp, oily hair and dryness due to exposure to the sun. The damage, if not arrested and repaired soon, can result in dry, scaly dandruff or moist dandruff and an itchy scalp. To help you beat the damage, Amit Sarda, Managing Director, Soulflower recommends these easy-to-make, natural packs, that your hair will thank you for.

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