Indica Easy Engages Thousands of Devotees Across Maharashtra During Ganesh Chaturthi Pandal Activations

The brand transformed Maharashtra’s most iconic Ganesh Chaturthi pandals into hubs of colour, confidence, and celebration, offering devotees a unique first-ever experience of free hair colouring.

Pune: Maharashtra’s biggest festival returned this year in all its grandeur, and on this occasion, Indica Easy, India’s No. 1 shampoo hair colour brand from the house of CavinKare (Source: NielsenIQ Retail Measurement Report, MAT July 2025), stepped right into the heart of the celebrations. Through large-scale activations at prominent Ganesh pandals across the state, the brand built strong consumer connect.

Over 60,000 sachets of Indica Easy Shampoo Hair Colour were distributed, and thousands of devotees engaged with the brand during the 10-day festival.

At Pune’s iconic Dagdusheth Halwai Ganpati pandal, devotees not only had the divine darshan but also enjoyed a special experience at the Indica Easy Hair Colour Salon. This 10-day activation, which began on August 28, 2025, became one of the highlights of the festivities. Thousands of devotees participated, and over 250 consumers enjoyed a live hair colouring experience. They witnessed first-hand how Indica Easy delivers deep, natural-looking colour in just 10 minutes—transforming hair easily and confidently. Additionally, more than 20,000 free sachets were distributed so consumers could also try this easy hair colouring solution at home, blending tradition with modern self-expression.

At Pune’s Bickardas Maruti Chowk, Main Bajirao Road, activations further strengthened brand presence in the city. Nagpur and Nashik also saw overwhelming enthusiasm, with activations at Adiyogi Pandal, Bhende Layout (Nagpur) and Manacha Raja, Ashok Stambh (Nashik). Here, 40,000 sachets were distributed and crowds participated with great excitement. In Mumbai, Indica Easy’s strong branding at Mumbai Central Cha Raja pandal captured the attention of thousands of devotees, leaving a lasting impression.

Overall, this activation series engaged thousands of devotees across Maharashtra. Each interaction was more than just sampling—it was an invitation to blend tradition with modern confidence, making hair colouring a joyful and memorable part of the festivities.

On the campaign’s success, Mr. Rajat Nanda, Business Head, Personal Care Division, CavinKare, said:
“Ganesh Chaturthi gave us an unprecedented opportunity to connect with consumers. We are delighted that by engaging with thousands of people across Maharashtra, we distributed more than 60,000 sachets during this campaign. The overwhelming consumer response reinforces that Indica Easy’s core promise—convenience, affordability, and quality—resonates deeply with today’s consumers. Just 10 minutes are enough to feel confident, and this message reached thousands of households during the festive season.”

Indica Easy holds an undisputed leadership position in the shampoo hair colour category. Nielsen data shows the brand leads with 39.3% value market share, nearly double its closest competitor (21%) over a 12-month period. This leadership, combined with festive activations, makes Indica Easy the preferred brand for women seeking a trusted, quick, and affordable hair colouring solution.

The brand continues to maintain unmatched consumer reach. Available in four shades—Natural Black, Dark Brown, Burgundy, and Natural Brown—Indica Easy is priced affordably at ₹10, ₹15, and ₹30. To add festive excitement, the brand also launched Natural Brown and Burgundy shades at just ₹10.

By blending the joy of tradition with the ease of modern beauty, Indica Easy turned Ganesh Chaturthi pandals into spaces where culture and confidence came together. With lakhs of sachets distributed and countless smiles shared, the brand proved that festive-ready confidence can be achieved anywhere, anytime—in just 10 minutes.

About Indica:
The journey of brand Indica began in 1995 with the launch of Indica Herbal Hair. In 2009, driven by consumer insights and the 10-minute innovation, the product was relaunched as Indica 10 Minutes Hair Colour. In 2015, the brand introduced Indica Easy Shampoo Hair Colour, which today is India’s No. 1 shampoo hair colour brand (Source: NielsenIQ Retail Measurement Report, MAT July 2025).