Commercial viability of a niche curly hair care brand in India: a mixed-method analysis

Abstract

The Indian hair care industry has largely ignored the needs of women with naturally curly and wavy hair. While global markets have developed specialized products for textured hair over many years, the Indian market is still catching up. This study examines whether launching a niche curly hair care brand in India can be commercially viable. The research uses a mixed-method approach, combining a structured questionnaire administered to 51 women with curly or wavy hair, secondary literature, and basic financial modeling.

The survey findings show that 67% of respondents fall in the 18–34 age group, are digitally active, and already open to trying new brands. About 69% are aware of curly hair brands, and Instagram along with word-of-mouth are the main channels through which they discover products. Curl cream is the most used product type, and frizz, dryness, and lack of curl definition are the top hair concerns. A price range of ₹400–₹600 was acceptable to 51% of respondents, and 65% are comfortable purchasing curly hair products online.

Repurchase intent was remarkably high — all 51 respondents were open to rebuying a product that delivered visible results. About 80% said they would switch to a new Indian brand offering lighter, humidity-friendly formulations. A conservative financial estimate suggests that 100 regular customers could generate roughly ₹9,00,000 in annual revenue. All five research hypotheses were supported.

The study concludes that the market opportunity is genuine and that consumer demand is measurable. A lean, digital-first model with a well-formulated curl cream, transparent labelling, and community-based marketing is a viable starting point. However, long-term success will depend on product quality, consistent branding, and operational efficiency.