For Indian women, hair is more than just strands—it holds stories, emotions, and traditions. Hair oiling isn’t a routine; it’s a ritual, a legacy passed from mother to daughter. While women are loyal to their chosen oils, there’s a moment of desperation—when hair fall begins, when the first greys appear—that sparks a search for new solutions. It’s in this delicate balance between trust and experimentation that brands must find their space.

To decode these transitions, we immersed ourselves in the world of hair oiling rituals, conducting home immersions and digital ethnographies. We witnessed ‘champi sessions’ that weren’t just about nourishment but about bonding, care, and whispered wisdom. We explored the ingredients that women turn to in crisis—kitchen remedies, Ayurvedic formulations, and the growing curiosity for modern science. Through deep immersive interviews, we mapped the emotional and functional shifts that drive choice: the need for reassurance, the trust in heritage, and the willingness to try something new.

Our research apart from uncovering invaluable insights also fueled innovation. We worked with the Marico team to translate these real, lived experiences into product, packaging, and communication strategies. We helped bridge the gap between age-old wisdom and cutting-edge formulations, ensuring that the brand didn't just sell hair oil but became part of a woman's evolving hair journey.