New Delhi, Sept. 24 -- For decades, hair colour in India had one job: cover the greys.

Now, a market worth Rs.7,390 crore is being reshaped by consumers who are not necessarily colouring their hair to hide ageing. Easier-to-use formats, affordable small packs and growing interest in fashion shades are bringing more consumers into the category and changing what they expect from hair colour.

India's hair colourants market grew from Rs.4,330 crore in 2020 to Rs.7,390 crore in 2025, and is expected to hit Rs.9,020 crore in 2030, according to Euromonitor

Godrej Consumer Products Ltd (GCPL), which sells Godrej Expert, is looking to capture more of this growing market. Its first product under the newly formed G Labs innovation initiative is a...