A single-minded focus on its most successful brand, Almond Drops, is the core theme of one of India’s most profitable and fastest growing in its sector

Do one thing and do it well. This is what Bajaj Corp, the fast-moving consumer goods (FMCG) company of the Kushagra Bajaj group, believes in.

In a sector where most of its peers are busy expanding their brand and product portfolio to maximise gains, Bajaj Corp has stuck to what it knows best — selling light hair oil.

A razor-eye focus on a narrow segment of the hair oil market has enabled the company to become a market leader without unsettling its competitors, most of whom are many times bigger.

“Being a small company in a highly competitive industry, we had to prioritise our goals. We decided to concentrate our resources on a single brand rather than spread ourselves too thin. This enabled us to exploit the full potential of the brand and emerge as a market leader,” says Sumit Malhotra, managing director, Bajaj Corp.

The brand in question is Bajaj Almond Drops Hair Oil.

From being a niche player in the hair oil category, Almond Drops is now one of the biggest hair oil brand in the country with retail sales touching Rs 739 crore in FY13, a six-time jump in as many years.

Source: Business Standard

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