Bajaj, Marico, and Dabur have increased their advertising and distribution strategies for their hair oil product line in order improve sales and to have a competitive edge against newcomers. Dabur launched coconut oil in east and south India by the names Dabur Anmol and Dabur Gold. It plans to continue releasing new products in this segment. Even Bajaj is planing to increase distribution of its hair oil brand in South India. In terms of marketing and PR, Dabur has come up with ad campaigns against competitor Marico that claims 60% market share in this segment. The lockdown affected the supply chain of premium hair oil brands along with entry of new brands. However, with demand now slowly normalizing, most FMCG brands are enhancing their promotions and product launches.