Premji Invests backed HRIPL extends brand Streax to skincare segment

Dheeraj Arora, MD & CEO of HRIPL

Hygiene Research Institute Pvt Ltd (HRIPL) is extending its hair care brand Streax to the skincare segment in a bid to grow its addressable market. Backed by Premji Invests, which owns a controlling stake, the company is known for its brands Streaks, Vasmol and Florozone. The company expects the face care segment to contribute 4-5 per cent over the next 3-5 years.

Dheeraj Arora, MD & CEO, HRIPL told businessline, “As part of our long-term strategy, we have been focusing on expanding the addressable market for our brands. With Hair Care we can at best engage with consumers once a month, so the rate of engagement is low and we want to become part of the consumer’s daily regime. This is among the key reasons we are extending brand Streax, which enjoys a strong brand equity, beyond hair care to the skin care segment.

The company is launching a range of products, including face serum, sunscreen, face wash and face creams in the consumer space under the brand Streax Skin. Arora said the company is focusing on segments that are not very highly penetrated. “We will also be leveraging on our strong distribution network as we reach out to over 4 lakh outlets daily and service 40,000 sellers. So it made a lot of sense for us to sweat our assets and extend them into adjacent categories that make us part of the consumer’s daily lifestyle routines,” he added.

In the professional segment, the company will look at coming out with facial kits among other products targeted at salons under Streaks Professional Skin.

Talking about the consumer portfolio’s launch strategy, Arora said, “We have begun the launch with the e-commerce channel and in the second half of the year, we will launch it across stores. The professional segment products will be launched as per the requirements of the channel.”

“We expect 4-5 per cent of revenues at an aggregate level to come from the skin care segment in the next 4- 5 years. We expect the contribution to be higher in channels such as e-commerce,” he added.

Arora said HRIPL saw high double-digit growth overall in FY25. “We have been focusing strongly over the past 2-3 years in building capacities and creating a virtuous cycle of growth,” he added.  

Published on April 22, 2025