BBLUNT, a premium hair care and styling products range from the house of Godrej Consumer Products Limited (GCPL), is vying for significant growth with an aggressive e-commerce first strategy. Over time, the brand has built a strong online customer base, which is steadily multiplying in select categories like shampoo and hair colour. Anirban Banerjee, Head of Global Innovation & BBLUNT, Godrej Consumer Products Limited, adds, “As a pioneer in the hair colour category in India, GCPL continues to show tremendous growth and we have been making inroads in this space by ensuring that relevant content is seamlessly seeded in our communication across e-commerce platforms with influencer collaborations being a crucial, conscious and consistent part of our brand strategy.”