German haircare range in India  ( March '12,2004, HBL)

MR Joerg Zecher in his red jumpsuit would easily pass off for a F-1 pit mechanic but the mismatched shoes tell a different story. "That's my style," he says. And it's all about colour and style.

Mr Zecher, the Artistic Director of C:EHKO and one of Germany's well-known hairstylists, is in India for the launch of the C:EHKO range of haircare products.

C:EHKO (pronounced Sheeko) is manufactured by Gebr Ewald, based in Thuringen, about 300 km south of Berlin. The brand is distributed in India by Sagar Impex Pvt Ltd and has been launched in Bangalore and Chennai with a demonstration of Mr Zecher colouring, cutting and styling the hair of VJs and models.

The product was launched in India after two years of research and development. According to Ms Annegret Ewald, Marketing Director, Gebr Ewald, since Indian hair is very different, a lot of research had to go into it. The products will initially be launched through salons and professionals. The retail range will be available in the store by June.

C:EHKO is an acronym for Coiffure, Energie (shampoos, conditioners, rinses), Halt (hair sprays, gels, styling mousses), Kurven (fixative lotions, neutralisers and strengthening creams) and Optik (colour creams and peroxide).