Emami Targets Rs 300 Crore Sales From Summer Brands

Mr Aditya V. Agarwal, Director Emami Group of Companies said, “in this season we are targeting sales of about Rs 300 crore ensuring a 30% growth compared to same period last fiscal. Our brands like Navratna Oil, Boroplus Triple Action Light Moisturising Lotion, Navratna Cool Talc, Boroplus Prickly Heat Powder and Sona Chandi Amritprash have achieved consistent growth in the past. We also aim to strengthen our position by introducing new products and by attaining significant market share.”

The Rs 700 crore FMCG major, who owns power brands such as Boroplus and Navratna, has experienced a 25% growth in FY 2008-09. Through phenomenal product innovation and research carried out at the state-of-the-art R&D facility, Emami’s products have, over the years, evolved as either numero uno brands or maintained pole position in their respective segments.

“Emami will invest Rs 60 – 70 crore on advertising and promotions for its brands. Apart from direct marketing through door to door and in-shop promotions, other below the line activities will also take place in key outlets, colleges, train compartments and rural markets supported with massive campaigns in district level newspapers as well as in electronic media”, Mr Agarwal added.

New Products

This year Emami has introduced a bouquet of new products. Navratna Oil Lite is a non-sticky, light oil with mild fragrance. It has refreshing and a soothing cool feel. Navratna Extra Thanda Oil on the other hand is a stronger variant with extra cooling effect. Emami offers these two along with Navratna Oil as a complete cool oil range to its consumers in this summer. Navratna Cool Talc Active Deo will be available in new SKUs of 20 gm and 300 gm while a new extension of the product will be launched with brand name Navratna Cool Talc 24hr Fresh.

The other main products that would be available during this period are Boroplus Ice Prickly Heat Powder with 3 variants Icy Cool, Icy lavender & Icy Sandal and Boroplus French Herbal Prickly Heat Powder. The former one having a consumer offer of Rs 7 off on 150 gm SKU. The non-ice variant is priced at Rs 45 with a Rs 7 off on 150 gm SKU. A Pure Skin Glycerine Soap worth Rs 23 will come free with a 300 ml Boroplus Triple Action Light Moisturising Lotion. Emami is also looking at strengthening its foothold in the OTC segment nationally with power brands like Lalima and Sardi Ja.

New TVCs

A new TVC of Navratna Cool Talc will go on air nationally featuring Shah Rukh Khan. For Navratna Oil’s new TVC, Amitabh Bachchan has not only acted and lent

his voice but also contributed to its composition. Boroplus range will carry on their campaigns with Kareena Kapoor.

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About Emami Group:

Founded in 1974, Emami today is a Rs 2000 crore diversified business group. Emami occupies an enviable position in sectors such as FMCG, newsprint, private hospital, edible oil, bio-diesel, realty, ball pen tips manufacturing, contemporary art and retail chain with Frank Ross and Starmark in its fold. Emami Limited, the Rs 700 crore flagship company of Emami Group engaged in FMCG business, manufactures and markets trusted power brands like Boroplus, Navratna, Fair and Handsome, Sona Chandi Chyawanprash, Mentho Plus, and Himani Fast Relief. Maintaining a CAGR of 25%, Emami has footprints in 60 countries across the globe spanning over GCC, Europe, Africa, CIS countries and the SAARC. The plants and production activities of the Group are based all across India. Recently, Emami Limited has acquired Zandu Pharmaceutical Works Ltd comprising leading brands such as Zandu balm, Kesari Jeevan and Zandu Chyawanprash. Emami Paper Mills Ltd is one of largest newsprint manufacturer in the country. AMRI hospital is the largest private hospital chain in Eastern India. Emami Biotech Ltd is the only integrated plant to produce 1 lakh tonnes of bio diesel and 3 lakh tonnes of edible oil annually. CRI Ltd is one of the largest ball pen tip manufacturer in India. Emami Chisel Art is redefining the medium of art with its first auction centre in Eastern region. Visit www.emamigroup.com for more information.