Emami enters home hygiene segment with five offerings under Emasol brand

The market size of the five categories is around Rs 4,000 cr, of which the toilet cleaner accounts for the largest share at Rs 1,600 cr

Emami announced its entry into the homecare segment with a range of hygiene products under the “Emasol” brand on Wednesday.

Since the Covid-19 pandemic, fast moving consumer goods (FMCG) companies have been ramping up launches in the health and hygiene space to cash in on the steep demand for such products. With the launch of Emasol, Emami becomes the latest to enter the segment.

Announcing the launch, Mohan Goenka, director, Emami, said that home hygiene, as a category of approximately Rs 4,000 crore had been growing in double digits in the pre-Covid times and was expected to grow much faster in the coming days.

“The Covid-19 pandemic has accelerated home hygiene consciousness to newer heights. People are more concerned about maintaining household hygiene with higher frequency of cleaning across all economic strata,” he explained.

Under Emasol, Emami has come up with five offerings: disinfectant floor cleaner, disinfectant toilet cleaner, disinfectant bathroom cleaner, antibacterial dish wash gel and all-purpose sanitiser.

The market size of the five categories is around Rs 4,000 crore, of which the toilet cleaner accounts for the largest share at Rs 1,600 crore; the organized branded market would be Rs 3,400 crore.

Goenka said that the Emasol range offered upto 24 hours of protection from virus, germs and bacteria, which was a first in the Indian market. “We expect a very encouraging market response from this launch as consumers are on lookout for hygiene products that are effective and enjoy high level of brand trust,” he added. 

Emasol would be priced 5-7 per cent less than competition. The range is being rolled out nationally and is currently available in the East and North; in another fortnight, it would be available in the South and West also.

Cricketer, Shikhar Dhawan, has been roped in as the global brand ambassador for Emasol. The packaging for the range has been designed by London-based design firm, Evolve Creative.

The company said that the Emasol range was being launched across general trade, modern trade and e- commerce channels with a major focus on urban metro markets, which is expected to contribute majorly to its overall sale.