Emami looks to expand in UP

Emami Ltd, manufacturer of personal, beauty and health care products, is trying to increase its market share in Uttar Pradesh.

The company is organising promotion campaigns and roadshows to attract customers and to make way for its newly-launched products.

Talking to Business Standard, Naresh Kumar, regional manager of the Emami group of companies, said: "Though ayurvedic products were introduced two years ago, we want to focus more on them because they are popular. Our ayurvedic products' sales were worth Rs 5 crore in UP. We want to raise sales to Rs 50 crore in five years."

Covering about 80 per cent of the districts in UP, the company has about 300 distributors. This will be increased to 400 by the end of next year. The state is divided into northern and central zones with its regional office at Kanpur.

"We derive about 60 per cent of the company's business from the state. The combined turnover for cosmetics and ayurvedic products is about Rs 150 crore in the state," he added.

The company's product basket comprises over 20 products, and also it plans to come out with over-the-counter herbal medicines and is targeting this as the next growth area.

This includes: cough and cold range, laxatives, memory boosters and digestives. Emami, which started as a cosmetics manufacturing company in 1974, today has expanded into the Emami Group of Companies.