Emami eyes hinter land

Emami Ltd is targeting the rural market to push sales of its Boroplus Antiseptic Cream.

"Rural market contributes close to 45 per cent of our total Boroplus sale. So it makes sense for us to draft special advertising campaigns for this segment, especially during winters when the sale of creams automatically go up," said H V Agarwal, director, Emami Boroplus.

Emami's rural marketing strategy was routed through over 2600 mobile traders and 130 small village shops covering states like West Bengal, Chhattisgarh, Madhya Pradesh, Andhra Pradesh, Orissa and Karnataka.

It also sell goods in collaboration with ITC using its e-choupals, and the postal circle of Maharashtra.

"We will tie-up with more local distributors and also launch mobile campaigns in the rural market to push sales of Boroplus," informed Agarwal. 'Melas' are a regular part of the rural market. So, we would also participate at as many melas as possible to increase our brand visibility, "Agarwal added.

Emami has a total advertising budget of close to Rs 10 crore for rural initiatives this year. The Rs 5 sachets (8gm) fetches a major chunk of overall sales as that pushes impulse purchase, informed Agarwal.

Boroplus, leads with a 66 per cent market share in India when the total antiseptic cream market is estimated at close to Rs 150 crore in India.

Boroplus clocked sales of Rs 100 crore last fiscal and is targeting 20 per cent growth this year.

The company also has plans to make Boroplus a global leader. Promotional campaigns are being planned at some 15 top international locations.