Emami, the Rs 700 crore FMCG major, who owns power brands such as Boroplus and Navratna, is targeting more than 30 per cent contribution from its winter brands this season (November 2008 – January 2009) to its overall turnover.
Recently Emami has entered two high potential niche categories of petroleum jelly and glycerine soap with Emami Vasocare and Emami Pure Skin. Emami is also looking at strengthening its foothold in the OTC segment nationally with the brand Sardi Ja Cough Syrup.
Aditya V Agarwal, Director, Emami Group of Companies, said “We are targeting sales of approx Rs 200 crore with our entry into new categories, growth in consumer care division and aggressive marketing plans. Our brands like Boroplus antiseptic cream, Malai Kesar cold cream, and Sona Chandi Chyawanprash have achieved consistent growth in the past. We also aim to fortify the position of the recently introduced products like, Emami Vasocare and Emami Pure Skin, by attaining significant market share.”
Agarwal added, “Emami being one of the largest advertisers, would be investing about Rs 60 – 80 crore on advertising and promotions for its brands. We would be reaching out to almost 15 lakh households pan India through door to door activities and promotions and hence increase our presence countrywide.”
Emami will also be introducing a ‘sign off’ tune for electronic campaigns for all brands. This exercise is an attempt to reinforce the image as a conglomerate and bring together all brands under the Emami umbrella.
Emami grew by 22 per cent in the first half of FY 2008-09 with a 14 per cent rise in net profit.
Boroplus Advanced Mistrusting Lotion has been revamped with a new packaging. Also Sona Chandi Chyawanprash has undergone an innovative and attractive packaging with a younger look and feel by UK based Evolve Creative.
