Emami fairness cream for men

Kolkata-based Emami Limited, manufacturer of personal, beauty and health care products, has launched India's first-ever fairness cream for men.

Called "Fair and Handsome", the cream has been exclusively introduced in Andhra Pradesh, and based on the success of the product in the state, the Rs 320-crore FMCG major may consider launching it elsewhere in the country.

One of the reasons for the exclusive launch of the product in Andhra Pradesh is that male users account for 26 per cent of the state's total fairness cream market worth Rs 80. In Tamil Nadu, the contribution of male users is 30 per cent and the market size for fairness creams is Rs 55 crore.

"So far, men have been using fairness creams meant for women. They, however, have a different kind of skin which makes the creams, that are basically for women, ineffective on them," said Mohan Goenka, director, Emami Limited.

"We are, therefore, using peptide complex, a whitening ingredient that has been patented in the US. We have tied up with US-based Activor Corp for using this complex," Goenka said.

The product is currently available in 7,000 outlets in the state and Emami is targeting to sell the product in 30,000 outlets in a month's time.

The company has a media budget of Rs 2.5 crore for this. Commercials will be aired on local television channels from June 20. Emami is also trying to market the products at places like Hyderabad Central and Prasad's besides at boys' colleges and salons.

"The heightened consciousness of males with regard to their looks will fuel the growth in men's grooming market in India. We are awaiting the response for this product in the state based on which we may launch more products for men in future," he added.

The total fairness cream market in India is worth around Rs 820 crore and Emami is targeting to garner a market share of 20 per cent.