Emami to promote Boro Plus as global brand

Kolkata-based FMCG major Emami is planning to promote Boro Plus as a global brand in order to become an Indian FMCG transnational in five years.

The company has already initiated discussions with several global marketing consultants for devising a strategy to promote Boro Plus as a global brand.

The company is also planning to come out with ayurvedic spas and ayurvedic health clinics in the domestic and international market as a part of its strategy to focus on ayurvedic medicine.

It is also contemplating to launch more ayurvedic products in line with Sona Chandi Chyanwanprash and Mentho Plus.

The company is hoping to end this fiscal with a turnover of Rs 600 crore after the merger of its marketing arm J B Marketing.

R S Agarwal, chairman of Emami, told reporters after the 23rd annual general meeting that Emami was pinning its hopes on Boro Plus brand. "This is one of the oldest brand in our fold, and it has good brand equity. We are taking it overseas and will launch a range of products under Boro Plus brand in overseas markets," he said.

According to Agarwal, the company is planning to invest Rs 30 crore to promote Boro Plus as a global brand in the next two years.
"We are in talks with reputed global marketing consultants to work out a brand strategy for Boro Plus. We shall appoint one of them soon," he said.

Updated at 1540 hrs: Emami is planning to set up ayurvedic and herbal spas and clinics both in the domestic and international market.

"We are working on setting up ayurvedic spas and skin clinics in India and abroad. We have already finalised a location in Dubai," Emami Chairman R S Agarwal told reporters today after the annual general meeting.

"We are in the process of identifying the technical partner for an alliance to manage ayurvedic clinics and spas. We are negotiating with a few majors from Indonesia, Thailand and UK," he added.

The company may not use the Emami brand for spas and go in for an international brand. The company is expected to rollout its first spa within a year.

The ayurvedic spa and clinic venture would also help the company in boosting its international business. Emami has a strong presence in CIS countries, the Middl East and Africa. "In order to take forward our international business, we have decided to make Boroplus a global brand and we have earmarked Rs 20-30 crore for it," Agarwal said.

Exports contributed close to Rs 40 crore in 2005-06 as against the total turnover of Rs 310 crore.