Plus Points

 Did anyone say value additions were a big plus? Going by the case study of Boroplus Antiseptic Cream from the Rs 200-odd crore Kolkata-based Emami group of companies, it would certainly seem so. It is a 20-year-old brand that stormed into the secure bastion held by Boroline, yet another Kolkata-based brand from G D Pharmaceuticals, since 1929.

 Today, according to ORG-Marg, in the Rs 150-crore antiseptic cream market, Boroplus is the national market leader with a 56 per cent stranglehold. (In fact, it increased its share from 50 to 56 per cent in the fiscal 2001-2002