Kolkata-based FMCG firm Emami has forayed into the face wash category by launching Fair and Handsome Instant Fairness Face wash.
Emami aims to capture eight per cent market share of men's face wash n the next one year, the home grown FMCG firm said in a statement.
Fair and Handsome Instant Fairness Face wash would be available in 20gm, 50gm and 100 gm packs priced at Rs 30, Rs 65 and Rs 100, respectively.
According to the company, its face wash is powered by ActiFair Peptide, which effectively removes dirt and excessive oils.
Commenting on the development, Emami Director Mohan Goenka, said:" The launch of Fair and Handsome Instant Fairness Face Wash would also strengthen our presence in the burgeoning men's grooming category, with a substantial increase of 10-15 per cent in our A&M spend for the brand".
Emami, a Rs 1,700 crore group, would start marketing campaigns to place Fair and Handsome Instant Fairness Face wash in the market, which will go on air by mid of March, 2014.
