Emami eyes Rs 300cr summer sales

Emami Limited is eyeing Rs 300 crore sales during the summer season this year, on the back of new product launches and product innovation. The company is also investing close to Rs 70 crore on advertising and promotions for its brands this season.

According to Aditya Agarwal, director of Emami group of companies, “During April to September this year, we are targeting sales of about Rs 300 crore, a 30 per cent growth over the same period last fiscal. Our brands like Navratna Oil, Boroplus Triple Action Light Moisturising Lotion, Navratna Cool Talc, Boroplus Prickly Heat Powder and Sona Chandi Amritprash have achieved consistent growth in the past. We also aim to strengthen our position by introducing new products and by attaining significant market share.”

The Rs 700 crore FMCG major, who owns power brands such as Boroplus and Navratna, has experienced a 25 per cent growth in FY 2008-09, on the back of product innovation and research.

“Emami will invest close to Rs 70 crore on advertising and promotions for its brands. Apart from direct marketing through door-to-door and in-shop promotions, other below the line activities will also take place in key outlets, colleges, train compartments and rural markets, supported by campaigns in district level newspapers as well as in electronic media,” Agarwal added.

In new products, this year Emami has introduced products like Navratna Oil Lite. Navratna Extra Thanda Oil, on the other hand, is a stronger variant with extra cooling effect.

Navratna Cool Talc Active Deo will be available in new stock keeping units (SKUs) of 20 gm and 300 gm while a new extension of the product will be launched with brand name Navratna Cool Talc 24hr Fresh.

A new television commercial (TVC) of Navratna Cool Talc will soon go on air nationally featuring Shah Rukh Khan. For Navratna Oil’s new TVC, Amitabh Bachchan has not only acted and lent his voice but also contributed to its composition. Boroplus range will carry on their campaigns with Kareena Kapoor.