Emami intensifies focus on Zandu brand

The company aims to grow their healthcare portfolio of OTC and generic products

FMCG firm Emami is sharpening focus on its Zandu brand for bigger play in the fast growing healthcare segment this fiscal through product launches, distribution expansion and the spending on brand awareness.

"We aim to grow our healthcare portfolio of OTC (over the counter) and generic products under the Zandu umbrella," Emami Managing Director Sushil K Goenka said in the annual report 2013-14.

"We are optimistic about the OTC healthcare market in India which is growing at 25-30% annually. Our healthcare business (including ayurvedic generics, OTC and ethical products) grew by 36% in FY14," Goenka added.

The Zandu portfolio contributed Rs 400 crore and accounted for 22% in Emami's total turnover of Rs 1,821 crore in the previous fiscal.

The company, which acquired the brand in 2008-09 for Rs 713 crore, said it has also engaged an international consultant to reinforce communication and brand architecture of Zandu.

This year, Emami company plans to launch Zandu Nityam tablets in the constipation category selectively and graduate it into a national brand campaigns.

Elaborating on the products under the Zandu umbrella, the company said: "The year 2014-15 is expected to be landmark year for Zandu Pancharishta by focusing on the key areas of creating further awareness through communication, friendly packaging and aggressive distribution drive.

"Zandu Vigorex shall be further strengthened by highlighting the unique proposition of the brand supported by steady communication."

At present, offerings under the Zandu brand include Zandu Kesri Jivan, Zandu Vigorex, Zandu Sona Chandi Chyawanprash Plus, Zandu Pancharishta and Zandu Balm.

The company also said it intends to invest aggressively in brand spending, marked by celebrity endorsements.

"Over the decade, the company's brand spending was among the highest in India's FMCG sector," it added.