Emami To Launch Six Healthcare Products

The Rs 400-crore Emami Group is planning a major foray into ayurvedic personal and healthcare products segment through the launch of six new brand products.

The group is expecting a turnover of Rs 240 crore from its consumer and healthcare division by the end of the current fiscal. The company has earmarked a Rs 70-crore advertising and promotional budget for the current fiscal which is a 64 per cent increase over previous year. Of the total ad-spend budget, Rs 55 crore will be for brand building, including the eight new brand products launched last year.

As a new marketing thrust, Emami has identified six new categories of ayurvedic products including cough & cold syrup, laxatives, liver tonic, memory boosters and baby oil. While names of some of the product categories are being worked out, three new brands -- Sardija, Good Morning and Balratna -- for cough syrup, laxatives and baby oil, respectively, will be launched soon.

"The new brands will be a under the company's flagship brand Himani which contributes nearly 80 per cent of the revenues from the group's personal and healthcare segment," said Aditya V Agarwal, director, Emami Group of Companies.

"We had launched eight new brands last year and overall sales growth had increased 61 per cent," said Manish Goenka, director, Emami Paper Mills Ltd. "We are expecting a robust growth for the next few years in the fast moving consumer goods (FMCG) segment, especially the healthcare products, and have taken a strategic decision to build up a new brand portfolio targeting this segment," Agarwal said.

This year we are targeting exports to the US and European markets and expect to clock around Rs 20 crore-worth of exports compared with last year's Rs 8 crore, Agarwal said.

We have entered into new product segments like chyawanprash only last year and have managed to garner a market share of over 10 per cent through our Sona Chandi brand. Also, the Navratna brand has cornered nearly 40 per cent marketshare in the red hair oil segment within a short time, Goenka said.