The spoke in Emami's brand wheel

The company has struggled to turn around its two-year old acquisition in the women's hygiene category. What holds it back?

Even as the Kolkata-based company powers its national ambitions by taking local brands to the big stage, it has struck nought with a sanitary napkins brand it bought two years ago. ‘She Comfort’, acquired from Royal Hygiene Care in 2014 is almost invisible in the marketplace today. This despite the fact that two other brands Emami acquired, Zandu and Kesh King have turned into money spinners and the company has just put its weight behind a male grooming brand, The Man Company. Why has Emami stumbled at the hurdles with this one?

Known to leverage the strength of local labels in