Emami said it had trademark rights over the name and that it was consulting legal experts on the matter.
"Distribution costs have significantly increased and there will be short-term pressure on margins," Sanjiv Mehta, chairman and managing director said.
On Friday, a company spokesperson said the group had acknowledged legitimate concerns about the terms used to describe skin even-ing products.
The Rs 2,000-crore brand, which enjoys a 40 per cent share of the fairness market, pegged at Rs 5,000 crore, will now have a new identity.
Chairman and Managing Director Sanjiv Mehta says the April-June period has been largely about restoring operations.
All its factories and warehouses are open, barring the one in Assam.
The month of May saw two large share sales -Rs 25,000-crore in Hindustan Unilever (HUL), and Rs 8,400-crore in Bharti Airtel (Airtel
Traditional trade sees bigger drop, says Nielsen
On Thursday, UK-based Glaxo-SmithKline (GSK) offloaded its stake in HUL via block deals.
According to the term sheet, an over 133 million shares - 5.7 per cent of the total equity shares - are being offered in the range of Rs 1,850-1,950 to investors through a special block window.
HUL, the country's largest consumer goods company, on Thursday reported a 7 per cent decline in volumes for Q4FY20, faring even worse than the demonetisation quarter, when the fall was 4 per cent
The Street had factored in a drop of 2-4 per cent in Q4 volume growth on account of the Covid-19 outbreak and subsequent lockdown but 7% decline was a surprise for many.
In Q4FY20, HUL's stock outperformed the market by rallying 20 per cent, against nearly 29 per cent decline in the Sensex
Data for April 11-17 shows that HUL, RB & Amul increased their advertising on news, general entertainment and movie channels.
Trading at 77x, its trailing 12-month net profit against industry average of about 43x
HUL's current market value of Rs 5.14 trillion is also more than the combined Rs 4.20 trillion market capitalisation of India's top 10 listed automobile companies
Dettol and Lifebuoy promote hand washing with soap, setting aside their differences over hand hygiene standards
Market breadth was in favour of advances as out of 2,576 companies traded on the BSE, 1,842 advanced and 540 declined while 194 securities remained unchanged
HUL has fixed April 17, 2020 as the record date for determining the shareholders of the GSK Consumer Healthcare to receive the shares of the company.
Makers of hygiene and essential items may not feel the pinch but discretionary categories have a long road to recovery