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Emami to expand portfolio; plans foray into new segments

Emami to expand portfolio; plans foray into new segments
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First Published: Mon, May 07 2007. 12 56 AM IST

Personal care: Emami makes the popular Boroplus cream.
Personal care: Emami makes the popular Boroplus cream.
Updated: Mon, May 07 2007. 12 56 AM IST
Personal care and healthcare firm Emami Ltd, which sells the popular Boroplus brand of antiseptic cream, is set to expand its portfolio of personal-care products this year with as many as 18 products.
The company is also eyeing acquisitions in the personal care and health-care segments armed with a war chest of Rs100 crore, according to Aditya Agarwal, director, the Emami group of companies.
Personal care: Emami makes the popular Boroplus cream.
Emami spends over Rs120 crore on brand investments each year, out of which Rs40 crore is spent on new launches alone, said Agarwal.
The Kolkata-headquartered company also plans to launch products in new segments such as baby care and hair care, and expand its presence in the men’s grooming segment, he added.
Emami’s men’s fairness cream Fair and Handsome, launched two years ago, has given it appetite for other products in this category and it is now eyeing a larger chunk of the Rs750 crore men’s grooming market.
The company plans to widen its portfolio for men with shaving creams, toilteries and skin creams; the shaving cream will make its debut this year.
In the men’s grooming segment, Emami will compete with companies such as Hindustan Lever Ltd (HLL), Godrej Ltd, Procter & Gamble and Beiersdorf AG. The hair-care segment, which consists mostly of shampoo and hair colourants, is dominated by HLL in the former, and foreign brands such as L’Oreal in the latter segment. Emami has already introduced a separate set of hair dyes for men and women.
The company is working on products it can launch in the segment including shampoos and hair oil and it will begin its foray into this segment by launching a shampoo, according to Agarwal. Emami’s plans also include a foray into Ayurveda, which will kick off with as many as 10 product launches this year (2007-08).
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First Published: Mon, May 07 2007. 12 56 AM IST
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