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Business News/ Companies / FMCG firm Emami raising overseas business
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FMCG firm Emami raising overseas business

Emami's international business grew 25% CAGR (compound annual growth rate) in the decade leading to 2015-16

Emami’s headquarters in Kolkata. Photo: Indranil Bhoumik/MintPremium
Emami’s headquarters in Kolkata. Photo: Indranil Bhoumik/Mint

Kolkata: Home-grown FMCG firm Emami Ltd would work towards increasing its overseas business in the coming years, an official of the company said.

“We are working to increase the share of international business in our overall revenues, even as global markets could remain challenging in 2016-17," director of Emami, Prashant Goenka said in the company’s annual report. Emami, he said, was hopeful of outperforming market growth.

“We are strengthening our infrastructure to take on larger global brands and expanding our marketing network in all international markets including CIS countries and the Middle East."

Emami’s international business grew 25% CAGR (compound annual growth rate) in the decade leading to 2015-16. During the last fiscal, Emami spent 531 crore towards brand promotion and brand building, comprising 24% of total costs.

The company had roped in an array of celebrities from different fields that have vouched for its products for decades. The company has engaged four prominent Indian film celebrities—Amitabh Bachchan, Shah Rukh Khan, Shruti Haasan and Shilpa Shetty. It engaged Hrithik Roshan to endorse Fair & Handsome Instant Fairness Face wash and the ‘HE’ range of deodorants. Emami also roped in Yami Gautam, Sania Mirza, Parineeti Chopra and Huma Qureshi to attract the young audience.

“We have been one of the pioneers when it comes to leveraging the power of celebrity appeal to bring in more customers," Aditya V Agarwal, director of Emami said in the report. The company invested 150 crore to build a new plant in Assam, which is expected to commence operations by this fiscal. Looking ahead, the focus would be on operationalising the new plant, enhancing people competence, augmenting capacities and optimising production costs, the report said.

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Published: 11 Jul 2016, 11:08 PM IST
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