BackEmami gives its OTC biz national push
Emami gives its OTC biz national push
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PTI
New Delhi: Kolkata-based FMCG major Emami is giving a booster dose to its over-the-counter (OTC) health care segment with plans to launch some of the products nationally.
The company that made its foray into the OTC segment in 2006 by launching a range of products, including blood purifiers, uterine tonics and memory products in selected states, has identified brands that it plans to make national.
“We have reached a stage where some of the products can be taken at a national level and very soon we will be launching them...," Emami Ltd Director Aditya Agarwal told PTI.
He said some of the products that the company intended to launch across the country included blood purifier brand ‘Lalima´, ‘Sardija´ range of cough and cold syrup and vaporub products.
The company had made pilot launch of its OTC products in eight states — Bihar, Chattisgarh, Delhi, Jharkand, Madhya Pradesh, Rajasthan, Uttar Pradesh and Uttaranchal.
“Our test markets in these states have found that the identified products are ready to be taken at a larger level, while the rest needs to be tweaked a bit to suit customer requirements," Agarwal said.
He said the company’s sales team for the OTC business, which are currently focusing on the eight states would now expanded for the planned national launches of some of the products.
“The idea is to make our OTC business contribute more to our overall turnover as compared to about just 2%," Agarwal said.
Emami’s OTC focus is on remedies for cough and cold, stress, diabetes and blood pressure, being developed by its research arm — Himani Ayurvedic Science Foundation. It had earlier announced that it plans to launch about 20 products in two years.
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