Emami Ltd has appointed Bollywood actor Katrina Kaif for its 7 Oils in One non-sticky hair oil brand
Emami relies heavily on celebrity marketing
New Delhi: Emami Ltd on Friday announced that it has appointed Bollywood actor Katrina Kaif for its 7 Oils in One non-sticky hair oil brand. The hair oil brand is a part of Emami’s ₹1, 220 crore strong hair care portfolio which includes Kesh King oil and shampoo, Navratna and 7 Oils in One. The hair care category contributes 30% to company’s overall turnover.
As per industry estimates, light hair oil is the fastest growing segment with a compound annual growth rate (CAGR) of 25% in the last five years.
“As a brand we have taken keen interest in the segment, established ourselves as a dominant player and have gained firm foothold in this dynamic space. We welcome Katrina to our Emami family. She is an epitome of beauty and is grace personified. She is a global figure who has carved her own niche with her sheer confidence and success. Her infectious charm only adds to her superstar repertoire. She fits the brand image impeccably and her involvement will surely have a positive connect with our consumers," said Priti A. Sureka, director, Emami Limited.
Made with a blend of seven oils including almond, jojoba, argan, olive, walnut, amla and coconut, the hair oil comes in 200 ml, 100 ml, 50 ml and 3 ml packs, priced at ₹120, ₹63, ₹33 and ₹1 respectively. In 2015, the company acquired the business of Kesh King and forayed into the ayurvedic hair and scalp care segment.
With over 300 diverse products, Emami’s portfolio includes trusted power brands like Navratna, BoroPlus, Fair and Handsome, Zandu Balm and Mentho Plus. Emami products are available in over 4.5 million retail outlets across India through its network of over 3200 distributors and its global footprint spans over 60 countries. Emami relies heavily on celebrity marketing featuring actors such as Amitabh Bachchan, Shah Rukh Khan, Hrithik Roshan, Shahid Kapoor, Varun Dhawan, Madhuri Dixit Nene, Kareena Kapoor Khan, and Kangana Ranaut among others in its campaigns.