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s Product innovation focusing on new niches is key for Emami, with recent major new launches including 7 Oils in One and Vasocare Herbal Skin Jelly 7 Oils in One, a hair oil that caters to are revered by consumers and considered Godrej Consumer and Marico, who felt consumers looking for multi-tasking items. important trendsetters. More than 60 the need to move up in terms of turnover, Last winter, Emami launched Vasocare celebrities have endorsed Emami products. prompting them to go after acquisitions, Herbal Skin Jelly, which the company The Vasocare lip balm, for example, which look at new product lines and expand described as a ‘unique herbal formula’. launched in three variants last winter, had distribution,” says fnancial services The company claims the product is the an ad campaign with the tagline ‘get lips company Motilal Oswal vice-president ‘frst green alternative’ to the petroleum like Bips’ featuring the actress Bipasha research Gautam Duggad. jelly market. It was priced under Rs40 ($1 Basu, informally referred to as Bips, who is Emami’s acquisition of Zandu balm for a 50 ml container. This launch was quickly gave it strength in addressing the accompanied by consumer incentives to pain relief market, and in growing its reach sample other products. For example, with “ internationally. It may look to do the same the purchase of Vasocare Herbal Skin Jelly, It was unexpected that in personal care very soon. n the group offered a complementary 25ml Indian men would buy a Boroplus Advanced Moisturising Lotion worth Rs10 ($0.16). cream exclusively targeted Other notable launches include the He to them, and that was also a line of deodorants, which were introduced whitening cream. Emami has Emami factfle in June 2014 and saw the company enter Headquarters: Kolkata, India a new market segment. The line was grown by seeing and flling Net sales fscal 2013-2014: endorsed by popular actor Hrithik Roshan, gaps in the market Rs18.2bn ($302.78m) and is being seen as a brand that will go on Personal-care brands: 12 ” to include hair and skincare products. Main brands and bestsellers: Fair and Handsome (bestseller) Celebrities and low prices Independent retail consultant Boroplus (Antiseptic Cream, Boroplus As well as new innovations, the price Amrisha Patil Advanced Moisturising Lotion, Boroplus positioning of Emami’s products accounts Ice Cool Talc) (bestseller) for much of its success. Low prices give the He group access to the 400 million people in also a brand ambassador for other Emami Navratna Cool Talc (bestseller) India’s middle income group, who have products. Emami Malai Kesar Cold Cream been the champions of consumption in the As to the future, Emami has made Vasocare Petroleum Jelly past 10 years. no secret of its plan to grow through Vasocare Lip Balm Another reason for success has been the acquisitions. “Emami too is going down 7 Oils in One company’s use of Bollywood actors, who the road like its peers such as Dabur, September-October 2014 - N°19 - BW Confidential 71