Kolkata-based FMCG major Emami Ltd has forayed into the highly competitive soap segment with the launch of Emami Pure Skin, a premium glycerine soap. Currently, the product is on a test launch phase in Andhra Pradesh, Karnataka, Tamil Nadu, Kerala, Gujarat and Orissa. Depending on the market feedback, the product would be made available nationally.
Priced at Rs 23, the soap would be available in 75 gm packs and in three variants – Swiss Apple & Almonds, Saffron & Turmeric, and Olive & Aloe Vera.
Commenting on the launch, Priti Sureka, Director, Emami Group, said, “The total glycerine soap market stands at Rs 300 crore with a 15 per cent CAGR. We see tremendous potential and hope to be a significant player in the near future. We aim at providing our consumers with three variants with natural and herbal ingredients. The marketing efforts for Emami Pure Skin will be supported by massive television advertising and a 360-degree communication campaign.”
The traditional soap market in India is estimated to be around Rs 6,500 crore. The premium soap category in India is dominated by brands like Pears and Dove from Hindustan Unilever Ltd, with several mass level brands from Godrej Consumer Product Ltd, Wipro Ltd, Henkel India Ltd, Nirma, and Reckitt Benckiser as well.