Emami lines up edible oil, lotion launches

Emami lines up edible oil, lotion launches

Author | Source: Business Standard | Tuesday, Apr 22,2008 7:59 AM

Emami lines up edible oil, lotion launches

With the summer setting in, fast moving consumer goods (FMCG) major Emami Ltd, has lined up new product launches in the personal care category, new packaging formats for its existing brands, as well as foray into edible oil business.

The company will launch Boroplus Triple Action Light Moisturizing Lotion (BPSL), an ayurvedic product this summer, positioned as a lotion for summer and non-winter seasons to fulfil skincare needs.

BPSL is supposed to cool and refresh the skin when applied and will build on non-sticky and non-oily features.

The product will be available in 25 ml and 100 ml pet jar and container and will be priced at Rs 5 and Rs 35 respectively.

Explaining the rationale, Aditya Agarwal, director of Emami, said, "We formulated Boroplus Triple Action Light Moisturizing Lotion, whose triple action formula would prevent moisture loss and re-hydrate the skin, nomatter how long we are out in the sun."

Emami will also launch Navratna Cool talcum powder and Boroplus Prickly Heat Powder in new packaging formats, in an attempt to offer innovation.

The new packaging formats for both the brands will build on the convenience formula during storage and carrying. Boroplus Prickly Heat Powder has four variants and contains anti-bacterial and anti-fungal herbs, which give relief from heat rashes. These are available in 20 gm for Rs 6, 50 gm for Rs 16, and 150gm for Rs 52, for all the variants.

Emami Group is also foraying into edible oil business this summer.

Emami will invest Rs 250 crore in its plant in Haldia in West Bengal to foray into the edible oils business this year. It would produce palm oil, soya oil and rice bran oil.

According to plans, 300 tonnes of bio-diesel and 1000 tonnes of palm oil will be produced per day.

By December, the company will start production of soya and rice bran oil at the plant.

Investment into edible oil will ensure production of 800 tonne of palm oil, 600 tonne of soya oil, and 200 tonne of rice bran oil per day. Initially the company will sell its edible oil in bulk to industries that are into production of chips and biscuits.

Revenues accrued from this plant will add another Rs 1,000 crore to the group's current turnover by 2009.

The 40-acre plant in West Bengal was set up with an investment of Rs 150 crore for creating an annual production capacity of 1 lakh tonnes of bio-diesel.

Tags: e4m

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