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Emami to rejig brand portfolio

29-June-2004
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Emami to rejig brand portfolio

Emami Ltd, the Kolkata-based FMCG company, on Monday said it has initiated a comprehensive brand restructuring exercise to bring more focus to its operations and in a bid to double sales to Rs 650 crore by 2006-07.

The Emami Ltd Director, Mr Aditya Agrawal, told that the restructuring was being done so that all personal care products come under the flagship brand `Emami' and the healthcare products under the other flagship brand `Himani.'

However, the company has not taken a final decision on whether brand overlaps will be phased out or relaunched. For example, the company has a Gold Turmeric Cream and glycerine soap under the Himani brand that will either be phased out or relaunched under Emami. Similarly, there is the headache balm Menthoplus and another glycerine soap under the Emami brand.

Elaborating on the new ayurvedic range that the company launched recently, Mr Agrawal said it will include a whole range of products for treating cough and cold, memory enhancers, blood purifiers and digestives. "We have also put in place a 25-people sales team specifically for ayurvedic products," he said.

In the current year, the company is eyeing over 33 per cent export revenue growth to Rs 40 crore.

Emami's other flagship products include Himani Boroplus Antiseptic cream and Sona Chandi Chyawanprash. The company recently roped in Bollywood megastar Amitabh Bachchan to endorse its Himani Navratna Hair Oil, whose brand value is in excess of Rs 100 crore.

Mr Agrawal said Emami is also in talks with other film celebrities to endorse its forthcoming brands in the ayurvedic segment but gave no further details.

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