RSH Global to spend Rs 250 crore on advertising for JOY Personal Care

The company aims to double its turnover to Rs 1,000 crore by 2022-23

e4m by Misbaah Mansuri
Updated: Dec 12, 2019 5:34 PM

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Kriti Sanon

With a line-up of personal care brands like JOY, X-Men and Karis, RSH Global, a Kolkata-based company, plans to pump in over Rs 250 crore on marketing for JOY Personal Care in 2020.

“The amount will be spent on a mix of TV, print, digital and partnerships/associations,” Sunil Agarwal, Chairman, RSH Global, told exchange4media. Moreover, the company is also aiming to double its turnover by 2022-23.

Sunil Agarwal, Chairman, RSH Global

As per Nielsen data, JOY has a 46 per cent volume share in the moist cream category (for women) and another 15 per cent in the winter-care and body lotion segment. “With our expansion, we also intend to increase our market share and double our turnover to about Rs 1,000 crore,” he shared.

Nearly 55 per cent of the marketing budget allocated for JOY will be spent on television advertising, 5 per cent will be incorporated for print and OOH, and 15 per cent will be for the digital spends, Agarwal said. “Additionally, 25 per cent of the budget will be utilized for the various associations, partnerships, tie-ups, etc,” he further revealed.

With winter round the corner, the company has recently roped in actress Kriti Sanon as brand endorser for its winter care product - honey almonds lotion - for JOY Personal Care. Agarwal says the ad campaign, featuring Sanon, shatters stereotypes used by advertisers to oversell skincare products to women. He believes that the purchasing behaviour of consumers and their belief in “rational and reasonable attributes” are increasing rather than “larger-than-life irrational promises”.

The company is also keen on targeting the mid-premium segment with value-added offerings such as anti-ageing solutions, wrinkle-free creams, mineral-based sunscreen and much more.

“Recently, we introduced an advanced skincare product range ‘Revivify’ to address advanced skincare concerns,” Agarwal explained.

RSH Global is also present internationally with brand names like Karis and X-Men. “We aim to expand our personal care range in the mass and mid-premium segment with specialised offerings in the cosmoceutical category,” Agarwal said.

Apart from increasing the product range, the company will also be expanding geographically from West Bengal to Maharashtra. “We will also be investing Rs 80 crore to Rs 100 crore to set up a new manufacturing unit at Baddi in Himachal Pradesh which is expected to go operational by 2021. With increased production it will also help us to enhance our retail outreach to 12 lakh outlets from the existing 7.5 lakh. We believe this will increase our turnover as we are utilising only 50 per cent of our existing capacities. The proposed Greenfield unit will be more than double our capacity,” he shared.

Agarwal revealed that 2020 will witness the launch of a plethora of products in the body lotion, face wash and face cream category. “Early in the year, we will be launching a mineral sunscreen which will be followed by a face wash in summer and later body lotion in the winters.” According to him, the brand will also be strengthening their distribution in West Bengal and will come up with a huge regional campaign specific to this market.

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