Emami Emami Limited is an Indian producer of fast moving consumer goods (FMCG), such as cosmetics and health and baby products. The company is based in Kolkata . The name of Emami ran into controversial headlines on December 9, 2011, when Kolkata Police arrested R S Agarwal and R S Goenka, founders of Emami and directors of AMRI Hospitals, for causing death to 91 people by negligence in the fire that broke out at AMRI Hospitals on December 9, 2011. It is recorded as the largest hospital tragedy in India, caused due to storing toxic and inflammable materials in the basement of the hospital, which was sanctioned for car- parking. The fire alarms and sprinklers installed at the hospital did not work during the fire, causing tragic death to 91 people. [1] In 2008 the company announced that it intended to offer baby care products. [2] The company's health products unit offers tonics for colds and coughs as well as nutraceuticals . [3] The company has the following subsidiaries: [4] Emami Paper Mills Limited Emami Chisel Art CRI Limited South City Projects (Kolkata) Ltd Advanced Medicare & Research Institute Ltd (AMRI) Frank Ross Limited Emami Realty Limited Emami Retail Pvt Limited (Starmark) Emami Biotech Limited Emami Cement Ltd Emami Starx Ltd Emami Limited Industry FMCG Founded 1974
Transcript
EmamiEmami Limited is an Indian producer of fast moving consumer goods (FMCG), such as cosmetics and health and baby products. The company is based in Kolkata. The name of Emami ran into controversial headlines on December 9, 2011, when Kolkata Police arrested R S Agarwal and R S Goenka, founders of Emami and directors of AMRI Hospitals, for causing death to 91 people by negligence in the fire that broke out at AMRI Hospitals on December 9, 2011. It is recorded as the largest hospital tragedy in India, caused due to storing toxic and inflammable materials in the basement of the hospital, which was sanctioned for car-parking. The fire alarms and sprinklers installed at the hospital did not work during the fire, causing tragic death to 91 people.[1]
In 2008 the company announced that it intended to offer baby care products.[2]
The company's health products unit offers tonics for colds and coughs as well as nutraceuticals.[3]
The company has the following subsidiaries:[4]
Emami Paper Mills Limited Emami Chisel Art CRI Limited South City Projects (Kolkata) Ltd Advanced Medicare & Research Institute Ltd (AMRI) Frank Ross Limited Emami Realty Limited Emami Retail Pvt Limited (Starmark) Emami Biotech Limited Emami Cement Ltd Emami Starx Ltd
Emami LimitedIndustry FMCGFounded 1974Founder(s) Mr. R S Agarwal and Mr. R S GoenkaHeadquarters Kolkata, West Bengal, India
Key peopleMr. R S Agarwal and Mr. R S Goenka (joint chairman)
ProductsHair care, skin creams, soaps and lotions, talcum powder, Ayurvedic health care products
The inception of Emami Group took place way back in mid seventies when two childhood friends, Mr. R.S. Agarwal and Mr. R.S. Goenka left their high profile jobs with the Birla Group to set up Kemco Chemicals, an Ayurvedic medicine and cosmetic manufacturing unit in Kolkata in 1974. It was an extremely bold step in the early seventies when the Indian FMCG market was still dominated by multinationals. Several such companies headquartered in Kolkata were considering shifting out of West Bengal due to labor unrest and political problems.
But against all odds with a vision of combining the age old wisdom of Ayurveda with modern manufacturing techniques for creating winning brands the company was started with a meager amount of Rs. 20,000. A dream of reaching out to the Indian middle class; a target audience who they thought will have increasing potential for consumption, the company started manufacturing cosmetic products as well as Ayurvedic medicines under the brand name of Emami from a small factory in Kolkata.
In the early days the two friends used to go around places and sell their cosmetics from shop to shop. They piled their goods on hand pulled rickshaws and went on distribution drives making their brand extremely popular, available and acceptable among consumers. The first-rate quality of the products soon created a consumer pull and gradually some people were hired to work for them. A chain of distributors was established and the sale of Emami products spread from West Bengal to rest of Eastern India and gradually to other states. Emami Talcum, Emami Vanishing Cream and Emami Cold Cream were great favorite brands with the quality conscious consumers in the mid-seventies. The company soon became adept in selling beautiful dreams to Indian women interested in finding their own identity. The signature tune of Emami played over radio and TV became a household favorite.
In 1978, Himani Ltd (incorporated as a Private Limited Company in 1949) had become sick unit and was up for sale. Himani, almost a 100 year old company with good brand equity in Eastern India and a well laid out factory in Kolkata, was producing a number of cosmetics. Mr. Agarwal realized the opportunity and acquired Himani though for their young organization it was a tough task to mobilize resources for buying a sick unit and even tougher to turn it around to a profitable venture. The degree of financial risk involved was enormous considering the small capital base of the company in those days. However Mr. Agarwal, supported by Mr. Goenka decided to go ahead with the deal which later on proved to be the turning point for the organization.
Mr. Agarwal decided to produce in the Himani factory different types of health care items and toiletries based on Ayurvedic preparation. Ten years after commencement of the company, it launched their first flagship brand Boroplus Antiseptic Cream under the Himani umbrella in 1984. Many additional brands followed Boroplus including Boroplus Prickly Heat Powder which came as a brand extension of the mother brand. Emami brands started selling in all states of North, East and West India. Today Boroplus is not only the largest selling Antiseptic Cream in India but also in Russia, Ukraine, and Nepal.
In the 1983 Hindi Bollywood Film Agar Tum Na Hote, one of the earliest brand placement campaigns was achieved with lead actor Rajesh Khanna playing the managing director of Emami.
Nineties was very eventful for Emami. The next flagship brand of the company Navratna Cool Oil came in the nineties under the Himani Umbrella and the second factory was opened at Pondicherry to expand production. Navratna over the years has become a market leader in the cool oil category.
The introduction of new brands continued and the distribution network of the company was extended to South India with Navratna spear heading the process. In 1995, Kemco Chemicals, the partnership firm was converted into a Public Limited Company under the name and style of Emami Ltd. In 1998, Emami Ltd was merged with Himani Ltd and its name was changed to Emami Ltd as per fresh certificate of incorporation dated September 1, 1998.
In 2000, with a view to concentrate on its core FMCG business, Emami's investment undertaking was demerged and Pan Emami Cosmed Ltd. issued its fully paid up shares to shareholders of Emami in the ratio of 1:1. In 2003 a new factory unit was set up at Amingaon, Guwahati. A Public Issue of 50 lacs Equity Shares of Rs2/- each at a price of Rs. 70 followed in 2005. The issue was oversubscribed within few seconds of its opening with an overall over subscription of 36 times of the issue size. The share price sold at Rs. 70 today is quoted in the stock market as Rs. 210.
In 2005 Emami created a marketing history in India by launching Fair and Handsome, the first fairness cream for men.
In 2006 the company decided to introduce a Health Care Division and a number of new brands of Ayurvedic OTC medicines. The company has taken up the challenge of growing this new division with a dedicated and enthusiastic team working on this project.
Among the brands created by the company, today Navratna brand is Rs.300 crore followed by Boroplus brand standing at Rs.250 crore and Fairness family standing at Rs.100 crore. Sona Chandi Chyawanprash, Menthoplus and Fast Relief also among the top brands in their respective categories.
In 2006, J B Marketing & Finance Ltd., the erstwhile marketing company of the Emami Group merged with Emami Ltd. and the total turnover of Emami including sales in domestic and export market stood at Rs 516 crores at the end of the fiscal year 2006-07.
Emami Limited with an investment of Rs 700 crore has acquired major stake in Zandu Pharmaceuticals Works Ltd on the basis of huge business synergy between Zandu and Emami. Post the acquisition of Zandu Pharmaceuticals a century old household name in India, some of its prominent brands like Zandu Balm, Zandu Chyawanprash, Zandu Kesri Jeevan, Zandu Pancharishta, Sudarshan and Nityam Churna are also under Emami’s basket of brands.
Within three decades, the company has grown into a huge Rs. 1000 crore Emami Ltd under the flagship company of the Rs.3000 crore Emami Group.
Today, Emami Limited is led by Mr. R S Agarwal and Mr. R S Goenka with the help of the second generation Promoter Directors from the two families. Qualified and dedicated set of professionals run the day to day operations of the company. Recently a new corporate office “Emami Tower” has been added to the history of the company which houses Emami Limited as well as all the other Group companies in Kolkata.
Controversies
In 2007, the company attracted controversy with an advertisement for its skin whitening cream for men, Fair and Handsome. Emami and the star of the campaign, Shahrukh Khan, were accused of perpetuating racism.[5]
On December 9, 2011, Kolkata Police arrested R S Agarwal and R S Goenka, founders of Emami and directors of AMRI Hospitals, for causing death to 91 people by negligence in the fire that broke out at ARMI Hospitals on the same day. It is recorded as the largest hospital tragedy in India, caused due to storing toxic and inflammable materials in the basement of the hospital, which was sanctioned for car-parking. The fire alarms and sprinklers installed at the hospital did not work during the fire.[6]
> Mr R S Agarwal, Executive Chairman, is a Chartered Accountant, Company Secretary, LLB and a Master Degree holder in Commerce. Co-founder of Emami Group of Companies, he is endowed with a brilliant financial acumen. A doyen of Indian industry, he is also a master in strategic planning and corporate affairs. Besides Emami Ltd, he is also a Board member of several other companies including Emami Paper Mills Limited, Emami Realty Limited, Advance Medicare and Research Institute Limited, South City Projects (Kolkata) Limited Rupa & Company, among others.
> Mr R S Goenka, Wholetime Director, Co-founder of Emami Group of Companies, is an M Com and LLB. A taxation expert, he is also a master in strategic planning, corporate affairs and finance. Apart from Emami Ltd, he is also a Board member of Emami Paper Mills Limited, Advance Medicare and Research Institute Limited, South City Projects (Kolkata) Limited and many other companies.
> Mr S K Goenka, Managing Director, joined Emami after completing graduation in commerce. With rich industry experience, he drives production, operation, distribution and human resource management in Emami.
> Mr Viren J Shah, Director, is an AMP from the Harvard Business School, USA. He served as the Governor of West Bengal and was also a Parliamentarian as a Rajya Sabha member.
> Mr K N Memani, Director, is a Chartered Accountant and former chairman and country managing partner of Ernst & Young, India. He has expertise in business and corporate advisory, foreign taxation, financial consultancy and has consulted several domestic and foreign companies on corporate affairs.
> Mr Vaidya S Chaturvedi, Independent Director, is a kaviraj, ayurvedacharya and held key positions in the Rashtriya Ayurveda Mandal.
> Mr Mohan Goenka,Wholetime Director, the elder son of Mr R S Goenka, Jt. Chairman of Emami Group of Companies, holds and looks after the marketing aspects of the Rs 3000-crore Emami Group. His role as Director of Emami Ltd is aimed at developing the market share of the company both in India and abroad. An MBA from Cardiff in the UK, Mohan is currently the Vice Chairman of Marketing Committee, CII – Eastern Region, Committee Member, Merchants’ Chamber of Commerce, Kolkata and Finance Chair of Young Entrepreneurs Organization (YEO) – Kolkata Chapter. He is also the Honorary Consul of Poland in Kolkata. Determined to stay ahead in competition, the biggest feather in his cap is the launch of Fair and Handsome, the first men’s fairness cream in India and making it as the undisputed market leader. Mohan is spearheading Emami Group’s cement in setting up a three-million-tonne cement plant in Chattisgarh and was also instrumental in bagging the sole distributorship rights for Disney School Bags in India.
> Mr Aditya V Agarwal, Non Executive Director,the elder son of Mr R S Agarwal, Jt Chairman of the Emami Group of Companies, is a man who always sees life in a positive light and believes in confronting challenges head-on. Today, he is a Director on the board of Emami Ltd, and other group companies like Emami Biotech Ltd, Emami Paper Mills Ltd, AMRI Hospitals Ltd and others. At a young age he has made an indelible imprint in running a corporate conglomerate and can be a fountain of inspiration to any aspiring businessman. He is also the Honorary Consul of the Republic of Ethiopia in Kolkata and Executive Committee member of Assocham.
> Mr Harsha V Agarwal, Wholetime Director, son of Mr R S Agarwal, Jt Chairman of Emami Group of Companies, is among those select young band of business leaders who are born to build. He has already made a ceaseless impression in running a business behemoth, which to any aspiring businessman can be a fountain of inspiration. Today, as the youngest Director of Emami Group of Companies, he nurtures two flagship brands of Emami Ltd – Navratna and Boroplus – that hold pole position in their respective segments. He also looks after the Retail business of the Emami Group and has been instrumental for expanding the pharmacy chain Frank Ross Ltd and the book cum gift store Starmark.
> Ms. Priti Sureka, Wholetime Director, daughter of Mr R S Agarwal, Jt Chairman of the Emami Group of Companies, is one of India’s upcoming business scions who is making her strong presence felt in the fast moving consumer goods segment. Being the only lady Director on the board of Emami Ltd, she symbolizes women empowerment in the company. Priti at present looks after a slew of Emami brands in the hair care and personal care segment. A key member of the think tank that drives the Emami Group forward, Priti heads the marketing division of Emami, the mainstay of the FMCG outfit. She is also among the core members of the strategic team for research and development (R&D) in Emami Ltd.
> Mr Amit Kiran Deb, Independent Director, is the Ex- Chief Secretary, Government of West Bengal and presently a Chairman of Gujarat Ambuja Housing Development Limited, a Joint Sector Company.
> Mr S. B. Ganguly, Independent Director, is the Chairman Emeritus of Exide Industries Ltd and also director of ING Vysya Life Insurance Co P Ltd, WBIDC, Sundarban Infrastructure Development Corporation, Bengal Chamber of Commerce and Industry among others.He is also the Chairman of Associated Battery Manufacturers (Ceylon) Ltd, Sri Lanka ; Century Plyboards (I) P Ltd and Peerless Trust Management Co Ltd.
>Mr Y. P. Trivedi, Independent Director, eminent tax expert and advocate, Supreme Court, is also a Rajya Sabha member of the Parliament. A member of various Government Committees like the Standing Committee on Finance, Consultative Committee for the Ministry on Commerce among others, Sri Trivedi is also on the board of Reliance Industries Ltd, Reliance Petroleum Ltd, Birla Power Solutions Ltd, Birla Cotsyn (India) Ltd and The Zandu Pharmaceutical Works Ltd (now Zandu Realty Ltd) of the Emami Group as well as in other companies.
>Shri Sajjan Bhajanka, Commerce Graduate, aged about 60 years, is noted Industrialist and philanthropist. He is Executive Chairman of Century Plyboards Ltd. He is on the Board of
Nilachal Refractories Ltd., Meghalaya Power Ltd. and Star Cement Meghalaya Ltd., besides other companies.He is associated with various economic, commercial, educational and social organizations. He is the President of the Federation of Indian Plywood & Panel Industry and All India Veneer Manufacturers Association, Chairman of Indian Plywood Industries Research and Training Institute (IPIRTI), Bangalore and Sr. Vice President of Bharat Chamber of Commerce. He is also the President of the Marwari Relief Society, Vice Chairman of Maharaja Agarsen Institute of Medical Research & Education, Agroha (Hissar).
Management Team
> Mr Manish Goenka> Mr Prashant Goenka, Head, International Business> Mr N H Bhansali, CEO – Finance, Strategy and Business Development > Mr AK Joshi, Company Secretary and AVP, Legal> Mr Shyam Sutaria, CEO - International Business> Mr Dhiraj Agarwal, Head, Media Department > Mr R K Surana, President - Operations and Commercial> Mr Krishna Mohan, CEO- Sales, Supply Chain and Human Capital
Corporate Social Responsibility
Emami's mission of a contributing whole heartedly towards the environment and society' attains a more humane form with its approach of addressing various social issues. As a responsible corporate citizen, Emami continues to invest in socially meaningful projects in West Bengal and adjoining states. As a part of company's Corporate Social Responsibility Emami has devised various Self Employment schemes like Emami Mobile Traders and Small Village Shops schemes for the rural unemployment youth:
Highlights of "Self Employment" scheme
Emami Mobile Traders
> This scheme covers small to large villages with population ranging from 1500 to 5000. > The selected persons are involved in door to door selling of Emami products in interior villages. > Depending on the effort and motivation of the individual, the monthly earning varies between Rs 500 to Rs 2000 per month. > On an average they can earn 18% on the sale value of the products. > Emami does not take any deposit from the selected individuals and takes back unsold stocks if required > Emami guarantees a minimum income of Rs 1000 per month provided a total sale of Rs 4000 is achieved per month > Proper training of sales and marketing skills > Free product samples were supplied for personal use to give prospective consumers a first-hand experience. > Uniform, raincoats and pullovers and personal accident insurance cover is provided > Cycles at 50% rates on installment payment can be purchased
Website
Emami Small Village Shops
> This scheme is being promoted mostly for women in villages where there are no permanent shops. > The housewives put up the Small Village Shops at their own village residence > They market the Emami products from their home to the other villagers > The housewives are encouraged to take up this challenge with the help of NGOs and voluntaryworkers working in villages > Emami does not take any deposit from the women and takes back the unsold products > Emami do not take any deposit from the selected individuals and take back unsold stocks if required. > The marketing training given by Emami helps the person to find selling opportunities for other itemsmanufactured by micro enterprises as well
The Roll Out An initial trial in West Bengal showed encouraging results leading to financial independence of women and unemployed youth. We have rolled out the schemes to Andhra Pradesh, Madhya Pradesh, Orissa and Chattisgarh over last one year. We also plan to consolidate the activities in more states like Orissa, Madhya Pradesh, Andhra Pradesh and Chattisgarh.
Community Medical Support
The Company sponsors subsidized treatment of the needy in best-in-class hospitals like AMRI and Shree Vishudhanand Hospital and Research Institute in Kolkata. Donations are made in the form of free supplies of medicines, assistance for surgeries and hospital charges for the poor through trust. Emami established the 'Emami National Institute for Bone Marrow Transplantation' in the Narayana Hrudayalaya Institute, Bangalore, under the supervision of Dr Devi Shetty, the well-known cardiac surgeon. This institute provides treatment for bone marrow transplantation at free or affordable costs to the needy.
Founders' Message
Our perception of health is changing dramatically. In the past, health was a state of ‘no-illness’; today it is defined holistically and is a function of lifestyle,
diet, fitness, physical, emotional and even spiritual well-being. The consumer is looking for a health and wellness quotient in each aspect of his/her life and this is a deciding factor influencing consumer choice: from the food they eat to, where they live to the products they use. This preoccupation with wellness is especially witnessed within the personal care space, where health and beauty are now coming together. People are no longer satisfied with products that just make them look good or feel good, but also want them to ‘do-good’. Moreover, the do-good aspect is understood in terms of a health rather than a cosmetic benefit. Another trend signaling the merging of health and beauty is the emergence of herbal, natural and organic products within personal care, which are considered safe, sensitive to the skin and free of side-effects by consumers. Since consumers actively seek health benefits from personal care products, they spend a lot of time researching the product before making a purchase decision. They want to know how a product works, what ingredients it contains, the properties and actions of these ingredients and results. People still love to pamper themselves with silky smooth creams and lotions, but they also make sure that their favorite personal care products are not just making them feel good but are also keeping them healthy. It is the convergence of these supposedly disparate developments that is growing the market for India’s fast-moving consumer goods sector in general and Emami Limited in particular.
Industry and the economy In the Indian FMCG sector, rural India accounts for more than 40% of the country’s consumption. It is our understanding that as prosperity percolates across the lower levels of India’s income pyramid, the FMCG industry will outperform its earlier annual growth average. As the Indian economy is reporting highest ever growth, there are a number of pockets of optimism: • Urban demand: We feel that a 10% annual growth will continue to drive FMCG sector growth. • Rural demand: A huge proportion of India’s population lives in rural villages; the per capita consumption in these pockets is among the lowest. In our opinion, we have reached the tipping point and annual demand is now soaring. • Infrastructural development: We feel that planned infrastructure development – roads, ports, railways and airports – will accelerate FMCG growth. • Low manufacturing base:We foresee that India’s low-cost manufacturing base will enable it to address the growing FMCG demand in Bangladesh, Sri Lanka, Middle East, Pakistan and similar countries; besides, non-resident Indians in the UK and the USA represent a prospective market. • Brand consciousness:We perceive increasing brand consciousness as consumers gradually move away from loose and unbranded alternatives. • Favourable tax structure: We sense that the introduction of VAT will reduce longstanding tax ambiguities; Companies in tax exemption zones will benefit. The fringe benefit tax rationalization on brand ambassadors, celebrity endorsement as well as tours and travels will strengthen the FMCG sector.
• Modern retail formats: We see modern retail stores accelerating FMCG off take and leading to a greater proportion of the growth of branded and value-added products.
Emami’s initiatives
We must inform our shareholders that Emami stands to capitalize on these industry opportunities through the following initiatives:
• Aggressive marketing and distribution: Emami continues to market its products aggressively. While huge resources are spent on new launches, existing power brands are marketed through endorsements from celebrities like Amitabh Bachchan, Shah Rukh Khan, Chiranjeevi, Kareena Kapoor, Govinda and Dharmendra. Distribution is also being strengthened and new channels of sales are being established to take care of rural markets and emerging new retail stores. • New product launches: The Company continues to launch new products like Fair and Handsome fairness cream for men, Navratna cool talc, Boroplus light cream and lotion, Mr. and Mrs. Black kesh kala, Malai Kesar Cold Cream and Ayurvedic OTC products like Good Morning (an Ayurvedic laxative churna), Sardi Ja (a cough syrup and Vaporub) and Memo-plus (a memory booster). • Continuous innovation: Emami’s strong R&D and aggressive marketing capabilities enable it to identify emerging needs and aspirations of consumers and convert them into opportunities. Fairness cream for men, the first of its kind in India and the branding of Chyawanprash as ‘Sona Chandi’ Chyawanprash are results of such innovative R&D and marketing efforts. • Entry into new segments: Emami forayed into hair care and baby care segments through the introduction of products like Mr. and Mrs. Black kesh kala and hair dye powder, and Sona Chandi baby massage oil. It plans to come out with a full range of male grooming products as well as enter the baby range category. • Fresh capacity being commissioned: The Company is in the process of commissioning another state-of-the-art factory in north-east India, enjoying economic benefits. • Wider international footprint: The Company will widen the presence of its Fair and Handsome fairness brand in Asia and Africa; it will expand the global reach of its Naturally Fair brand in the Middle East and Asia. It has initiated efforts to globalize its power brands. Boroplus Antiseptic cream is the largest selling antiseptic cream not only in India but also in Ukraine, Russia and Nepal. Fair and Handsome is also recently launched in GCC countries and is the number 1 selling whitening cream for men. We must conclude on a note of unmistakable optimism. As a result of increased capacity, upcoming launches, product extensions, wider geographic coverage and growing service station, we expect to accelerate our topline growth and strengthen our margins. In widening our revenue spread and climbing the value-chain, we expect to enhance value for our shareholders as well as other stakeholders in a more emphatic way over the foreseeable future.
Mr R.S. Agarwal and Mr R.S. GoenkaJoint Chairman Emami Limited
History
The inception of Emami Group took place way back in mid seventies when two childhood friends, Mr. R.S. Agarwal and Mr. R.S. Goenka left their high profile jobs with the Birla Group to set up Kemco Chemicals, an Ayurvedic medicine and cosmetic manufacturing unit in Kolkata in 1974.
It was an extremely bold step in the early seventies when the Indian FMCG market was still dominated by multinationals. Several such companies headquartered in Kolkata were considering shifting out of West Bengal due to labor unrest and political problems.
But against all odds with a vision of combining the age old wisdom of Ayurveda with modern manufacturing techniques for creating winning brands the company was started with a meager amount of Rs. 20,000.
A dream of reaching out to the Indian middle class; a target audience whom they thought will have increasing potential for consumption, the company started manufacturing cosmetic products as well as Ayurvedic medicines under the brand name of Emami from a small factory in Kolkata.
In the early days the two friends used to go around places and sell their cosmetics from shop to shop. They piled their goods on hand pulled rickshaws and went on distribution drives making their brand extremely popular, available and acceptable among consumers.
The first-rate quality of the products soon created a consumer pull and gradually some people were hired to work for them. A chain of distributors was established and the sale of Emami products spread from West Bengal to rest of Eastern India and gradually to other states.
Emami Talcum, Emami Vanishing Cream and Emami Cold Cream were great favorite brands with the quality conscious consumers in the mid-seventies. The company soon became adept in selling beautiful dreams to Indian women interested in finding their own identity. The signature tune of Emami played over radio and TV became a household favorite.
In 1978, Himani Ltd (incorporated as a Private Limited Company in 1949) had become sick unit and was up for sale. Himani, almost a 100 year old company with good brand equity in Eastern India and a well laid out factory in Kolkata, was producing a number of cosmetics. Mr. Agarwal realized the opportunity and acquired Himani though for their young organization it was a tough task to mobilize resources for buying a sick unit and even tougher to turn it around to a profitable venture. The degree of financial risk involved was enormous considering the small capital base of the company in those days. However Mr. Agarwal, supported by Mr. Goenka decided to go ahead with the deal which later on proved to be the turning point for the organization.
Mr. Agarwal decided to produce in the Himani factory different types of health care items and toiletries based on Ayurvedic preparation. Ten years after commencement of the company, it launched their first flagship brand Boroplus Antiseptic Cream under the Himani umbrella in 1984. Many additional brands followed Boroplus including Boroplus Prickly Heat Powder which
came as a brand extension of the mother brand. Emami brands started selling in all states of North, East and West India. Today Boroplus is not only the largest selling Antiseptic Cream in India but also in Russia, Ukraine, and Nepal.
Nineties was very eventful for Emami. The next flagship brand of the company Navratna Cool Oil came in the nineties under the Himani Umbrella and the second factory was opened at Pondicherry to expand production. Navratna over the years has becomea market leader in the cool oil category.
The introduction of new brands continued and the distribution network of the company was extended to South India with Navratna spear heading the process. In 1995, Kemco Chemicals, the partnership firm was converted into a Public Limited Company under the name and style of Emami Ltd. In 1998, Emami Ltd was merged with Himani Ltd and its name was changed to Emami Ltd as per fresh certificate of incorporation dated September1, 1998.
In 2000, with a view to concentrate on its core FMCG business, Emami's investment undertaking was demerged and Pan Emami Cosmed Ltd. issued its fully paid up shares to shareholders of Emami in the ratio of 1:1. In 2003 a new factory unit was set up at Amingaon, Guwahati. A Public Issue of 50 lacs Equity Shares of Rs2/- each at a price of Rs. 70 followed in 2005. The issue was oversubscribed within few seconds of its opening with an overall over subscription of 36 times of the issue size. The share price sold at Rs. 70 today is quoted in the stock market as Rs. 210.
In 2005 Emami created a marketing history in India by launching Fair and Handsome, the first fairness cream for men.
In 2006 the company decided to introduce a Health Care Division and a number of new brands of Ayurvedic OTC medicines. The company has taken up the challenge of growing this new division with a dedicated and enthusiastic team working on this project.
Today the Navratna Brand is worth Rs. 400 crore followed by the Boroplus Brand standing also at Rs. 300 crore , Zandu Balm a Rs 265 cr brand and Fair and Handsome standing at Rs. 140 crore. Sona Chandi Chyawanprash, Mentho Plus and Fast Relief are also doing well in their respective categories. Hairlife (crème herbal hair pack) and Malai Kesar Cold Cream, Malai Kesar Cream Soap are also major players. Brand extensions have helped Emami consolidate its position in the market and also cater to varied consumer needs.
In 2006, J B Marketing & Finance Ltd., the erstwhile marketing company of the Emami Group merged with Emami Ltd. and the total turnover of Emami including sales in domestic and export market stood at Rs 516 crores at the end of the fiscal year 2006-07.
Emami Limited with an investment of Rs 730 crore has acquired major stake in Zandu Pharmaceuticals Works Ltd on the basis of huge business synergy between Zandu and Emami. Post the acquisition of Zandu Pharmaceuticals a century old household name in India, some of its prominent brands like Zandu Balm, Zandu Chyawanprash, Zandu Kesri Jeevan, Zandu Pancharishta, Sudarshan and Nityam Churna are also under Emami’s basket of brands.
Within three decades, the company has grown into a huge Rs. 1500 crore Emami Ltd under the flagship company of the Rs.5000 crore Emami Group.
Today, Emami Limited is led by Mr. R S Agarwal and Mr. R S Goenka with the help of the second generation Promoter Directors from the two families. Qualified and dedicated set of professionals run the day to day operations of the company. Recently a new corporate office “Emami Tower” has been added to the history of the company which houses Emami Limited as well as all the other Group companies in Kolkata.
Milestones
 1974, best friends Mr RS Agarwal and Mr RS Goenka started the Emami Group of Companies.
 1978, Emami acquired Himani Ltd (incorporated as a Private Company in 1949). Himani, almost a century old company with decent brand equity in the Eastern India and a well laid out factory in Kolkata, was producing a number of cosmetics.
 1984, the company launched its first flagship brand Boroplus Antiseptic Cream under Himani umbrella in . Many additional brands followed Boroplus including Boroplus Prickly Powder which came as a brand extension of the mother brand. It was during this period Emami started to become a household name all over India
 90 's was quite action-packed for Emami. Navratna Cool Oil came in under the Himani umbrella. The second factory was also opened at Pondicherry to increase production at the same time
 1998, the introduction of new brands sustained and the distribution network of the company was extended to South India with Navratna spear heading the process. Emami Ltd was merged with Himani Ltd and its name was changed to Emami Ltd as per fresh certificate of incorporation
 2005 Emami created a history in India by launching Fair and Handsome, the first fairness cream for men
 2006 the company decided to introduce a Health Care Division and a number of new brands of Ayurvedic OTC medicines
 2008 acquired major stake in Zandu Pharmaceuticals Works Ltd on the basis of huge business synergy between Zandu and Emami.
 Post the acquisition of Zandu Pharmaceuticals a century old household name in India, some of its prominent brands like Zandu Balm, Zandu Chyawanprash, Zandu Kesri Jeevan, Zandu Pancharishta, Sudarshan and Nityam Churna are also under Emami’s basket of brands.
 2009, Emami undertook a revamp of the Zandu products. It launched the re-vamped Zandu Kesari Jeevan, Zandu Chyawanprash and Zandu Balm .
 2009-10 Emami has also acquired Lakhi Bilas (West Bengal local brand), Kings and Co and M Bhattacharya the oldest homeopathy company in India
 Emami has successfully established its brands through strong celebrity endorsements. It is the only corporate entity in the country to have both Amitabh Bachchan and Shah Rukh Khan as brand endorsers. Besides Amitabh and Shah Rukh, other celebrity endorsers of Emami’s brand include Madhuri Dixit- Kareena Kapoor- Preity Zinta- Malaika Arora Khan- Bipasha Basu-MS Dhoni- Suriya- Mahesh Babu- Dinesh Karthik- Amit Mishra- Virender Sehwag-Sachin Tendulkar- Harbhajan Singh-Zaheer Khan-, Govinda, Sourav Ganguly, Chiranjeevi, Surya and Upendra among others.
 In recent times a new corporate office “Emami Tower” has been added to the history of the company which houses Emami Limited as well as all the other Group companies under the brand in Kolkata.
 Emami has also been listed among the top 500 companies in BT-500 Most Valuable Companies of India in the private sector (Business Today)
 Brand Equity Most Trusted Brand 2012 have ranked Emami power brands Zandu balm, Fair and Handsome, Boroplus and Navratna among the top brands in the country.
 Forbes Asia 2012, has ranked Mr RS Agarwal and Mr RS Goenka among the 100 richest Indians
Operations
Emami Limited is one of the fastest growing ayurveda-focused, health, beauty and personal care product companies in India today.
We are in the field of manufacturing of health, beauty and personal care products for over 35 years. Through the efforts of a team of committed and competent personnel, we strive for continual improvement in our quality performances.
>Headquarter: Kolkata >Pan India presence with five regional sales offices and 32 depots>Manufacturing units located in : Kolkata, Guwahati , Pondicherry , Vapi, Pantnagar, Talasari and Silvassa>All manufacturing units are ISO 9001:2000 certified and GMP compliant; >Abhoypur, Amingaon, Patnagar and Dongri units accredited with ISO 14001 and ISO 18000 certification as well.>Internal Audit Division awarded ISO 9001:2008 accreditation
>Set up a manufacturing facility at Bangladesh. Planning to commence set up of Egypt plant as well>Total Area: 1,36,800 sq.ft. >Built up Area: 102174 sq.ft.
Important Product Categories Manufactured
We have a portfolio of over 300 products in various SKU, derived from select and effective ayurvedic, natural and herbal ingredients. Our main product categories consist of the following:
• Hair Care • Personal care including skin creams , soaps and lotions • Talcum powders • Child care products• Rebefacients• Ayurvedic health care products
Our Ideology
Our Vision
Making people healthy and beautiful, naturally
Our Mission
• To contribute whole heartedly towards the environment and society integrating all our stakeholders into the Emami family • To make Emami synonymous with natural beauty and health in the consumers mind • To effectively manage talents by building a learning organization • To strengthen and foster in the employees, strong emotive feelings of oneness with the company through commitment to their future • To drive growth through quality and innovation in products and services • To uphold the principles of corporate governance • To encourage decision making ability at all levels of the organization
We would strive
• To be part of every household in the country • To be a major player in every product category we venture into • To be one of the most respected marketer in the country • To be recognized as a global brand
Company’s core values
Website
• Commitment & Loyalty to institutional values and principles • Integrity • Customer Orientation • Leadership and Innovation • Attention to detail • Teamwork & Team Environment • Simple living, High thinking • Social Responsibility • Environmental Safety
Commitment & Loyalty to institutional values and principles
A strong sense of ownership and commitment towards the organization and the business as a whole is the basic premise of all actions. We believe every employee is a member of the Emami family and as a family we shall work in the larger interest of the organization for the benefit of all our stakeholders. The human dignity and worth of an individual is acknowledged and maintained at all times. Nothing shall impose upon the dignity and stature of the institution which has its roots in these articulated core values. We will not venture into any activity which is at cross purpose to our values and principles. Integrity
This is cherished above all within our organization and whatever we say, do, and the way we do it, will emphasize our integrity and dependability. Our employees, products and services will clearly communicate this strength to all our stakeholders. We will practice integrity in its real sense in all our personal and business actions
Transparency and openness to protect stakeholder value
We are open and transparent in all that we do and say. This applies to all working relationships and at every level. Involvement, trust and willingness to listen are the guiding principles for decision making. We believe in open communication, offer freedom to speak one’s mind & demonstrate openness & clarity in all our actions. We exercise transparency in dealing with all our stakeholders and we believe this is the only way to build their trust and value.
Customer Orientation
The underlying principle being that progress can be mapped only in terms of customer orientation, both internal and external, in all its spheres of quality, service and reliability. Our ‘Customer Processes’ are proactive & relevant and are perceived as such by our customers. Customer delight is the vital purpose of our business. This necessitates providing quality, reliability & a high level of service in all our business dealings.
Leadership and Innovation
This stands firmly on a foundation of commitment and leadership in all that we do or say. Strong evidence is present in our actions, an emphasis laid on an opportunity to free fly and to set standards of excellence in
performance. We strongly encourage and reward innovation at all levels. All these are manifested in an environment of innovation and leadership.
Attention to detail
Utmost importance is given to attention for details in all that we do or say. It is the diligence which provides us with the competitive edge and also ensures quality in all our activities.
Teamwork & Team-oriented Environment
Teamwork is the cornerstone of our business that helps deliver value to our customers. We work together across titles, jobs and organization structure to share knowledge and expertise for the growth of the individual and the organization. We provide an environment which would foster teamwork, cooperation and an urge to utilize knowledge and information.
Simple living, High thinking
As an organization we will imbibe the principles of leanness and agility of a small organization and discourage extravagant expenses in all our dealing and strive towards becoming an organization worth emulating.
Social Responsibility
We shall continue to contribute to the communities in which we thrive and address all social issues responsibly. We strive towards giving back to the society as a responsible institution and aid in growing the resources around us for building a vibrant nation.
Environmental Safety
Environmental Safety makes the framework of all our activity. We strongly believe that safety of an individual only will lead to a safer society for our forthcoming generations and we earnestly vouch for that. All our processes, products and services aims at safeguarding our environment.
Research and Development
In view of the fact that innovation represents the company’s principal driver, the company continues to strengthen its R&D Infrastructure. The R&D department, located in Kolkata and Mumbai, follows an extensive process, introducing products that are safe and effective.
Market study integrated withideas from internal database
Series of trials
Internal specificationsat each level
Externalapproval
Coordination betweenproduction, QC and R&D team
Toxicity trial
Pharmacology trial
Clinical trial
Priorities The Company’s research focus comprised the following priorities: • Successful completion of a series of tests required to develop safe and effective products. • Extensive study of a database of age-old tomes (granths) leading to the identification of
effective ayurvedic formulations. • Innovative introduction of differentiated or improved products, offering a superior value-for-
money proposition. • Adherence to specifications (raw material use, formulation development, flavour
development, shelf-life testing, finished goods specification, validation protocols) apart from external certifications from the Drug Control Board.
• Updated equipment in the laboratory certified by NABL. • cGMP compliant laboratory practices. • Conduct of clinical trials in association with renowned ayurvedic hospitals and colleges.
Mission - healthcareWith a mission of contributing to healthy and beautiful skin, hair and lifestyles, extensive research and groundbreaking innovation is one of the keys to Emami’s success in the health and personal care industry. In the Consumer Products Division, we are committed to meet the unmet needs of consumers and develop forward-looking products that are tailored to meet consumer need gaps and offer excellent quality.
Research and innovation centreEmami’s Research & Innovation centre is a science-driven, consumer-centric and business aligned power house, comprising structurally-sound, intellectually-strong and with a wealth of creative talent, all supporting Emami’s leadership in personal care, health & wellness and ayurveda. Our products are the result of understanding consumers’ unmet needs, through a pathbreaking technology. We combine generations of practical experience with a continuous flow of new knowledge. For decades, we worked in partnership with universities, startups and suppliers. These relationships are now richer and more productive than ever. The constant innovation stream we deliver is founded in our past and created in the present to strengthen
InfrastructureA state-of-the-art, high-end multistory Research & Innovation Centre, spanning more than 30,000 sq. ft, is created in Kolkata. The Centre encompasses product innovation development, product processing science, competitive intelligence cell, analytical development, perfumery science, quality assurance and packaging and development.
Future technology directionsThe Research & Innovation team comprises more than 55 scientists, with multi-dimensional backgrounds and industry experience. These are geared towards the development of high-end, targeted products that deliver higher performance, tapping the latest technologies around the world while appealing to the global consumer.
Sales and Distribution
Sales and distribution plays an important role in FMCG companies to assure that consumers have access to products whenever they want. Emami has a strong sales and distribution team to ensure its product availability in the market.
Emami covers all the states with 32 depots across India and enjoys a wide distribution network comprising strong network of 3500 distributors and 4000 sub distributors , with direct retail reach across of 5,00,000 outlets, To felicitate this distribution strength, Emami has classified a new segment - rural segment, covering areas with a population less than 50,000. The Company adopted a hub-and-spoke model in these areas by appointing super stockists and sub-stockists. The Company added 160 super stockists and increased sub-stockists to 4,500. Created structured sales force for the rural channel with its own dedicated team of more than 300 people in the states of Uttar Pradesh, Andhra Pradesh, West Bengal, Bihar, Madhya Pradesh and Rajasthan to augment rural sales
The Company also undertook an IT project – Outreach – to enable the sales officer to post secondary sales figures online for faster processing. Modern Trade: With the change of scenario in retail market the Company has drawn an extensive coverage plan for targeting customers in modern format outlets effectively selling in the market directly or through exclusive distributors. A specialized Sales Force has also been developed to service these ever growing Modern Retail outlets. Currently, the Company is covering over 4000+ key accounts and is expected to double the sales in the next year.
In order to bring in complete retail focus to the business through direct reach and distribution, the Company has also undertaken an aggressive plan to identify Focus Sates in the country. The objective behind this is to increase strong numeric distribution, reduce dependency on wholesale, initiate extensive BTL activities, strengthen rural coverage and introduce smart sales force to counter any competition.
Emami Limited is one of the major health and personal care FMCG companies in India with its brand presence globally. Leveraged by celebrity endorsements, Emami believes in building categories by meeting unfulfilled consumer needs. Emami Limited has over 25 brands under its portfolio. The focus is on providing the consumers with innovative products which are capable of meeting their multiple needs and add value by enhancing the quality of life. Through innovative and power brands, Emami touches the lives of all consumers, spanning across various income groups in both urban and rural India. Emami’s success story is not only weaved around the holistic healing system of ayurveda, but also in its product innovation, dynamic and focused leadership, a strong supply-chain management and unwavering commitment to partners and stakeholders. The popular brands like Boroplus, Navratna, Fast Relief and Fair and Handsome are an outcome of deeper understanding of Indian consumers. A brand is a commitment to consumers and in Emami, its brands are a synthesis of innovation, cutting-edge technology; product efficacy and intelligent pricing that have made them the people’s choice.
Baby Massage Oil
Boroplus Antiseptic Cream
Boroplus Prickly Heat Powder
Fair and Handsome
Hairlife
Himani Fast Relief
Malai Kesar Cold Cream
Mentho Plus
Navratna Cool Talc
Navratna Extra Thanda
Navratna Lite
Navratna Oil
Sonachandi Amritprash
Sonachandi Chyawanprash
Fast Relief Dard mitaye chutki main
Fast Relief is really apt to its name for providing instant relief from the body ache. The ayurvedic active ingredients of special herbs like Nilgiri oil , Lavang and Gaultheria will penetrate swiftly to the area of
pain.
After penetration, the active ingredients stimulate circulation, relax stiffness & re-oxygenate tense painful tissues. As a result, you will get relief in minutes. Fast acting, safer substitute for pain relieving tablets.
Fast relief, also lives up to its pain relieving imagery through its promise of “ Dard mitaye chutki main” (Instant pain relieve). The brand ambassador “Amitabh Bacchan”
Anchoring in the background “Dard main bhi kuch baat hai, Dard shweet hai dard shyam hai” showcasing people feeling the body pain while doing various chores in their hectic life.
The fire and ice effect in the end makes the message of instant relief quite clear.
BoroPlus
An Antiseptic Cream that prevents dryness and protects the skin from cuts, burns, scratches, nappy rashes, insect bites and itchiness.
It has new Active Herbals formula that gives your skin clinically healthy protection and active cure. Say goodbye to varied skin problems and let your skin smile with active health.
BoroPlus Antiseptic Cream is the largest selling antiseptic cream in India as well as in Ukraine, Russia and Nepal. Amitabh Bacchan and Kareena Kapoor are its brand ambassadors.
Sona Chandi Chyawanprash is the premier brand from the house of Emami
Himani Sona Chandi Chyawanprash & Amritprash takes great pride in providing its consumers an effective immunity builder that fortifies the entire system and an ideal rejuvenator for our body and mind.
Gold – Since ancient times Gold has been known to fight toxic elements within the body. It also tones up cardiac muscles and improves blood circulation. By boosting immunity system, it protects the body from diseases. Thus gold acts as complete rejuvenator.
Silver – It is an excellent toner of the brain and nervous system. It activates neurons in the brain to enhance memory power, increases mental energy and improves concentration. It helps in making brain sharp & alert.
Himani Sona Chandi Chyawanprash
Parent Company Emami
Category FMCG
Sector Healthcare
Tagline/ Slogan Sona de surakshit tan, chandi de tej dimag
USP
It has the goodness of amla and other herbs have been fortified with the super power of precious metals like gold and silver benefiting body and mind, an excellent immunity builder
STP
Segment Health Supplement
Target Group All age-groups middle and upper middle class
PositioningA complete ayurvedic health supplement which enhances, rejuvenates health and builds immunity for year-round protection
SWOT Analysis
Strength
1. The Company launched the ‘Sona Chandi dhoondo’ campaign in many Indian cities; which supported with Below-the-line activities like door-to-door sampling, dealer boards, participation in fairs and festivals, as well as regular point-of-purchase marketing proved to be very successful.2. The communication and packaging which emphasizes on product innovation- the gold and silver elements, has given it a distinctive positioning.3. It has introduced product extensions- sona chandi keshar chyawanprash for older segment, a chocolate variant for children and a summer variant; thus products for everyone.4. Celebrity endorsements by Indian movie stars giving it a high advertising recall
5. Good availability and distribution due to strong parent brand
Weakness 1. The brand does not have a high market share and faces stiff competition2. With Zandu also having a chyawanprash in its portfolio, company needs to figure out how to position himani and zandu distinctly in this product category
3.With its strategy focusing on rural markets now, it might end up losing shares in urban market
Opportunity
1. It can position itself as a complete food supplement for pregnant women.2. Introduction of newer variants would help better penetration in both rural and urban markets and also help in repositioning for all age groups3. With increasing pollution and stress levels, demand for immunity boosters would increase and chyawanprash could target this need playing on its Ayurvedic features.
Threats
1. Chyawanprash as product category has matured2. With unique ingredients required, the climbing raw material costs will hit the margins 3. the middle class and upper class have started preferring international health brands
Emami offers sona chandi chyawanprash. Sona chandi chyawanprash was launched by himani in 1999 positioned around the concept of "surakshit tan, tez dimag".
Based on years of research by himani ayurveda science foundation, sona chandi chyawanprash is fortified with the super power of gold & silver along with 52 rare herbs & minerals.
Scientific way of herb collection, latest production methods ensure that the natural goodness of the herbs remain preserved. Rich in vitamins a, c, d3, calcium, iron, protein, carbohydrates, sona chandi chyawanprash is an excellent immunity builder, it fortifies the entire system. Gold, silver & saffron the prime components, give sona chandi a distinct competitive edge. Other highly effective herbs like brahmi, haritaki, amla, arjuna, apple juice, pippali etc. Make this chyawanprash a true "elixir of life".
About the Product:
Emami launched “Navratna Cool Talc” in 2006, the first brand extension of its flagship brand “Navratna
Oil”, which is the market leader in Cool Oil category.
If it’s summer time then Navratna Cool Talc will make it enjoyable for you. Aptly positioned as ‘Duniya Ka Sabse Chotta AC’, Navratna Cool Talc truly brings the cooling, refreshment and comfort of an A.C ‘anytime’, ‘anywhere’ in the oppressive summer heat.
Its unique blend of Mint and camphor with the goodness of essential herbs renders the desired cooling effect, while the cool aroma rejuvenates the senses and keeps one vibrant and fresh throughout the day.
Navratna Cool Talc is now available in two different variants. Apart from the main variant, there is a new variant launched this summer called “Navratna Cool Talc – Active Deo” with refreshing perfume to provide a wider choice set to the consumers.
Navratna Cool Talc truly brings the much-required cool and icy sensation in the scorching summers.
Product Benefit:
The unique blend of mint and camphor with the goodness of essential herbs, renders the desired cooling effect, while the cool aroma rejuvenates the senses and keeps one vibrant and fresh throughout the day.
Heat, sweat & body odour are the most common but yet unsolved problems that bring discomfort & frustrate our lives – almost across the year. This is where Navratna Cool Talc steps in as a solution.
Nycil
Parent Company Heinz
Category Prickly heat powder
Sector FMCG
Tagline/ Slogan India ka no. 1 ghamorinaashak powder
USP Provides a cooling effect removing irritation
STP
Segment Prickly heat talc powder for summers
Target Group Urban middle class individuals
PositioningAs a prickly heat powder which provides a cooling effect removing irritation
SWOT Analysis
Strength
1. Market leader in its category in India2. Good advertising and visibility through ads3. Many variants and SKUs help reach wider consumer base4. Good product quality and packaging
Weakness
1. A seasonal product, hence sales goes down significantly during winters
2. The brand has limited global and rural penetration
Opportunity1. Tie-ups with beauty clinics, gymnasiums, sports academies etc2. Explore the untapped rural market
Threats
1. Increasing competition as many companies trying to enter into this segment 2. Cheap imitation products
Competition
Competitors
1. Dermicool2. Shower to Shower3. Boro plus prickly heat powder
4. Sundeo summer powder
Sundeo Summer Powder
Parent Company Vini Group of companies
Category Talcum Powder
Sector FMCG
Tagline/ Slogan Stay dry. Stay Fresh.
USP Keeps you dry & fresh during summers
STP
Segment Talcum powder for summers
Target GroupPeople who sweat a lot during summers but want to evade the side-effects of the same (body odor problems)
Positioning
As an effective solution to the body odor problems due to excessive sweating during summer and provides freshness at the same time
SWOT Analysis
Strength
1. Effective functional marketing2. Good understanding of the market being a local player
3. Good advertising via television commercials
4. Good distribution and availability owing to parent brand
Weakness1. Not a very high brand awareness amongst consumers2. Foreign players have a higher quality brand perception
Opportunity
1. Tie-ups with beauty clinics, gymnasiums, sports academies etc2. Explore the untapped rural market3. Use non-traditional promotional means to increase word of mouth about the product
Threats
1. Increasing competition as many companies trying to enter into this segment 2. Cheap imitation products
Competition
Competitors
1. Nycil
2. Dermicool3.Shower to Shower
4. Boro Plus prickly heat powder
Whitetone
Parent Company Vini group of companies
Category Face Powder
Sector FMCG
Tagline/ Slogan De goraa nikhaar, instantly
USP Provides instant fairness
STP
Segment White toning face powder
Target Group Young urbane females looking for convenient fairness options
PositioningAs a fairness product to be applied after cream before going out which provides instant fairness
SWOT Analysis
Strength
1. Advertisement aligned with positioning2. Good packaging and visibility through TVCs3. Positions itself as an after cream product applicant which kind of differentiates it from fairness creams
4. Growing interest in personal grooming amongst Indian female population5. The growing urban population leading to higher sense of personal care
Weakness
1. The brand has a limited market share compared to international leaders2. Allegations of false results of using fairness creams hurts brand image
Opportunity1. Introduce a similar product for men2. Non-traditional promotional means to create word of mouth
Threats1. Lot of competition in the market regarding fairness creams2. Foreign players also coming in with FDI in retail
Competition
Competitors 1. Fair & lovely2. Garnier lite
3. Olay
4. Nivea
5. Ponds
About Baby's Oil
World's first baby massage oil with the goodness of real Gold, Silver and Saffron. It is clinically proven that regular use of this oil strengthens baby's bones and muscles and also imparts glow and fairness. This oil is absolutely free from harsh chemicals like liquid paraffin. A host of natural ingredients present in it makes your baby healthy and fair. It is 100% Ayurvedic and 100% safe.
How it works!
Gold: Rejuvenates skin and improves complexion.Silver: Gives radiant glow.Saffron: Imparts fairness.Olive: Strengthen the muscles.Almond: Provides vitamins. Nourishes and strengthens the bones
In addition, the special properties of Neem, Bala, Mashparni and 24 rare herbs make it pure, natural and safe.
Sona Chandi Healthy & fair Ayurvedic Baby Massage Oil
From the established brand of Himani Sona Chandi one new emerged. Himani Sona Chandi Healthy & Fair Baby Massage Oil is the world’s first baby massage oil which promises the additional benefit of fairness apart from health.
The oil is a 100% vegetable oil comprising of olive, almond, coconut and sesame oils along with real flecks of gold, silver and saffron. The unique ingredients of gold, silver and saffron makes skin fairer and imparts a glow as wells as cures skin ailments to improve the skins feel and texture. Almond and olive oils with its astringent, emollient and nutritive qualities, strengthens muscles and makes your baby
stronger and healthier.
It contains no chemicals and liquid paraffin. A host of natural ingredients present in this oil makes your baby healthy and fair.
Johnson's Baby Oil
Parent Company Johnson and Johnson
Category Baby care
Sector FMCG
Tagline/ Slogan Love in a bottle; Turn on a tan with Johnson's
USP Mild, Gentle and moisturizing mineral baby oil
STP
Segment Baby care product
Target Group Babies and mothers
Positioning
A silky soft moisturizer for silky soft skin it locks in up to ten times more moisture on wet skin than an ordinary lotion can on dry skin, leaving the baby's skin soft and smooth. This gentle oil is also easy to spread, so it's ideal for baby massage
SWOT Analysis
Strength
1. Trusted brand serving for more than 120years
3. J&J Oils are popular amongst urban mothers for their children3. Mildly perfumed and non staining4. The most widely distributed baby oil brand in India5. Good advertising and reach6. Strong backing of the brand by the J&J brand
Weakness
1. The oil doesn’t helps dry skin in winters2.Limited presence in the rural market where indigenous oils are considered better
Opportunity
1. Promote brand to be also used by mothers2.Rural market tapping through sachets3.Tie-ups with hotel chains, children playhouses, crèches
Threats1.Competitive brands and products in the same segment2. Indigenous products as substitutes
Competition
Competitors
1.Figaro olive oil2.Himalaya herbal3.Gentelle
4.Chicco
Johnsons Bebe
Parent Company Johnson and Johnson
Category Personal Care brands - Skin care
Sector FMCG
Tagline/ Slogan Young care
USP Ideal for skin care from head to toe
STP
Segment Young care segment
Target Group Young children and adolescent girls
Positioning Bebe provides you the care that exactly suits your skin type.
SWOT Analysis
Strength
1. Strong brand backing of JnJ2. Excellent global distribution network and availability through multi-brand retail outlets3. Excellent advertising and brand visibility in baby care market makes it a top-of-the-mind brand4. High product quality and available in good packaging
Weakness
1.Limited brand awareness globally as compared to other JnJ brands 2.Not present all over the world like other J&J products
Opportunity
1. Devloping different varieties of lotions2.Developing similar kind of products for teenage girls.3.Approaching rural market and expanding globally
Threats1. Competitors entering into the segment2. Substitute products
Competition
Competitors
1.Pears2.Bubchen3.Nivea
Himani Boro Plus Antiseptic Cream
Parent Company Emami
Category Personal care- Skin care
Sector FMCG
Tagline/ Slogan Safed tika, taki sardi ki nazaar na lage
USPValue-added cream, offering medicinal and cosmetic properties, with antiseptic and moisturising benefits.
STP
Segment Herbal skin cream
Target Group All age groups for skin care
PositioningAs an antiseptic cream and a protector from minor skin diseases and harsh weather conditions.
SWOT Analysis
Strength
1. Strong brand recall2. Twin benefits of antiseptic and cosmetic
3. Totally Ayurvedic enriched with natural do-good ingredients3. Innovative communication strategy for promoting the product in rural Bengal through ‘Jatra’ sponsorship.4.Celebrity Endorsements by Indian movie stars help establish strong brand recall and loyalty
5. Good availability and distribution
Weakness
1. Mostly perceived as an antiseptic product and not used for cosmetic benefits by users2. The antiseptic proposition is alone not sufficient to compete in mass market skin care category
Opportunity
1. Untapped rural markets in UP, Bihar, MP etc in India2. With strong international presence in Russia, Ukraine and Nepal, can be expanded to newer markets3. Making it available in smaller SKUs and at varied price points will help increasing the consumer base
Threats 1. Intense competition leading to frequent value for money deals & discounts2. Low import duty enables entry to many foreign players3. Distribution problems due to the cluttered segment & scattered
market
4. Spurious look-alike brands
Competition
Competitors
1. Boroline
2. Borosoft
Himani Boro Plus Prickly Heat Powder
Parent Company Emami
Category Skin care
Sector FMCG
Tagline/ Slogan All iz well
USP
Its 5 power formula keeps the skin healthy and active even during pricking summer at the same time giving a lingering Icy Cool touch
STP
Segment Prickly heat powder
Target Group Young and middle aged middle class
Positioning Provides immediate respite from the harsh heat.
SWOT Analysis
Strength
1. Emami’s strong distribution network2. Good advertising and visibility through ads3. Endorsed by celebrity brand ambassadors
4. Many variants and SKUs help reach wider consumer base
5. Good product quality and packaging
Weakness 1. With old established brands like Nycil in the market, it needs to come up with a stronger proposition for better market share2. Celebrity overshadows the message to be conveyed through advertisements
3. It has focused on selling through trade schemes and consumer promotion schemes rather than creating a pull
Opportunity
1. Tie-ups with beauty clinics, gymnasiums, sports academies etc2. Explore the untapped rural market3. As a brand extension of Boro plus, it can leverage on Boro plus’ strong brand equity.
Threats
1. Seasonal demand2. Increasing competition as many companies trying to enter into this segment 3. Cheap imitation products
Competition
Competitors
1. Nycil2. Dermi Cool3. Shower to shower
Himani Fast Relief
Parent Company Emami
Category Health care
Sector FMCG
Tagline/ Slogan Dard mitaye chutki mein
USP An Ayurvedic potent remedy for all kinds of pain
STP
Segment Pain relief ointment
Target GroupAnyone who needs instant relief from muscular, joints and shoulder pain
Positioning Expert in pain management, providing instant relief
SWOT Analysis
Strength 1. Strong celebrity endorsement by Indian movie stars2. SKUs of 2 gm and 5 gm were available at low prices help the product reach a wide consumer cross-section.3. Emami widened its scope from just a product for backaches to
other applications
4. Appointing sportstars for endorsements would help in differentiation
5. Good distribution and availability owing to parent company
Weakness
1. Pain relief products are not aspirational but necessary items. Thus, less connect with the audience due to celebrity endorsements.2. Temporary relief from such products means people often seek proper medical treatment
Opportunity
1. The segment is characterised by a small number of players and low penetration.2. Sedentary lifestyles will create a fresh demand for pain relievers.3. It can extend its northern dominance to the southern, eastern and western markets by creating an extensive distribution network
Threats
1. Brands like Iodex which have been there for long pose considerable threats2. It holds limited market share, thus cannot contribute to growing the category alone3.Ayurvedic medicines are perceived to be less effective when it comes to providing instant relief as compared to allopathic medicines
Competition
Competitors
1. Moov2. Iodex3. Volini
Himani Navratna Cool Talc
Parent Company Emami
Category Health care
Sector FMCG
Tagline/ Slogan Duniya Ka Sabse Chota AC
USP The unique blend of mint and camphor, with the goodness of
essential herbs, renders the desired cooling effect, while its aroma rejuvenates and keeps one fresh throughout the day
STP
Segment Talcum Powder
Target Group Active youth who face a lot of exposure to sun and heat
Positioning As a complete solution talc for heat, sweat and body odour
SWOT Analysis
Strength
1. Created a new category of cool talcs; No other talc offers this unique cooling benefit
2. Extended its portfolio to successful variants like navratna cool talc-active deo
3. Brand endorsements by top Indian celebrities help establish a strong Brand recall and loyalty
4.A brand extension of very successful Navratna oil
Weakness
1. Consumers need to be educated about the necessity of cooling benefits in talcs
2. Its proposition of coolness limits its usage to summers only, thus would lead to seasonal demand
3. Limited market share due to strong competition
Opportunity
1. To make ‘cooling’ more relevant among general talc users, attracting new users
2. India with its long summer season provides a good market for talcum powder with cooling proposition
3. Making it available in smaller SKUs and at varied price points will help increasing the consumer base
Threats
1. Difficult to differentiate in the cluttered market
2. Relatively new entry in the talcum powder market
3. Imitation products
Competition
Competitors
1. Dermi cool
2. Ponds
Himani Sona Chandi Chyawanprash
Parent Company Emami
Category FMCG
Sector Healthcare
Tagline/ Slogan Sona de surakshit tan, chandi de tej dimag
USP
It has the goodness of amla and other herbs have been fortified with the super power of precious metals like gold and silver benefiting body and mind, an excellent immunity builder
STP
Segment Health Supplement
Target Group All age-groups middle and upper middle class
PositioningA complete ayurvedic health supplement which enhances, rejuvenates health and builds immunity for year-round protection
SWOT Analysis
Strength
1. The Company launched the ‘Sona Chandi dhoondo’ campaign in many Indian cities; which supported with Below-the-line activities like door-to-door sampling, dealer boards, participation in fairs and festivals, as well as regular point-of-purchase marketing proved to be very successful.2. The communication and packaging which emphasizes on product innovation- the gold and silver elements, has given it a distinctive positioning.3. It has introduced product extensions- sona chandi keshar chyawanprash for older segment, a chocolate variant for children and a summer variant; thus products for everyone.4. Celebrity endorsements by Indian movie stars giving it a high advertising recall
5. Good availability and distribution due to strong parent brand
Weakness 1. The brand does not have a high market share and faces stiff
competition2. With Zandu also having a chyawanprash in its portfolio, company needs to figure out how to position himani and zandu distinctly in this product category3.With its strategy focusing on rural markets now, it might end up losing shares in urban market
Opportunity
1. It can position itself as a complete food supplement for pregnant women.2. Introduction of newer variants would help better penetration in both rural and urban markets and also help in repositioning for all age groups3. With increasing pollution and stress levels, demand for immunity boosters would increase and chyawanprash could target this need playing on its Ayurvedic features.
Threats
1. Chyawanprash as product category has matured2. With unique ingredients required, the climbing raw material costs will hit the margins 3. the middle class and upper class have started preferring international health brands
