Brand Development and Positioning of Emami Ltd.

-Nikhil Nair C37 -Anirudh Subramaniam C38 -Gurucharan C39 -Akashdeep Singh C40

Emami Group
Emami group, a conglomerate born under Bengal

under the parentage of Mr R S Agarwal and Mr R S Goenka since 1974

Emami Limited, the flagship company of the Group, is

a coveted Rs 1000 crore business entity

Emami Limited has over 30 brands under its portfolio By repeatedly outperforming the industry standard,

Emami Ltd has maintained a CAGR of 25% over the last few years
HimaniAyurveda Science Foundation (HASF) that

generates the very best of ayurvedic formulations

Power Brands Of Emami

Emami has brands like Boroplus and Navratna Oil

which are undisputed market leaders in their respective categories

Other brands like Fair and handsome fairness

cream, sonachandichyawanprash, himani fast relief are growing at a rate better than the industry rate
The company operates in segments where the

competition is minimum, hence they have the market share

The company only focuses on products that

offer high margins, hence maintaining superior profitability

Navratna Oil
ThandaThanda Cool Cool A potent therapeutic oil, prepared from a

combination of nine ayurvedic herbs, provides stress relief, relaxation and a sense of rejuvenation Dabur Super Thanda,Banphool and RahatRooh diverse demographic, psychographic and geographic segments

Major players: Himgange, Marico MahaThanda, Brand strategy: Targets the great Indian mass across

Emami was the only brand in the Indian brand-space,

endorsed by AmitabhBachchan and Shah Rukh Khan the two Bollywoodmoguls

Today the Navratna Brand is worth Rs. 300 crore

Boroplus
A preventive, curative and healing Ayurvedic ointment. Positioned

not only as an antiseptic cream but also as a protector from minor skin diseases and harsh weather conditions

Boroplus antiseptic cream is a value-added cream, offering

medicinal and cosmetic properties, with antiseptic and moisturisingbenefits

The Company focused on making this a mass brand through direct

and indirect SKU (Stock Keeping Unit) distribution. It promoted the cream as an antiseptic cream with multiple benefits AmitabhBachchan and KareenaKapoor

BoroplusAntiseptic Cream is endorsed by superstar To cater to different kinds of consumer needs, Boroplus has come

up with a rich and differentiated product portfolio. It has Boroplus Winter Lotion, Boroplus Summer Lotion and Boroplus Prickly Heat Powder