Emami Group

Topics: Cosmetics, Hygiene, Personal care Pages: 15 (5063 words) Published: March 3, 2013
Emami Group, a conglomerate born out of Bengal has a pan India presence through its battery of brands and business initiatives that blossomed under the parentage of Mr R S Agarwal and Mr R S Goenka since 1974. With an aggregate group turnover of about Rs 5000 crore the group has business interests in FMCG (fast moving consumer goods), paper , writing instruments, edible oil and cultivation, bio-diesel, hospitals, contemporary art, pharmacy, cement, real estate and retail. The Group’s fountain of strength are its ingrained value system, innovativeness and an over 20,000 passionate and dedicated staff, engaged in knowledge sharing. Emami Limited, the flagship company of the Group, is a coveted Rs 1500 crore business entity , a leading player in the personal and healthcare consumer products industry in India engaged in manufacturing and marketing of health, beauty and personal care products that are based entirely on ayurvedic formulation. Emami Limited has  a portfolio of over 300 products in various SKU,. 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 day-to-day life. By repeatedly outperforming the industry standard, Emami Ltd has maintained a CAGR of 23% over the last few years. Emami covers all the states with 32 depots across India. Its supply-chain management assumes immense significance which was aptly reflected through remarkable expansion in dealer-distribution network, outlets and manpower. The domestic sales and distribution division directly covers 4.20 lac outlets all across the country along with an additional 2100 modern retail outlets, five regional offices. Emami’s products reach out to nearly 30 lac retail outlets across India through 2500 distributors.

Brand power
The power brands of the company are Boroplus and Navratna. Boroplus brand is the market leader in the antiseptic cream segment; the Navratna Oil is also in the pole position in the cool oil segment. Fair and Handsome is the pioneer in the fairness cream for men segment. Emami’s products in different categories like cool oil, antiseptic cream and fairness cream for men have carved a niche for themselves in their respective segments. 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. Emami has entered the glycerine soap category with Emami Pure Skin, petroleum jelly category with Vasocare and hair oil segment with 5 in 1 Emami Hair Oil . Recently launched new brands include, Vasocare lip balm, Vasocare chap stick, Vasocare body lotion, Boroplus Skin Therapy cream and Boroplus Healthy and Fair Winter cream. Emami Limited with an investment of approx Rs 730 crore has acquired major stake in Zandu Pharmaceutical Works Ltd on the basis of huge business synergy between Zandu and Emami. Post the acquisition of Zandu Pharmaceutical 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. The FMCG business of Zandu has been merged into Emami. This will help consolidation of FMCG business of Emami and Zandu into one entity. Emami Group has also acquired Lakhi Bilas (West Bengal local brand), Kings & Co. and M Bhattacharya the oldest homeopathy company in India. Sales and distribution
Emami has also taken up a major revamping project to enhance the sales and distribution, human resources development and logistics with...
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