Famous FMCG company Emami Ltd is extending BoroPlus, one of the powerful brands to its health and hygiene category. The products will include hand sanitizers, soaps, and liquid hand washes. The Kolkata based company taken the move to de-risk its seasonal portfolio and will have "all-weather offerings".
The market entry into personal hygiene products has been traced by nearly a year keeping in view the consumer habits and rising demand for hygiene products post COVID-19 scenario.
According to Emami Ltd Director, Priti Shukla, the initial plans to launch the offerings were set in the first quarters of the financial year 2022. This has, however, been advanced. Moreover, considering that Boroplus as a brand enjoys "strong equity" and a "right-to-play" in the antiseptic cream and moisturizer segments, its extension into health and hygiene is logical. Apart from this, the company could explore offerings in home-care segments, if required.
"We are expecting some additional Rs.80 - 100 crores turn over in domestic market with the new product", she told BusinessLine.
BoroPlus is amongst the largest power brands along with Navarathna, Zandu, Kesh King, Fair and Handsome, and Mentho plus. It contributes around 17% of the company's revenue.
Recent launches under the brand name include hand sanitizer and aloe vera gel.
In the third quarter of the financial year 2020, the company reported an over 7% increase in the net profit worth Rs.148 crores on a year-on-year basis and a marginal 1% dip in revenue operations on a year-on-year basis to Rs.748 crores.Market sources say Emami has been trying to build up its product portfolio and reduce dependence on seasonal offerings. It is looking to expand in categories such as hair oils, pian management, antiseptic creams, facewash, and so on.
Market sources say Emami has been trying to build up its product portfolio and reduce dependence on seasonal offerings. It is looking to expand in categories such as hair oils, pian management, antiseptic creams, facewash, and so on.
The company has already pointed out that the supply chain was affected by mid-march due to the restrictions of movement by various states.The pre-season sale of the summer products was also affected and there was a disruption in the business.