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 Limited FMCG Industry 1974 Founded Mr. R S Agarwal and Mr. R S Founder(s) Goenka Headquarters Kolkata, West Bengal, India Mr. R S Agarwal and Mr. R S Key people Goenka (joint chairman) Hair care, skin creams, soaps and lotions, talcum powder, Ayurvedic Products health care products Rs 516 crores (2006-07) Revenue emamiltd.in Website 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 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. Emami Limited is led by Mr. Controversies In 2007. founders of Emami and directors of AMRI Hospitals.[5] On December 9. Emami and the star of the campaign. which was sanctioned for car-parking. 2011. R S Goenka with the help of the second generation Promoter Directors from the two families. It is recorded as the largest hospital tragedy in India. 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. Fair and Handsome. caused due to storing toxic and inflammable materials in the basement of the hospital. the company attracted controversy with an advertisement for its skin whitening cream for men. Kolkata Police arrested R S Agarwal and R S Goenka. Qualified and dedicated set of professionals run the day to day operations of the company. Today. The fire alarms and sprinklers installed at the hospital did not work during the fire. the company has grown into a huge Rs.[6] . were accused of perpetuating racism. 1000 crore Emami Ltd under the flagship company of the Rs. for causing death to 91 people by negligence in the fire that broke out at ARMI Hospitals on the same day. R S Agarwal and Mr. Shahrukh Khan.3000 crore Emami Group. Advance Medicare and Research Institute Limited. holds and looks after the marketing aspects of the Rs 3000-crore Emami Group. He is also the Honorary Consul of Poland in Kolkata. distribution and human resource management in Emami. Director. CII – Eastern Region. A doyen of Indian industry. > Mr Viren J Shah. Independent Director. the first men‟s fairness cream in India and making it as the undisputed market leader. India. An MBA from Cardiff in the UK. 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 Vaidya S Chaturvedi. he is also a Board member of several other companies including Emami Paper Mills Limited. Managing Director. > Mr K N Memani. His role as Director of Emami Ltd is aimed at developing the market share of the company both in India and abroad. he is endowed with a brilliant financial acumen. among others. financial consultancy and has consulted several domestic and foreign companies on corporate affairs. USA. LLB and a Master Degree holder in Commerce. Executive Chairman. he is also a Board member of Emami Paper Mills Limited. He served as the Governor of West Bengal and was also a Parliamentarian as a Rajya Sabha member. operation.BOD and Management Team Board of Director's > Mr R S Agarwal. foreign taxation. the elder son of Mr R S Goenka. Co-founder of Emami Group of Companies. South City Projects (Kolkata) Limited and many other companies. he is also a master in strategic planning and corporate affairs. > Mr Mohan Goenka. Co-founder of Emami Group of Companies. he is also a master in strategic planning. the biggest feather in his cap is the launch of Fair and Handsome. Wholetime Director. Apart from Emami Ltd. he drives production. is an AMP from the Harvard Business School. South City Projects (Kolkata) Limited Rupa & Company. Advance Medicare and Research Institute Limited.Wholetime Director. Merchants‟ Chamber of Commerce. ayurvedacharya and held key positions in the Rashtriya Ayurveda Mandal. is a Chartered Accountant and former chairman and country managing partner of Ernst & Young. Kolkata and Finance Chair of Young Entrepreneurs Organization (YEO) – Kolkata Chapter. Director. joined Emami after completing graduation in commerce. With rich industry experience. Committee Member. Jt. is a kaviraj. Company Secretary. He has expertise in business and corporate advisory. Emami Realty Limited. Mohan is currently the Vice Chairman of Marketing Committee. . is a Chartered Accountant. Determined to stay ahead in competition. Chairman of Emami Group of Companies. is an M Com and LLB. > Mr S K Goenka. corporate affairs and finance. Besides Emami Ltd. A taxation expert. > Mr R S Goenka. > Ms. Jt Chairman of the Emami Group of Companies. a Joint Sector Company. Wholetime Director. > Mr S.the elder son of Mr R S Agarwal. > Mr Amit Kiran Deb. >Mr Y. AMRI Hospitals Ltd and others.He is also the Chairman of Associated Battery Manufacturers (Ceylon) Ltd. He is Executive Chairman of Century Plyboards Ltd. is a man who always sees life in a positive light and believes in confronting challenges head-on. is noted Industrialist and philanthropist. Being the only lady Director on the board of Emami Ltd. Trivedi. B. Priti heads the marketing division of Emami. is the Ex. is among those select young band of business leaders who are born to build. Ganguly. A member of various Government Committees like the Standing Committee on Finance. 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 nurtures two flagship brands of Emami Ltd – Navratna and Boroplus – that hold pole position in their respective segments.> Mr Aditya V Agarwal.Chief Secretary. Sri Lanka . > Mr Harsha V Agarwal. as the youngest Director of Emami Group of Companies. the mainstay of the FMCG outfit. He is also the Honorary Consul of the Republic of Ethiopia in Kolkata and Executive Committee member of Assocham. daughter of Mr R S Agarwal. Consultative Committee for the Ministry on Commerce among others. Sri Trivedi is also on the board of Reliance Industries Ltd. A key member of the think tank that drives the Emami Group forward. eminent tax expert and advocate. son of Mr R S Agarwal. Emami Paper Mills Ltd. 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. WBIDC. Reliance Petroleum Ltd. Government of West Bengal and presently a Chairman of Gujarat Ambuja Housing Development Limited. Birla Cotsyn (India) Ltd and The Zandu Pharmaceutical Works Ltd (now Zandu Realty Ltd) of the Emami Group as well as in other companies. Independent Director. Jt Chairman of Emami Group of Companies. is the Chairman Emeritus of Exide Industries Ltd and also director of ING Vysya Life Insurance Co P Ltd. P. Non Executive Director. Commerce Graduate. Priti at present looks after a slew of Emami brands in the hair care and personal care segment. He is on the Board of . She is also among the core members of the strategic team for research and development (R&D) in Emami Ltd. Supreme Court. He has already made a ceaseless impression in running a business behemoth. Century Plyboards (I) P Ltd and Peerless Trust Management Co Ltd. Wholetime Director. Priti Sureka. Independent Director. Bengal Chamber of Commerce and Industry among others. Birla Power Solutions Ltd. he is a Director on the board of Emami Ltd. Today. Independent Director. and other group companies like Emami Biotech Ltd. 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. she symbolizes women empowerment in the company. >Shri Sajjan Bhajanka. which to any aspiring businessman can be a fountain of inspiration. Sundarban Infrastructure Development Corporation. is also a Rajya Sabha member of the Parliament. aged about 60 years. Today. > 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. He is the President of the Federation of Indian Plywood & Panel Industry and All India Veneer Manufacturers Association. and Star Cement Meghalaya Ltd. Vice President of Bharat Chamber of Commerce. CEO – Finance. Legal > Mr Shyam Sutaria. > On an average they can earn 18% on the sale value of the products. As a part of company's Corporate Social Responsibility Emami has devised various Self Employment schemes like Emami Mobile Traders and W 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. Strategy and Business Development > Mr AK Joshi. As a responsible corporate citizen. He is also the President of the Marwari Relief Society. besides other companies.Operations and Commercial > Mr Krishna Mohan. He is associated with various economic.. Vice Chairman of Maharaja Agarsen Institute of Medical Research & Education. raincoats and pullovers and personal accident insurance cover is provided > Cycles at 50% rates on installment payment can be purchased .International Business > Mr Dhiraj Agarwal.Sales. CEO. Chairman of Indian Plywood Industries Research and Training Institute (IPIRTI). Head. > Depending on the effort and motivation of the individual. the monthly earning varies between Rs 500 to Rs 2000 per month. > The selected persons are involved in door to door selling of Emami products in interior villages. CEO .. educational and social organizations. > Uniform. Agroha (Hissar). President . Bangalore and Sr. Media Department > Mr R K Surana. Head. Meghalaya Power Ltd.Nilachal Refractories Ltd. Company Secretary and AVP. Emami continues to invest in socially meaningful projects in West Bengal and adjoining states. International Business > Mr N H Bhansali. Management Team > Mr Manish Goenka > Mr Prashant Goenka. 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. commercial. assistance for surgeries and hospital charges for the poor through trust. We also plan to consolidate the activities in more states like Orissa. under the supervision of Dr Devi Shetty.Emami Small Village Shops > This scheme is being promoted mostly for women in villages where there are no permanent shops. This institute provides treatment for bone marrow transplantation at free or affordable costs to the needy. health was a state of „no-illness‟. Madhya Pradesh. Madhya Pradesh. Bangalore. Andhra Pradesh and Chattisgarh. Emami established the 'Emami National Institute for Bone Marrow Transplantation' in the Narayana Hrudayalaya Institute. today it is defined holistically and is a function of lifestyle. > 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 voluntary workers 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. Orissa and Chattisgarh over last one year. We have rolled out the schemes to Andhra Pradesh. In the past. Founders' Message Our perception of health is changing dramatically. 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. . > The marketing training given by Emami helps the person to find selling opportunities for other items manufactured 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. the well-known cardiac surgeon. Donations are made in the form of free supplies of medicines. Since consumers actively seek health benefits from personal care products. Industry and the economy In the Indian FMCG sector. They want to know how a product works. where health and beauty are now coming together. what ingredients it contains. The fringe benefit tax rationalization on brand ambassadors. . they spend a lot of time researching the product before making a purchase decision. fitness. • Favourable tax structure: We sense that the introduction of VAT will reduce longstanding tax ambiguities. Middle East. Another trend signaling the merging of health and beauty is the emergence of herbal. Sri Lanka. 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. the properties and actions of these ingredients and results. Companies in tax exemption zones will benefit. rural India accounts for more than 40% of the country‟s consumption. • Infrastructural development: We feel that planned infrastructure development – roads. but they also make sure that their favorite personal care products are not just making them feel good but are also keeping them healthy. where they live to the products they use. 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. physical. emotional and even spiritual well-being. • Rural demand: A huge proportion of India‟s population lives in rural villages. there are a number of pockets of optimism: • Urban demand: We feel that a 10% annual growth will continue to drive FMCG sector growth. In our opinion. This preoccupation with wellness is especially witnessed within the personal care space. Moreover. People are no longer satisfied with products that just make them look good or feel good. Pakistan and similar countries. railways and airports – will accelerate FMCG growth.diet. we have reached the tipping point and annual demand is now soaring. non-resident Indians in the UK and the USA represent a prospective market. the FMCG industry will outperform its earlier annual growth average. but also want them to „dogood‟. besides. • Brand consciousness:We perceive increasing brand consciousness as consumers gradually move away from loose and unbranded alternatives. ports. • Low manufacturing base:We foresee that India‟s low-cost manufacturing base will enable it to address the growing FMCG demand in Bangladesh. It is our understanding that as prosperity percolates across the lower levels of India‟s income pyramid. celebrity endorsement as well as tours and travels will strengthen the FMCG sector. People still love to pamper themselves with silky smooth creams and lotions. the do-good aspect is understood in terms of a health rather than a cosmetic benefit. sensitive to the skin and free of side-effects by consumers. natural and organic products within personal care. which are considered safe. As the Indian economy is reporting highest ever growth. the per capita consumption in these pockets is among the lowest. wider geographic coverage and growing service station. Malai Kesar Cold Cream and Ayurvedic OTC products like Good Morning (an Ayurvedic laxative churna). Goenka Joint Chairman Emami Limited . Navratna cool talc. Black kesh kala.• 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. It has initiated efforts to globalize its power brands. Mr R. and Mrs. • 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. Shah Rukh Khan.S. we expect to enhance value for our shareholders as well as other stakeholders in a more emphatic way over the foreseeable future. Boroplus light cream and lotion. Sardi Ja (a cough syrup and Vaporub) and Memo-plus (a memory booster). Agarwal and Mr R. Boroplus Antiseptic cream is the largest selling antiseptic cream not only in India but also in Ukraine. product extensions. • New product launches: The Company continues to launch new products like Fair and Handsome fairness cream for men. Chiranjeevi. Russia and Nepal. Govinda and Dharmendra. Fair and Handsome is also recently launched in GCC countries and is the number 1 selling whitening cream for men. upcoming launches. Fairness cream for men. • Entry into new segments: Emami forayed into hair care and baby care segments through the introduction of products like Mr. 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. In widening our revenue spread and climbing the value-chain. Kareena Kapoor. • Fresh capacity being commissioned: The Company is in the process of commissioning another state-of-the-art factory in north-east India. It plans to come out with a full range of male grooming products as well as enter the baby range category. enjoying economic benefits. we expect to accelerate our topline growth and strengthen our margins. existing power brands are marketed through endorsements from celebrities like Amitabh Bachchan. Mr. While huge resources are spent on new launches. As a result of increased capacity. it will expand the global reach of its Naturally Fair brand in the Middle East and Asia. Distribution is also being strengthened and new channels of sales are being established to take care of rural markets and emerging new retail stores. Black kesh kala and hair dye powder. We must conclude on a note of unmistakable optimism.S. and Sona Chandi baby massage oil. 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. • Wider international footprint: The Company will widen the presence of its Fair and Handsome fairness brand in Asia and Africa. and Mrs. Agarwal decided to produce in the Himani factory different types of health care items and toiletries based on Ayurvedic preparation. 20. In the early days the two friends used to go around places and sell their cosmetics from shop to shop. Mr. The first-rate quality of the products soon created a consumer pull and gradually some people were hired to work for them. Many additional brands followed Boroplus including Boroplus Prickly Heat Powder which came as a brand extension of the mother brand. A dream of reaching out to the Indian middle class. R.History The inception of Emami Group took place way back in mid seventies when two childhood friends. Goenka decided to go ahead with the deal which later on proved to be the turning point for the organization. Emami Vanishing Cream and Emami Cold Cream were great favorite brands with the quality conscious consumers in the mid-seventies. However Mr. R. almost a 100 year old company with good brand equity in Eastern India and a well laid out factory in Kolkata. it launched their first flagship brand Boroplus Antiseptic Cream under the Himani umbrella in 1984. It was an extremely bold step in the early seventies when the Indian FMCG market was still dominated by multinationals. Goenka left their high profile jobs with the Birla Group to set up Kemco Chemicals. Agarwal and Mr. the company started manufacturing cosmetic products as well as Ayurvedic medicines under the brand name of Emami from a small factory in Kolkata. The degree of financial risk involved was enormous considering the small capital base of the company in those days. Several such companies headquartered in Kolkata were considering shifting out of West Bengal due to labor unrest and political problems. a target audience whom they thought will have increasing potential for consumption. Mr. an Ayurvedic medicine and cosmetic manufacturing unit in Kolkata in 1974. Himani Ltd (incorporated as a Private Limited Company in 1949) had become sick unit and was up for sale. 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. Ten years after commencement of the company. Himani.000. was producing a number of cosmetics. Agarwal. supported by Mr. The signature tune of Emami played over radio and TV became a household favorite.S. They piled their goods on hand pulled rickshaws and went on distribution drives making their brand extremely popular. available and acceptable among consumers. In 1978. Emami brands started selling in all states of .S. Emami Talcum. The company soon became adept in selling beautiful dreams to Indian women interested in finding their own identity. 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. 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. Zandu Balm a Rs 265 cr brand and Fair and Handsome standing at Rs. the partnership firm was converted into a Public Limited Company under the name and style of Emami Ltd. 70 followed in 2005.each at a price of Rs. with a view to concentrate on its core FMCG business. 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. issued its fully paid up shares to shareholders of Emami in the ratio of 1:1. 400 crore followed by the Boroplus Brand standing also at Rs. In 2005 Emami created a marketing history in India by launching Fair and Handsome. The introduction of new brands continued and the distribution network of the company was extended to South India with Navratna spear heading the process. Emami's investment undertaking was demerged and Pan Emami Cosmed Ltd. the first fairness cream for men. some of its prominent brands like Zandu Balm. 1998. In 2006. Kemco Chemicals. In 2006 the company decided to introduce a Health Care Division and a number of new brands of Ayurvedic OTC medicines. Malai Kesar Cream Soap are also major players. In 1995. The company has taken up the challenge of growing this new division with a dedicated and enthusiastic team working on this project. Zandu Pancharishta. The share price sold at Rs. In 1998. Mentho Plus and Fast Relief are also doing well in their respective categories. 140 crore. In 2003 a new factory unit was set up at Amingaon. 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. J B Marketing & Finance Ltd. East and West India. Post the acquisition of Zandu Pharmaceuticals a century old household name in India. Today Boroplus is not only the largest selling Antiseptic Cream in India but also in Russia. .North. Ukraine. 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. Emami Ltd was merged with Himani Ltd and its name was changed to Emami Ltd as per fresh certificate of incorporation dated September1. 70 today is quoted in the stock market as Rs. Brand extensions have helped Emami consolidate its position in the market and also cater to varied consumer needs. 210. Nineties was very eventful for Emami. Hairlife (crème herbal hair pack) and Malai Kesar Cold Cream.. the erstwhile marketing company of the Emami Group merged with Emami Ltd. The issue was oversubscribed within few seconds of its opening with an overall over subscription of 36 times of the issue size. A Public Issue of 50 lacs Equity Shares of Rs2/. Zandu Kesri Jeevan. Sona Chandi Chyawanprash. Guwahati. Navratna over the years has becomea market leader in the cool oil category. and Nepal. Today the Navratna Brand is worth Rs. 300 crore . Sudarshan and Nityam Churna are also under Emami‟s basket of brands. In 2000. Zandu Chyawanprash. It was during this period Emami started to become a household name all over India  90 's was quite action-packed for Emami. Today. best friends Mr RS Agarwal and Mr RS Goenka started the Emami Group of Companies. Emami acquired Himani Ltd (incorporated as a Private Company in 1949). the introduction of new brands sustained and the distribution network of the company was extended to South India with Navratna spear heading the process. Zandu Pancharishta.  1984. R S Goenka with the help of the second generation Promoter Directors from the two families. The second factory was also opened at Pondicherry to increase production at the same time  1998. the company launched its first flagship brand Boroplus Antiseptic Cream under Himani umbrella in . 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. 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. Milestones  1974. Zandu Chyawanprash. Himani.Within three decades. Navratna Cool Oil came in under the Himani umbrella. Emami Limited is led by Mr. Qualified and dedicated set of professionals run the day to day operations of the company. Sudarshan and Nityam Churna are also under Emami‟s basket of brands. the company has grown into a huge Rs. .5000 crore Emami Group.  Post the acquisition of Zandu Pharmaceuticals a century old household name in India. R S Agarwal and Mr. almost a century old company with decent brand equity in the Eastern India and a well laid out factory in Kolkata. some of its prominent brands like Zandu Balm.  1978. Zandu Kesri Jeevan. Many additional brands followed Boroplus including Boroplus Prickly Powder which came as a brand extension of the mother brand. was producing a number of cosmetics. 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. 1500 crore Emami Ltd under the flagship company of the Rs. beauty and personal care product companies in India today.  2009-10 Emami has also acquired Lakhi Bilas (West Bengal local brand).Dinesh Karthik. Surya and Upendra among others. Sourav Ganguly. Talasari and Silvassa >All manufacturing units are ISO 9001:2000 certified and GMP compliant. 2009. Boroplus and Navratna among the top brands in the country. It launched the re-vamped Zandu Kesari Jeevan. Vapi. other celebrity endorsers of Emami‟s brand include Madhuri Dixit.Virender Sehwag-Sachin Tendulkar. health. >Headquarter: Kolkata >Pan India presence with five regional sales offices and 32 depots >Manufacturing units located in : Kolkata.Kareena Kapoor. >Abhoypur.Mahesh Babu.Bipasha Basu-MS Dhoni. Pondicherry .  Forbes Asia 2012.Harbhajan Singh-Zaheer Khan-. Fair and Handsome.  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.Amit Mishra.Suriya. 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.Malaika Arora Khan.  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. Pantnagar. Zandu Chyawanprash and Zandu Balm . Patnagar and Dongri units accredited with ISO 14001 and ISO 18000 certification as well. It is the only corporate entity in the country to have both Amitabh Bachchan and Shah Rukh Khan as brand endorsers. we strive for continual improvement in our quality performances. beauty and personal care products for over 35 years. Amingaon. Govinda. Besides Amitabh and Shah Rukh. Emami undertook a revamp of the Zandu products.Preity Zinta. Kings and Co and M Bhattacharya the oldest homeopathy company in India  Emami has successfully established its brands through strong celebrity endorsements. >Internal Audit Division awarded ISO 9001:2008 accreditation . We are in the field of manufacturing of health. Through the efforts of a team of committed and competent personnel. Chiranjeevi. Guwahati . 36. natural and herbal ingredients. Planning to commence set up of Egypt plant as well >Total Area: 1. 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 W . Important Product Categories Manufactured We have a portfolio of over 300 products in various SKU. 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. derived from select and effective ayurvedic. >Built up Area: 102174 sq.800 sq.ft. Our main product categories consist of the following: • Hair Care • Personal care including skin creams .>Set up a manufacturing facility at Bangladesh. soaps and lotions • Talcum powders • Child care products • Rebefacients • Ayurvedic health care products Our Ideology Our Vision Making people healthy and beautiful.ft. an emphasis laid on an opportunity to free fly and to set standards of excellence in performance. 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. will emphasize our integrity and dependability. Customer delight is the vital purpose of our business. reliability & a high level of service in all our business dealings. Customer Orientation The underlying principle being that progress can be mapped only in terms of customer orientation. This applies to all working relationships and at every level. do. Involvement. We exercise transparency in dealing with all our stakeholders and we believe this is the only way to build their trust and value. service and reliability. offer freedom to speak one‟s mind & demonstrate openness & clarity in all our actions. 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.• Commitment & Loyalty to institutional values and principles • Integrity • Customer Orientation • Leadership and Innovation • Attention to detail • Teamwork & Team Environment • Simple living. and the way we do it. 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. 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. in all its spheres of quality. We strongly encourage and reward innovation at all levels. This necessitates providing quality. We believe in open communication. trust and willingness to listen are the guiding principles for decision making. 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. Integrity This is cherished above all within our organization and whatever we say. All these are manifested in an . Our „Customer Processes‟ are proactive & relevant and are perceived as such by our customers. both internal and external. The human dignity and worth of an individual is acknowledged and maintained at all times. Our employees. 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. Social Responsibility We shall continue to contribute to the communities in which we thrive and address all social issues responsibly. cooperation and an urge to utilize knowledge and information. 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. Research and Development In view of the fact that innovation represents the company‟s principal driver. 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. Teamwork & Team-oriented Environment Teamwork is the cornerstone of our business that helps deliver value to our customers.environment of innovation and leadership. introducing products that are safe and effective. products and services aims at safeguarding our environment. follows an extensive process. the company continues to strengthen its R&D Infrastructure. Market study integrated with ideas from internal database . 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. Environmental Safety Environmental Safety makes the framework of all our activity. located in Kolkata and Mumbai. 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. The R&D department. Simple living. All our processes. We work together across titles. .Series of trials Internal specifications at each level External approval Coordination between production. 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. all supporting Emami‟s leadership in personal care. health & wellness and ayurveda. formulation development. analytical development. extensive research and groundbreaking innovation is one of the keys to Emami‟s success in the health and personal care industry. ft. validation protocols) apart from external certifications from the Drug Control Board. Mission . competitive intelligence cell. consumer-centric and business aligned power house. . hair and lifestyles. 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. through a pathbreaking technology. For decades. comprising structurally-sound. Future technology directions The Research & Innovation team comprises more than 55 scientists. we worked in partnership with universities. spanning more than 30. is created in Kolkata. shelf-life testing. high-end multistory Research & Innovation Centre. intellectually-strong and with a wealth of creative talent. product processing science. The constant innovation stream we deliver is founded in our past and created in the present to strengthen Infrastructure A state-of-the-art. • Innovative introduction of differentiated or improved products.000 sq. • Updated equipment in the laboratory certified by NABL. • Adherence to specifications (raw material use. These relationships are now richer and more productive than ever. Our products are the result of understanding consumers‟ unmet needs. We combine generations of practical experience with a continuous flow of new knowledge. finished goods specification.healthcare With a mission of contributing to healthy and beautiful skin. Research and innovation centre Emami‟s Research & Innovation centre is a science-driven. In the Consumer Products Division. • Conduct of clinical trials in association with renowned ayurvedic hospitals and colleges. quality assurance and packaging and development. These are geared towards the development of high-end. The Centre encompasses product innovation development. perfumery science. flavour development. offering a superior value-formoney proposition. with multi-dimensional backgrounds and industry experience. • cGMP compliant laboratory practices. startups and suppliers. rural segment. Andhra Pradesh. 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. reduce dependency on wholesale.500. initiate extensive BTL activities. The objective behind this is to increase strong numeric distribution. with direct retail reach across of 5. .00. Emami has a strong sales and distribution team to ensure its product availability in the market. tapping the latest technologies around the world while appealing to the global consumer. The Company adopted a hub-and-spoke model in these areas by appointing super stockists and sub-stockists. strengthen rural coverage and introduce smart sales force to counter any competition. Emami has classified a new segment . Bihar. Currently.000 outlets.targeted products that deliver higher performance. To felicitate this distribution strength. A specialized Sales Force has also been developed to service these ever growing Modern Retail outlets. the Company is covering over 4000+ key accounts and is expected to double the sales in the next year. The Company added 160 super stockists and increased sub-stockists to 4. 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. West Bengal. 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 . Sales and Distribution Sales and distribution plays an important role in FMCG companies to assure that consumers have access to products whenever they want. In order to bring in complete retail focus to the business through direct reach and distribution.000. covering areas with a population less than 50. the Company has also undertaken an aggressive plan to identify Focus Sates in the country. Created structured sales force for the rural channel with its own dedicated team of more than 300 people in the states of Uttar Pradesh. dynamic and focused leadership.Brands Brands Emami Limited is one of the major health and personal care FMCG companies in India with its brand presence globally. Emami‟s success story is not only weaved around the holistic healing system of ayurveda. product efficacy and intelligent pricing that have made them the people‟s choice. Through innovative and power brands. Navratna. 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 . a strong supply-chain management and unwavering commitment to partners and stakeholders. but also in its product innovation. Leveraged by celebrity endorsements. Fast Relief and Fair and Handsome are an outcome of deeper understanding of Indian consumers. The popular brands like Boroplus. 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. spanning across various income groups in both urban and rural India. cutting-edge technology. Emami believes in building categories by meeting unfulfilled consumer needs. Emami Limited has over 25 brands under its portfolio. A brand is a commitment to consumers and in Emami. its brands are a synthesis of innovation. Emami touches the lives of all consumers. relax stiffness & re-oxygenate tense painful tissues. Amitabh Bacchan and Kareena Kapoor are its brand ambassadors. The ayurvedic active ingredients of special herbs like Nilgiri oil . Russia and Nepal. Fast relief. . Thus gold acts as complete rejuvenator. insect bites and itchiness. BoroPlus An Antiseptic Cream that prevents dryness and protects the skin from cuts. BoroPlus Antiseptic Cream is the largest selling antiseptic cream in India as well as in Ukraine. scratches. safer substitute for pain relieving tablets. Fast acting. The brand ambassador “Amitabh Bacchan” Anchoring in the background “Dard main bhi kuch baat hai. 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. burns. The fire and ice effect in the end makes the message of instant relief quite clear.Fast Relief Dard mitaye chutki main Fast Relief is really apt to its name for providing instant relief from the body ache. After penetration. Say goodbye to varied skin problems and let your skin smile with active health. nappy rashes. the active ingredients stimulate circulation. As a result. Dard shweet hai dard shyam hai” showcasing people feeling the body pain while doing various chores in their hectic life. Lavang and Gaultheria will penetrate swiftly to the area of pain. it protects the body from diseases. It also tones up cardiac muscles and improves blood circulation. By boosting immunity system. also lives up to its pain relieving imagery through its promise of “ Dard mitaye chutki main” (Instant pain relieve). Gold – Since ancient times Gold has been known to fight toxic elements within the body. you will get relief in minutes. It has new Active Herbals formula that gives your skin clinically healthy protection and active cure. has given it a distinctive positioning. as well as regular point-of-purchase marketing proved to be very successful. a chocolate variant for children and a summer variant. The Company launched the „Sona Chandi dhoondo‟ campaign in many Indian cities. 2. participation in fairs and festivals. Himani Sona Chandi Chyawanprash Parent Company Category Sector Tagline/ Slogan Emami FMCG Healthcare Sona de surakshit tan.the gold and silver elements. dealer boards. 3. chandi de tej dimag 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. Good availability and distribution due to strong parent brand USP . increases mental energy and improves concentration. which supported with Below-the-line activities like door-to-door sampling. thus products for everyone. It helps in making brain sharp & alert. It activates neurons in the brain to enhance memory power. Celebrity endorsements by Indian movie stars giving it a high advertising recall Strength 5. The communication and packaging which emphasizes on product innovation.sona chandi keshar chyawanprash for older segment. rejuvenates health and builds immunity for year-round protection SWOT Analysis 1. It has introduced product extensions. 4. an excellent immunity builder STP Segment Target Group Positioning Health Supplement All age-groups middle and upper middle class A complete ayurvedic health supplement which enhances.Silver – It is an excellent toner of the brain and nervous system. It can position itself as a complete food supplement for pregnant women. The brand does not have a high market share and faces stiff competition 2. Sona chandi chyawanprash was launched by himani in 1999 positioned around the concept of "surakshit tan. Chyawanprash as product category has matured 2. Zandu Chyawanprash 3.Weakness 1. it fortifies the entire system. Make this chyawanprash a true "elixir of life". Gold. sona chandi chyawanprash is an excellent immunity builder. pippali etc. latest production methods ensure that the natural goodness of the herbs remain preserved. Baidyanath Chyawanprash Opportunity Threats Competitors Product Details of Sona Chandi Chyawanprash Emami offers sona chandi chyawanprash. With unique ingredients required. apple juice. . Other highly effective herbs like brahmi. arjuna. Dabur Chyawanprash 2. it might end up losing shares in urban market 1. carbohydrates. calcium. amla. With increasing pollution and stress levels. 1. d3. the middle class and upper class have started preferring international health brands Competition 1. With Zandu also having a chyawanprash in its portfolio. give sona chandi a distinct competitive edge. the climbing raw material costs will hit the margins 3. Rich in vitamins a. Based on years of research by himani ayurveda science foundation. protein. Introduction of newer variants would help better penetration in both rural and urban markets and also help in repositioning for all age groups 3. sona chandi chyawanprash is fortified with the super power of gold & silver along with 52 rare herbs & minerals. iron.With its strategy focusing on rural markets now. haritaki. 2. silver & saffron the prime components. c. tez dimag". Scientific way of herb collection. demand for immunity boosters would increase and chyawanprash could target this need playing on its Ayurvedic features. company needs to figure out how to position himani and zandu distinctly in this product category 3. which is the market leader in Cool Oil category. Apart from the main variant. while the cool aroma rejuvenates the senses and keeps one vibrant and fresh throughout the day.About the Product: Emami launched “Navratna Cool Talc” in 2006. while the cool aroma rejuvenates the senses and keeps one vibrant and fresh throughout the day. sweat & body odour are the most common but yet unsolved problems that bring discomfort & frustrate our lives – almost across the year. If it’s summer time then Navratna Cool Talc will make it enjoyable for you. 1 ghamorinaashak powder Provides a cooling effect removing irritation STP . 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. This is where Navratna Cool Talc steps in as a solution. Navratna Cool Talc is now available in two different variants.C ‘anytime’. 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. Heat. ‘anywhere’ in the oppressive summer heat. Navratna Cool Talc truly brings the cooling. renders the desired cooling effect. Its unique blend of Mint and camphor with the goodness of essential herbs renders the desired cooling effect. refreshment and comfort of an A. the first brand extension of its flagship brand “Navratna Oil”. Nycil Parent Company Category Sector Tagline/ Slogan USP Heinz Prickly heat powder FMCG India ka no. Aptly positioned as ‘Duniya Ka Sabse Chotta AC’. sports academies etc 2. gymnasiums. Cheap imitation products Competition 1. hence sales goes down significantly during winters Strength Weakness Opportunity 2. Dermicool 2. Increasing competition as many companies trying to enter into this segment 2. Good product quality and packaging 1. Sundeo summer powder . Market leader in its category in India 2. Explore the untapped rural market 1. The brand has limited global and rural penetration 1. Boro plus prickly heat powder Threats Competitors 4. Shower to Shower 3. A seasonal product.Segment Target Group Positioning Prickly heat talc powder for summers Urban middle class individuals As a prickly heat powder which provides a cooling effect removing irritation SWOT Analysis 1. Tie-ups with beauty clinics. Many variants and SKUs help reach wider consumer base 4. Good advertising and visibility through ads 3. Not a very high brand awareness amongst consumers 2. Good distribution and availability owing to parent brand 1. Good understanding of the market being a local player 3. Dermicool 3. Use non-traditional promotional means to increase word of mouth about the product 1. Stay Fresh. Cheap imitation products Competition 1. gymnasiums. Effective functional marketing 2. Explore the untapped rural market 3.Sundeo Summer Powder Parent Company Category Sector Tagline/ Slogan USP Vini Group of companies Talcum Powder FMCG Stay dry. Increasing competition as many companies trying to enter into this segment 2. sports academies etc 2. Foreign players have a higher quality brand perception 1. Nycil 2. Tie-ups with beauty clinics. Keeps you dry & fresh during summers STP Segment Target Group Talcum powder for summers People who sweat a lot during summers but want to evade the side-effects of the same (body odor problems) As an effective solution to the body odor problems due to excessive sweating during summer and provides freshness at the same time SWOT Analysis 1.Shower to Shower Competitors Positioning Opportunity Threats . Good advertising via television commercials Strength Weakness 4. Introduce a similar product for men 2. Allegations of false results of using fairness creams hurts brand image 1. Growing interest in personal grooming amongst Indian female population 5. The brand has a limited market share compared to international leaders 2. Positions itself as an after cream product applicant which kind of differentiates it from fairness creams 4. instantly Provides instant fairness STP Segment Target Group Positioning White toning face powder Young urbane females looking for convenient fairness options As a fairness product to be applied after cream before going out which provides instant fairness SWOT Analysis 1. Lot of competition in the market regarding fairness creams 2. Foreign players also coming in with FDI in retail Competition Strength Weakness Opportunity Threats . Boro Plus prickly heat powder Whitetone Parent Company Category Sector Tagline/ Slogan USP Vini group of companies Face Powder FMCG De goraa nikhaar. Advertisement aligned with positioning 2. The growing urban population leading to higher sense of personal care 1. Good packaging and visibility through TVCs 3.4. Non-traditional promotional means to create word of mouth 1. Almond and olive . The unique ingredients of gold. This oil is absolutely free from harsh chemicals like liquid paraffin.1. Silver: Gives radiant glow. A host of natural ingredients present in it makes your baby healthy and fair. How it works! Gold: Rejuvenates skin and improves complexion. Ponds About Baby's Oil World's first baby massage oil with the goodness of real Gold. Saffron: Imparts fairness. 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 special properties of Neem. Nourishes and strengthens the bones In addition. Nivea Competitors 5. Garnier lite 3. It is clinically proven that regular use of this oil strengthens baby's bones and muscles and also imparts glow and fairness. almond. silver and saffron makes skin fairer and imparts a glow as wells as cures skin ailments to improve the skins feel and texture. Olay 4. coconut and sesame oils along with real flecks of gold. silver and saffron. The oil is a 100% vegetable oil comprising of olive. natural and safe. Almond: Provides vitamins. Mashparni and 24 rare herbs make it pure. Fair & lovely 2. Olive: Strengthen the muscles. Bala. Sona Chandi Healthy & fair Ayurvedic Baby Massage Oil From the established brand of Himani Sona Chandi one new emerged. Silver and Saffron. It is 100% Ayurvedic and 100% safe. Competitive brands and products in the same segment Positioning Strength Weakness Opportunity Threats . emollient and nutritive qualities. Johnson's Baby Oil Parent Company Category Sector Tagline/ Slogan USP Johnson and Johnson Baby care FMCG Love in a bottle.Limited presence in the rural market where indigenous oils are considered better 1. Gentle and moisturizing mineral baby oil STP Segment Target Group Baby care product Babies and mothers 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.Rural market tapping through sachets 3. children playhouses. Mildly perfumed and non staining 4. Promote brand to be also used by mothers 2. This gentle oil is also easy to spread. so it's ideal for baby massage SWOT Analysis 1. Good advertising and reach 6.Tie-ups with hotel chains. crèches 1. A host of natural ingredients present in this oil makes your baby healthy and fair. strengthens muscles and makes your baby stronger and healthier. Turn on a tan with Johnson's Mild. It contains no chemicals and liquid paraffin.oils with its astringent. leaving the baby's skin soft and smooth. The oil doesn‟t helps dry skin in winters 2. Strong backing of the brand by the J&J brand 1. The most widely distributed baby oil brand in India 5. Trusted brand serving for more than 120years 3. J&J Oils are popular amongst urban mothers for their children 3. Approaching rural market and expanding globally 1.Chicco Johnsons Bebe Parent Company Category Sector Tagline/ Slogan USP Johnson and Johnson Personal Care brands . Devloping different varieties of lotions 2. Strong brand backing of JnJ 2. Competitors entering into the segment Strength Weakness Opportunity Threats . Excellent advertising and brand visibility in baby care market makes it a top-of-the-mind brand 4. Excellent global distribution network and availability through multi-brand retail outlets 3.Developing similar kind of products for teenage girls.Gentelle Competitors 4. 3.2.Himalaya herbal 3.Skin care FMCG Young care Ideal for skin care from head to toe STP Segment Target Group Positioning Young care segment Young children and adolescent girls Bebe provides you the care that exactly suits your skin type. High product quality and available in good packaging 1.Limited brand awareness globally as compared to other JnJ brands 2.Figaro olive oil 2.Not present all over the world like other J&J products 1. SWOT Analysis 1. Indigenous products as substitutes Competition 1. Nivea Competitors . Substitute products Competition 1.Bubchen 3.Pears 2.2. Celebrity Endorsements by Indian movie stars help establish strong brand recall and loyalty Strength 5. Intense competition leading to frequent value for money deals & discounts 2. Mostly perceived as an antiseptic product and not used for cosmetic benefits by users 2. With strong international presence in Russia. Distribution problems due to the cluttered segment & scattered Weakness Opportunity Threats . Bihar. MP etc in India 2. Ukraine and Nepal. can be expanded to newer markets 3. Making it available in smaller SKUs and at varied price points will help increasing the consumer base 1. Low import duty enables entry to many foreign players 3. STP Segment Target Group Positioning Herbal skin cream All age groups for skin care As an antiseptic cream and a protector from minor skin diseases and harsh weather conditions. offering medicinal and cosmetic properties. Innovative communication strategy for promoting the product in rural Bengal through „Jatra‟ sponsorship. The antiseptic proposition is alone not sufficient to compete in mass market skin care category 1. with antiseptic and moisturising benefits. Good availability and distribution 1. Strong brand recall 2. Twin benefits of antiseptic and cosmetic 3. SWOT Analysis 1.Himani Boro Plus Antiseptic Cream Parent Company Category Sector Tagline/ Slogan USP Emami Personal care.Skin care FMCG Safed tika. Untapped rural markets in UP. 4. Totally Ayurvedic enriched with natural do-good ingredients 3. taki sardi ki nazaar na lage Value-added cream. Boroline Competitors 2. it needs to come up with a stronger proposition for better market share 2. Endorsed by celebrity brand ambassadors 4. Good product quality and packaging 1. Spurious look-alike brands Competition 1. Emami‟s strong distribution network 2. With old established brands like Nycil in the market.market 4. Many variants and SKUs help reach wider consumer base Strength 5. SWOT Analysis 1. Celebrity overshadows the message to be conveyed through advertisements Weakness USP . Good advertising and visibility through ads 3. Borosoft Himani Boro Plus Prickly Heat Powder Parent Company Category Sector Tagline/ Slogan Emami Skin care FMCG All iz well 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 Target Group Positioning Prickly heat powder Young and middle aged middle class Provides immediate respite from the harsh heat. Emami widened its scope from just a product for backaches to Strength . Seasonal demand 2. Tie-ups with beauty clinics. Shower to shower Opportunity Threats Competitors Himani Fast Relief Parent Company Category Sector Tagline/ Slogan USP Emami Health care FMCG Dard mitaye chutki mein An Ayurvedic potent remedy for all kinds of pain STP Segment Target Group Positioning Pain relief ointment Anyone who needs instant relief from muscular. Increasing competition as many companies trying to enter into this segment 3. Strong celebrity endorsement by Indian movie stars 2. 3. Nycil 2. it can leverage on Boro plus‟ strong brand equity. Dermi Cool 3. sports academies etc 2. gymnasiums. providing instant relief SWOT Analysis 1. As a brand extension of Boro plus. Cheap imitation products Competition 1. SKUs of 2 gm and 5 gm were available at low prices help the product reach a wide consumer cross-section. Explore the untapped rural market 3. It has focused on selling through trade schemes and consumer promotion schemes rather than creating a pull 1. joints and shoulder pain Expert in pain management.3. 1. Appointing sportstars for endorsements would help in differentiation 5. 2. Brands like Iodex which have been there for long pose considerable threats 2.other applications 4. Moov 2. thus cannot contribute to growing the category alone 3. It can extend its northern dominance to the southern. Thus. Pain relief products are not aspirational but necessary items. Sedentary lifestyles will create a fresh demand for pain relievers. The segment is characterised by a small number of players and low penetration. eastern and western markets by creating an extensive distribution network 1. less connect with the audience due to celebrity endorsements. Temporary relief from such products means people often seek proper medical treatment 1. It holds limited market share. 2. Volini Weakness Opportunity Threats Competitors Himani Navratna Cool Talc Parent Company Category Sector Tagline/ Slogan USP Emami Health care FMCG Duniya Ka Sabse Chota AC The unique blend of mint and camphor.Ayurvedic medicines are perceived to be less effective when it comes to providing instant relief as compared to allopathic medicines Competition 1. Iodex 3. Good distribution and availability owing to parent company 1. with the goodness of . 3. Difficult to differentiate in the cluttered market 2. Consumers need to be educated about the necessity of cooling benefits in talcs 2. sweat and body odour SWOT Analysis 1.A brand extension of very successful Navratna oil 1.essential herbs. while its aroma rejuvenates and keeps one fresh throughout the day STP Segment Target Group Positioning Talcum Powder Active youth who face a lot of exposure to sun and heat As a complete solution talc for heat. Created a new category of cool talcs. Limited market share due to strong competition 1. Brand endorsements by top Indian celebrities help establish a strong Brand recall and loyalty Strength 4. Imitation products Competition Opportunity . Extended its portfolio to successful variants like navratna cool talc-active deo 3. renders the desired cooling effect. Relatively new entry in the talcum powder market Threats 3. thus would lead to seasonal demand Weakness 3. Its proposition of coolness limits its usage to summers only. To make „cooling‟ more relevant among general talc users. Making it available in smaller SKUs and at varied price points will help increasing the consumer base 1. No other talc offers this unique cooling benefit 2. attracting new users 2. India with its long summer season provides a good market for talcum powder with cooling proposition 3. sona chandi keshar chyawanprash for older segment. It has introduced product extensions. 2. thus products for everyone. has given it a distinctive positioning. which supported with Below-the-line activities like door-to-door sampling. The communication and packaging which emphasizes on product innovation. Ponds Himani Sona Chandi Chyawanprash Parent Company Category Sector Tagline/ Slogan Emami FMCG Healthcare Sona de surakshit tan. as well as regular point-of-purchase marketing proved to be very successful. The Company launched the „Sona Chandi dhoondo‟ campaign in many Indian cities. participation in fairs and festivals. dealer boards. Good availability and distribution due to strong parent brand 1. an excellent immunity builder STP Segment Target Group Positioning Health Supplement All age-groups middle and upper middle class A complete ayurvedic health supplement which enhances. Dermi cool Competitors 2.the gold and silver elements. chandi de tej dimag 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. rejuvenates health and builds immunity for year-round protection SWOT Analysis 1.1. 4. The brand does not have a high market share and faces stiff USP . Celebrity endorsements by Indian movie stars giving it a high advertising recall Strength Weakness 5. 3. a chocolate variant for children and a summer variant. With Zandu also having a chyawanprash in its portfolio. With increasing pollution and stress levels. With unique ingredients required. the middle class and upper class have started preferring international health brands Competition 1. 1. demand for immunity boosters would increase and chyawanprash could target this need playing on its Ayurvedic features. company needs to figure out how to position himani and zandu distinctly in this product category 3. Zandu Chyawanprash 3.With its strategy focusing on rural markets now. Chyawanprash as product category has matured 2.competition 2. it might end up losing shares in urban market 1. 2. the climbing raw material costs will hit the margins 3. Introduction of newer variants would help better penetration in both rural and urban markets and also help in repositioning for all age groups 3. Dabur Chyawanprash 2. Baidyanath Chyawanprash Opportunity Threats Competitors . It can position itself as a complete food supplement for pregnant women.