Emami Looks To Tap Shift To Homegrown Brands After Aatmanirbhar Campaign
A store keeper arranges beauty and whitening products, including Emami Ltd.’s “Fair and Handsome” at a Big Bazaar outlet in Mumbai, India. (Photographer: Prashanth Vishwanathan/Bloomberg)

Emami Looks To Tap Shift To Homegrown Brands After Aatmanirbhar Campaign

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Kolkata-based Emami Ltd. is seeking to cash in on Indian consumers slowly leaning towards homegrown brands following the government's 'Aatmanirbhar' campaign for its newly launched home hygiene products.

The company, which had recently forayed into the home hygiene category currently dominated by the likes Hindustan Unilever Ltd., is looking to become a serious player in the segment with plans to introduce more products in future.

"In the last four-five years these categories started improving due to the Swachh Bharat campaign. Now with the Aatmanirbhar (Bharat), Indian consumers are slowly coming towards Indian brands. Till now these were dominated by MNCs. So, somewhere we have to start," Emami Ltd Director Mohan Goenka told PTI.

Commenting on the company's foray into the home hygiene segment, he said, "We had looked at this category even before the pandemic. We were hesitant to get into the category because it is a competitive category but two-three things really prompted us to take a plunge."

Apart from the size of the category, he said after the coronavirus pandemic it has "almost doubled and in some cases even more than that".

Also read: No Growth For FMCG Companies In 2020, Says Nielsen India

"Beyond that what happened after the Prime Minister's Aatmanirbhar (Bharat) is that there was big renewed interest for big Indian companies from Indian consumers. Lots of Indian consumers are showing interest in Indian companies. We thought this is the right time to get into this category where it is dominated by multinational companies," Goenka said.

The company has entered the home hygiene segment with products under 'EMASOL' range of products with disinfectant floor, toilet and bathroom cleaners along with 'antibacterial' dish wash gel and an all-purpose sanitiser products, the overall market size of which estimated to be around Rs 4,000 crore.

"We have launched five new products. There are more to come now," he said.

Expressing confidence of doing well in the new segment, he said, "We have a strong belief that hygiene is going to stay. Lots of categories will die down post the (Covid-19) vaccine. The basic hygiene products, they will always last. Once the consumer gets into the habit of hygiene they never go back."

The current categories like "wipes, sanitisers these will get slowly eliminated after the vaccines" but the categories like dishwash, floor-clean these will always remain, he asserted.

Also read: Emami Confident Of Delivering Stronger Performance In FY21

Goenka further said, "Emami has been a niche player but this is a very large category. If we are successful in this, 3-4% of the market is nothing. What we also believe is that there are local players and then the multinationals. In this category you can take a lot of (share) from local players based on our pricing and distribution. It is going to be interesting."

In the first year of launch of Emasol, Goenka said the company is looking at a revenue of Rs 25 crore to Rs 30 crore and it has earmarked an advertising budget of Rs 15 crore to Rs 20 crore.

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