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Marketing Management | Fairness Cream for Men: Creation of a New Category

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Fairness Cream for Men: Creation of a New Category

- by Kunal Gaurav *

Previous

Page - 7

Exhibit 1: Emami Limited

Emami (700 crore), which started as a cosmetics manufacturing company in the year 1974, advancing with increased momentum has expanded into Emami Group of Companies of today. Even though cosmetics and toiletries continue to be the main thrust area, the other companies in the Emami Group are performing equally brilliantly. From health care institution to medicines, from real estate to retailing and, from paper to writing instruments, Hospital, Emami is creating one success story after another.

The company's dispersed manufacturing facilities are complemented with a strong product throughput, facilitated by a robust distribution network of over 2100 direct distributors and 3.9 lakh retail outlets. With a view to reach its products deeper into the country, direct selling has been extended to rural villages. As a result, rural sales increased substantially in 2003-04 compared to the previous year. Emami is headquartered in Kolkata. The company's branch offices are located across 27 cities in India. Emami's shares are listed on the Calcutta Stock Exchange and Bombay Stock Exchange.

The Product Portfolio can be broadly divided into three Umbrella's.

Emami - The products under this Umbrella Brand promise care for the skin. The range consists of Skin care, Hair care, Dental care & Men's care products.

Himani - Products under this Umbrella Brand promise cure. The range consists of OTC medicines.

Ayucare - A range of new Life style enhancing products comprising of Single ingredient herbs, food supplements, Neem & Aloe Vera range, Ayurvedic tea, Massage oil, Essential oils & blends.

Next


* Contributed by: -
Kunal Gaurav,
Research Scholar,
ICFAI Institute for Management Teachers, Hyderabad.


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