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Our Bureau

Hyderabad , June 15

CREATING a new segment in the country, Emami Ltd, the Rs 320-crore personal beautycare products company, has announced the launch of Fair and Handsome, a fairness cream for men.

Addressing a press conference here today, Mr Mohan Goenka, Director, said, "We are confident male consumers' heightened image consciousness will fuel growth in the men's grooming market in India." According to Mr Goenka, Emami aims to gain 20 per cent market share of men's fairness cream in Andhra Pradesh by 2005-2006 and reach out through 30,000 outlets.

Following the test marketing of the product in select centres in Andhra Pradesh and Tamil Nadu, this is being launched in Andhra Pradesh, and Emami would gradually reach this product to other centres in a phased manner.

Emami would seek to reposition itself in the market with this offering for men, which has become a big market, Mr Goenka said.

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