The Hindu Business Line : Emami extends brand Navratna to talc

Personal and healthcare products company Emami Ltd has set a target of making Navratna, its hair oil brand, a Rs 200-crore one by December 2006, and as a first step today launched Navratna Cool Talc, described as the first extension of the brand.

Briefing newspersons here today, Mr Harsh Agarwal, Director, Emami Ltd, said the new product, the second offering from Emami's Navratna stable, would be endorsed by Bollywood star Shah Rukh Khan. The Navratna brand is said to be growing at 20 per cent annually. He said the plan was to achieve Cool Talc sales of Rs 40 crore in the next two years.

The company has set aside Rs 10 crore for the brand promos this year, which will also include an ad film featuring Shah Rukh.

The company launched the specially made ad film featuring Shah Rukh, which is set to hit the media, both print and electronic, within the next four to five days. Directed by Prahlad Kakkar, the ad has been conceptualised by RMG David.

Describing Navratna Cool Talc as a "natural' product, he said it was being positioned as Duniya Ka Sabse Chhota AC, which offered the "much-required cool and icy" sensation in the scorching summers.

The product is priced at Rs 75 for a 300-g pack and Rs 30 for 100 g. According to Mr Agarwal the company intends to leverage these products to further grow the market and Navratna's share of that. The new offering is a step in that direction".

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