The Hindu Business Line : Emami hopes to make Boroplus a Rs 125-cr brand

THE Rs 700-crore Emami Group, with significant presence in the personal and healthcare products segment, on Wednesday announced major plans to make its `Boroplus' a complete skincare brand by 2007.

Emami Ltd has set a target for making Boroplus into a Rs 125-crore brand by the end of the current fiscal. The company's Navratna Oil, endorsed by the Big-B, is a market leader in its segment with a 50 per cent market share, notching up annual sales of Rs 100 crore. Some 44 crore pieces are sold every year.

Emami has roped in Kareena Kapoor to join its club of brand ambassadors, and has recently launched its first advertising campaign featuring the star, for Boroplus.

"The theme revolves around a traditional Indian wedding, communicating the `winter skin protection' qualities of Boroplus. Directed by Prahlad Kakkar, the concept of the ad has been devised by Ambience Publicis Advertising Pvt Ltd.

Talking to Business Line, Mr Aditya Agarwal, Director, Emami, said at present, in the antiseptic cream category, Boroplus commanded a market share of nearly 64 per cent, with some 7 crore pieces sold every year.

He said Emami's Prickly Heat Powder had a market share of 21 per cent. Mr Agarwal said "aggression is the key word for the Rs 100-crore plus brand, currently growing at 13 per cent annually."

Describing Boroplus as one of the flagship brands of Emami, he said it was launched in 1982, and became a market leader in the mid 90s.

Outlining their plans for growth over the next five years, Mr Agarwal said apart from expansion of the existing businesses, the group was also actively pursuing growth through acquisitions, both of companies and brands in the FMCG sector.

Two subsidiaries of Emami - Emami UK Ltd and Emami Bangladesh - are expected to commence operations shortly.

Jatropha project: On the proposed jatropha project, he said the West Bengal Government has allotted 50 acres at a place near Bolpur in Birbhum district for jatropha cultivation. The company is now examining the scope of floating a joint venture with a leading European company for production of bio-diesel, which may be the first of its kind in eastern India.

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