Fast moving consumer goods maker Emami is expecting a 20 per cent spurt in its sales in the current winter season on the back of aggressive marketing and distribution initiatives. The Kolkata-based player has increased its advertisement spends by 35 per cent for the season.
The company is banking on a combination of heritage and contemporary brands such as Boroplus, Zandu, Sona Chandi Chawanprash and lipcare brand Vasocare to accelerate its winter sales.
“We have made considerable investment in the modern trade for increased urban penetration. For our rural consumer base, we will be taking the route of the age-old “jatra” (village fairs) for sampling, brand promotions, merchandizing and in-play product promotions in the Eastern market,” said N Krishna Mohan, CEO, – Sales, Supply Chain & Human Capital of Emami Ltd.
While the company is bullish on its skin care segment, lip care is also growing fast. Krishna Mohan said that the category is currently estimated at Rs 77 crore and is growing fast.
“We hope to leverage our strong distribution network across the country comprising 3,500 distributors and presence in over 4 million retail outlets to expand the market for lipcare. We expect this product range to grow across all demographic segments in the coming years.”
New campaigns
The company will also be launching new TVCs with 5 new brand ambassadors namely Saina Nehwal, Sushil Kumar, Mary Kom, Vijendra Singh and Gautam Gambhir.
PTI adds : “There would be special thrust on Zandu Brands this year, Zandu Kesari Jivan and Zandu Chyawanprash with an eye to grab a larger pie of the more than Rs 350-crore Chyawanprash market,” the company said.