Emami Ltd has introduced a new variant of Navratna Oil. The product in the category named Navratna Almond Cool Oil is being positioned as a value-added ayurvedic oil.

Primarily targeted towards women who prefer non-sticky oils, the product is expected to help the Emami’s hair oil brand portfolio to reach out to a wider consumer base.

Actress Shilpa Shetty has been roped in to endorse the new variant, who joins the Navratna Cool Oil endorsers’ club after almost a decade.

Speaking on this occasion, Harsha Vardhan Agarwal, Director, Emami Ltd, said, “Navratna has been the popular choice of the consumers for cooling, relaxation and relief for more than two decades. Navratna Oil enjoys a volume market share in excess of 60 per cent and is a category leader".

He said the new introduction is prompted by faster growth in the premium segment. “The value added consumer market has been growing at a faster rate due to premiumisation and specificity of benefits being offered. Hence, with Navratna Almond Cool Oil, we are confident of reaching out to a wider audience which will help us to consolidate our leadership position and accelerate the brand’s growth to further heights,” he added.

A new television commercial featuring Shilpa Shetty has been developed by Orchard India and directed by internationally renowned ad filmmaker Uri Shizer.

The Rs 700 crore plus Navratna branded products now consists of Navratna Oil, Navratna Xtra Thanda Oil and Navratna Almond Cool Oil and is endorsed by Amitabh Bachchan, Shah Rukh Khan and Shilpa Shetty.

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