Home-grown FMCG company Emami Ltd is not selling its female hygiene brand She Comfort and is evaluating all suitable options for its revival.

The options include entering into licencing pacts, a strategic alliance, or even a joint venture for revival of the brand, NH Bhansali, CEO-Finance, Strategy & Business Development & CFO of the company, said.

Although the brand had a presence in select markets, it was taken off the shelves earlier this year. The company has also not been investing in the brand for some time now.

The focus, for Emami, is on its power brands (Kesh King, Boroplus, Zandu, Navratna, and Fair and Handsome) and other new ones like HE, its men’s only offerings that include deos and facewash.

According to some market sources, Emami may put the ‘She Comfort’ brand on the block soon. Incidentally, ‘She Comfort’ also does not feature on the list of brands that are mentioned on the company’s Web site.

Bhansali, however, denied that the brand is up for sale. “We are not selling the brand. We are looking at suitable opportunities. For example, we may look at strategic alliances or a joint venture or we may give it up for licensing,” he told BusinessLine .

The CFO did not rule out the probability of reviving the brand if there were “exciting ideas”. “We are reworking our strategies and are yet to take a call on what to do with the brand,” Bhansali added.

Emami had acquired the sanitary napkin brand in June 2014 from Mumbai-based Royal Hygiene Care for an undisclosed sum. It had acquired the brand and not the manufacturing facilities.

The nearly ₹3,000-crore female hygiene segment is dominated by companies like Procter and Gamble, HUL and Johnson & Johnson.

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