FMCG major Emami has introduced a special pack for its men's fairness facewash, 'Fair And Handsome', targeting rural audiences and those in Tier III and Tier IV cities/towns.
Coming at Rs 10 for a seven gram pack, Emami claims the product packaging to be unique - "tube packed in a flow wrap covering".
Mohan Goenka, Director, Emami, said: “The launch of the new face wash pack is expected to cater to the aspirations of value-conscious men in untapped markets, beyond urban metro cities.”
These will also include rural and Tier III and Tier IV cities.
The market size of the men's facewash category, which includes the fairness ones, is pegged Rs 250 crore with a 30 per cent growth rate year-on-year. Approximately 80 per cent of face wash sales come from urban India. Fair and Handsome enjoys a market share of 12 per cent.
"This reflects the vast potential of the segment to expand its penetration level to other demographies as well," Emami said in a release.