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Tag: Harsha V Agarwal

  • Emami forays into juice category with AloFrut

    Emami forays into juice category with AloFrut

    Mumbai: Emami Limited, one of the leading personal care and healthcare companies in India has forayed into the juice category with ‘AloFrut’ through strategic investment in Axiom Ayurveda Pvt Ltd (“Axiom”) and its subsidiaries/associates by acquiring 26 per cent equity stake for an undisclosed amount.   Axiom markets beverage products under the brand “AloFrut”.

    AloFrut juices are the most refreshing and healthy fusion of aloevera pulp and fruit blends.  Aloevera is known worldwide as a rich source of vitamins, minerals and essential amino acids. It is available in multiple unique flavours.    Apart from AloFrut, which constitutes the key business of the Axiom Ayurveda, the company has a unique range of carbonated beverages that includes mocktails and energy drinks.  It is also present in Ayurvedic healthcare juice segment under the Jeevan Ras brand.    The Company has its own manufacturing facility in Ambala, Haryana and is setting up a fully automated state-of-the art modern new facility in Jammu (Kathua) at a cost Rs 160 cr.   AloFrut has a strong market presence across general trade, government institutions, modern trade & e-commerce platforms.

    Emami Ltd vice chairman & MD Harsha V Agarwal said, “We are delighted to announce our partnership with Axiom Ayurveda through a strategic investment in equity. This marks our entry into the juice category with ‘AloFrut’. With health & wellness being the buzzword for consumers today, we see tremendous potential in the segment. “AloFrut” product offering is very unique as these beverages are based on Aloe pulp inclusion in fruit juice which provides a perfect mix of taste and health together. We are excited to be present in this category which is in line with our corporate growth strategy to invest in categories or brands that not only have synergy with our existing business but offer potential for growth.  We look forward to add meaningful value to the brand.”

    Commenting on the development, Axiom Ayurveda Pvt Ltd founder Rishabh Gupta said, “Now-a-days consumers are moving away from the carbonated beverages and are looking for a healthier alternative with an equal importance to taste. Considering this trend where consumer is focussing on taste and health, we have tried to offer a perfect blend of the same which is a big differentiator from other beverage company offerings. We strongly believe in the potential that our brand has to offer.   It is exciting to have Emami come on board as a  strategic partner with wide industry experience who shares  our vision to make Alofrut a leader brand.”

  • Emami reports consolidated net sales at Rs 807 cr

    Emami reports consolidated net sales at Rs 807 cr

    Mumbai: In a recently organised board of directors meeting, Emami reported consolidated net sales of Rs 807 crore in Q2 FY23, which ended on 30 September 2022, which grew by four per cent and posted a three-year CAGR (compound annual growth rate) of eight per cent.

    Due to continued inflation, rural slowdowns, and liquidity pressure, the domestic FMCG industry remained soft during the quarter, and demand sentiment remained muted. 

    Net sales increased by eight per cent during the quarter, excluding the pain management and healthcare ranges, which saw corrections due to lower consumption of covid contextual products and the new subsidiary, Helios Lifestyle.

    Modern trade and e-commerce both performed exceptionally well, increasing by 28 per cent  and 55 per cent , respectively. The contribution of modern trade and e-commerce channels to domestic revenues increased to 16.5 per cent in Q2FY23.

    International business grew by 17 per cent in the third quarter, owing to strong performance in most markets. The MENA and CIS regions performed well in international markets. 

    Gross margins contracted by 230 basis points in Q2FY23 due to inflationary pressures combined with an unfavourable portfolio mix due to exceptionally high sales of pain management products last year.

    PBT fell 18 per cent year on year to 186 crore due to the previous year’s pressure on gross margins, the inclusion of new subsidiary costs, upfront marketing investments, and strategic outlays on distribution expansion in rural, digital, and modern trade channels. On a three-year CAGR basis, it grew by 17 per cent.

    PAT of Rs. 180 crore fell three per cent year on year but increased 23 per cent year on year. Nonetheless, when compared to peers, the company has one of the highest gross margins at 66.6 per cent, PBT margin of 23 per cent, and a PAT margin of 22 per cent.

    Helios Lifestyle (The Man Company) became a subsidiary of Emami after increasing its stake from 49.53 per cent to 50.40 per cent. The board of directors declared an interim dividend of 400 per cent or four rupees per equity share.

    Emami Limited vice chairman and managing director Harsha V. Agarwal said, “We are happy that despite the challenging business & industry environment, the first half delivered net sales growth of 10 per cent. With our strong focus on cost control, distribution expansion, aggressive marketing campaigns, and driving penetration, we expect to deliver double digit growth with healthy margins in the second half. Thus, on a full year basis, we aspire to deliver double digit growth with higher Ebitda (earnings before interest, taxes, depreciation, and amortisation) than the previous year for our core business.”

    Emami vice chairman and whole-time director Mohan Goenka said, “Consumer demand remained muted across markets with high inflation affecting consumption, especially in the rural markets. As anticipated, we witnessed a correction in the Covid contextual portfolio of pain management and healthcare products, which grew significantly during the last two years. In the given context, the quarter delivered a low single-digit growth on a year-on-year basis, however, the 3-year CAGR has been impressive with a high single-digit growth of eight per cent if compared to pre-pandemic levels. Our international business also maintained its strong run, delivering a double-digit growth of 17 per cent, notwithstanding various global and geo-political uncertainties.”

  • Publicis Media Bags Creative Mandate of Emami’s Navratna

    Publicis Media Bags Creative Mandate of Emami’s Navratna

    MUMBAI: After following a multi-agency pitch, Publicis India has bagged the creative mandate of Emami’s Navratna one of the premium brands of oil. Publicis India will be responsible for the brand, including advertising plans, developing strategic direction and creating digital ideas. The services will be executed from the agency’s New Delhi office.

    According to Emami Limited director Harsha V Agarwal, “We are happy to be partnered with Publicis India. They bring onboard their insights on brand-building gathered over years of experience in marketing communication, which would be of much value.”

    Publicis India MD Srija Chatterjee said, “Emami is a leading name in the FMCG space and we are delighted that our communication idea found resonance with what Emami has in mind for its brand Navratna for the Indian market. Despite Navratna being a familiar name with the masses, they have high expectations in terms of where they aspire to be in a few months from now. We are confident they will achieve this dream in the quickest and best way possible.”

    Emami’s Navratna Oil is the clear leader in its category, providing numerous benefits to its ever-growing consumer base. Ayurvedic Hair Oil provides relief from daily mental and physical stress. It not only provides therapeutic solutions to specific head and body-related ailments, but offers beauty and nourishment benefits to the users as well.

    Publicis Worldwide, India is part of Publicis Communications in India and operates in Mumbai, Delhi (NCR) and Bangalore. The agency has won Indian and international award including Cannes Lions, Clio, One Show, D&AD, Spikes Asia, Effies, and Abbys.

    The agency works for clients including Nestle, Nerolac, Skoda, Garnier, Citibank, Zee, Heineken, HDFC Mutual Funds, Balaji Wafers and many others.

  • Varun Dhawan to endorse Emami Navratna Cool

    Varun Dhawan to endorse Emami Navratna Cool

    MUMBAI: Navratna, one of the power brands of Emami Ltd has roped in Bollywood actor Varun Dhawan to endorse its Navratna Cool range. As per the brand, the popular actor, known for his massy youth appeal and versatility is going to add freshness to Navratna Cool as its new brand ambassador.  

    Navratna shared in a press release that Navratna Cool’s association with Varun Dhawan is expected to be manifold. “Varun embodies freshness, vitality, and energy which is in complete sync with the brand’s core benefits. He is highly popular in certain segments where the brand hopes to drive consumer preference and grow the business. His continuous rising popularity will help the brand with even higher recall value,” the release read.

    Speaking on the occasion, Emami Ltd director Harsha V Agarwal said, “We are very excited to have Varun Dhawan on board with us. His super cool image and versatility is a perfect fit for our brand Navratna, which is well known for its cool quotient. Introducing Varun as Navratna Cool’s new face is a step towards accelerating our growth plans for the brand. His strong connect with his fans across ages will help us connect better with both existing and new consumers to take the brand to newer heights.”

    Varun Dhawan added “I am happy to be associated with Navratna. It is a brand that is super cool and I like it as it keeps people cool. I look forward to enjoying my association with Navratna Cool and connecting with a whole new lot of consumers.”

    Navratna Cool will launch Varun Dhawan in their new commercial which will go on air across all channels this week. The new communication reinforces product superiority of Navratna Cool vs other options considered by consumers. The TVC directed by Luv Kalla and shot in the UK will have the actor showing off some cool dance moves in a double role.

  • Emami urges men to be interesting with ‘He’

    Emami urges men to be interesting with ‘He’

    MUMBAI: Metrosexuals have busted what was once a predominantly female bastion – cosmetics. Reason why more and more such companies are entering the Indian market; deodorant manufacturers being one of them.

     

    Joining comparatively new entrants like ITC’s Engage and Vini Cosmetics’ Fogg and veterans including Axe and Park Avenue is the Rs 1821 crore FMCG major Emami’s brand new deodorant ‘He’.  With the pan-India rollout of ‘He’ currently underway, in the initial phase, the deodorant will  be available across all markets with a special focus on 23 top cities including metros, mini metros and tier I and tier II cities in the north, west and east. ‘He’ will be introduced in Hyderabad and Bangalore in the second phase.

     

    So what made Emami enter an already crowded turf? “It is a big and growing category and hence, has the potential for differentiated offerings. We don’t believe in entering any category or launching any product just for being there. We only enter a category when we are able to get the right mix for the launch of any product and have the strategy in place to attain success,” says Emami director Harsha V Agarwal.

     

    Agarwal argues that the deodorant segment has dynamic prospects as the level of penetration is very low. Also, in this category, not too much brand loyalty is exhibited by consumers as there is a multitude of me-too brands to choose from. Importantly, ‘He’ makes a differentiated promise to the customer of ‘being interesting’ as opposed to ‘being normal’ which is ‘boring’. Adding to the appeal is an unique fibre mould packaging which is sure to attract customers’ attention.

     

    ‘He’ will be launched in six variants—Smart, Confident, Extrovert, Recharge, Ruler and Magician. What’s more, actor Hrithik Roshan has been roped in as brand ambassador. “Hrithik is the youth icon, popular amongst the youth and teenagers both.  He is different from the run-of-the mill actors and has never hesitated to take up interesting and challenging roles, resulting in many blockbuster films,” says Agarwal about the choice of ambassador. As for the name ‘He’, he says, “It is short, synonymous to masculine, so an apt name.”

     

    Emami is undertaking an extensive social media marketing campaign #WhoisHe in the pre-launch phase. The launch is supported by 360 degree integrated communication including digital media. The campaign featuring Hrithik has been conceived and developed by Leo Burnett.

     

    According to a brand consultant, there is enough space in the market. Pricing will play a factor if people will pick it up from the shelf.

  • Zandu Sona relaunches with Bheem-stein

    Zandu Sona relaunches with Bheem-stein

    MUMBAI: Emami has rolled out a new campaign for its Chyawanprash brand, Zandu Sona Chandi.

     

    The campaign is created by Scarecrow Communications. The agency’s founder director Raghu Bhat said, “Our communication had to establish the dual benefits and product superiority of the brand in a mother’s mind. We used the insight that a mom wants to make her child’s dream come true and also a creative device of ‘Bheem-stein’ to drive home the functionality. The use of a child as a fighter pilot in the opening sequence is another visual that adds to recall of the ad.”

     

    On the new campaign, Emami director Harsha V Agarwal said, “This year post revamping the entire marketing mix, we launched Zandu Sona Chandi Chyawanprash Plus. The objective of the re-launch is to offer the consumer a completely differentiated and relevant offering that keep’s up with today’s needs.  Immunity is a generic offering by the Chyawanprash category, by fortifying our product with natural nootropic agents, our product offers the added benefit of mind power which is a category first and relevant in today’s competitive space. We expect the re-launch to reposition the age old category and give Emami a far larger role in the wellness space”

     

    The TV campaign is supported with press, outdoor and cinema advertisingScarecrow Communications founder director Arunava Sengupta added, “It was very important for us to deliver the product promise of ‘Plus’ in an emotional yet hard hitting manner. Something that sticks with the viewer.”

     

    Apart from Zandu Sona Chandi, Scarecrow Communication handles four other brands from the Emami portfolio.

  • Scarecrow relaunches Emami’s Sona Chandi Chyawanprash brand

    MUMBAI: Emami‘s Sona Chandi Chyawanprash has launched an ad campaign which is conceptualised by Scarecrow Communications.

    Directed by Gajraj Rao of Code Red Films, the campaign with the idea of ‘Kabiliyat bane Kaamyabi‘ aims to bring alive the brand in a candid and emotional manner that connects with its primary target audience, mothers.

    Emami director Harsha V Agarwal said, “A mother‘s role as a nurturer and caregiver is indisputable. Through our new campaign, we aim to reach out to the mothers with our core product benefits. While the Gold improves immunity, the Silver in Sona Chandi Chyawanprash sharpens the mind, thereby helping the mother to protect her family‘s health and realise their true potential.”

    According to Scarecrow Communications founder director Raghu Bhat, the challenge was to communicate the product benefits and also to ladder it to an emotional payoff that flows seamlessly from the product. Hence the move to position Sona Chandi as a brand that can help fulfill human potential. “The three words – Kabiliyat bane kamyabi‘ capture the essence of the new brand idea in a powerful, pithy manner,” he said.

    The company has launched two ad films. Both show that the Sona Chandi increases immunity of people, helping them to do what they want to and achieve success.

    For the record, Sona Chandi has used celebrities such as Sunny Deol, Sourav Ganguly and Shah Rukh Khan in its advertising in the past.