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Rs 700 crore business entity engaged in manufacture and marketing of health, beauty and personal care products that are based entirely on ayurvedic formulation.
Established by Mr. R S Agarwal and Mr. R S Goenka in 1974, Emami Limited has over 25 brands under its portfolio. The focus is on providing the consumers with innovative products which are capable of meeting their multiple needs and add value by enhancing the quality of life. Through innovative and power brands Emami touches the lives of all consumers, spanning across various income groups in both urban and rural India. Emami’s success story is not only weaved around the holistic healing system of ayurveda, but also in its product innovation, dynamic and focused leadership, a strong supply-chain management and unwavering commitment to partners and stakeholders.
The company’s financials show it has repeatedly outperformed the industry standards. Emami Ltd has maintained a CAGR of 25% over the last three years compared to the industry average of 16-17%.
Understanding the human needs and fulfilling them by dint of technical research is a positive feature of Emami. This is being made possible by Himani Ayurveda Science Foundation (HASF) that generates the very best of ayurvedic formulations. The foundation’s unique range of healthcare products aptly caters to consumer needs. The world class quality control methods and processes maintained by HASF ensure optimum utility of each ingredient. The foundation is completely engaged in constant innovation and pharmaceutical enhancements.
Boroplus brand is the market leader in the antiseptic cream segment; the Navratna Oil is also in the pole position in the cool oil segment. Fair and Handsome is the pioneer in the fairness cream for men segment. Emami’s products in different categories like cool oil, antiseptic cream, fairness cream for men, and the crème herbal hair pack have carved a niche for themselves in their respective segments.
Boroplus has been selected as among the top 100 brands by the Brand Equity of The Economic Times. In 2006 and 2007, Navratna has been ranked the 6th Most Energized Indian Brand by the DY&R Brand Asset Valuator.
Sona Chandi Chyawanprash, Himani Fast Relief, (ayurvedic pain relief ointment) Mentho plus (pain balm), Hairlife (crème herbal hair pack) and Emami Malai Kesar (cold cream) are also major players in their respective categories. Brand extensions have helped Emami consolidate its position in the market and also cater to varied consumer needs.
Emami has recently entered the glycerine soap category with Emami Pure Skin and petroleum jelly category with Emami Vasocare.
Emami has successfully established its brands through strong celebrity endorsements. It is the only corporate entity in the country to have both Amitabh Bachchan and Shah Rukh Khan as brand endorsers for the same brand, Navratna. The concept of brand endorsement by celebrities has been successfully experimented in case of 25 brand launches. Besides Amitabh and Shah Rukh, other celebrity endorsers of Emami’s brand include Madhuri Dixit, Kareena Kapoor, Govinda, Sourav Ganguly, Chiranjeevi, Surya and Upendra among others.
Emami has also taken up a major revamping project to enhance the sales and distribution, human resources development and logistics with the globally renowned professional advisory services firm, Ernst and Young. ‘Project Navodaya’, as it is truly called, will help Emami fast track its topline and bottom-line growth and build a robust platform for growth initiatives
Emami covers all the states with 28 depots across India. Its supply-chain management assumes immense significance which was aptly reflected through remarkable expansion in dealer-distribution network, outlets and manpower. The domestic sales and distribution division directly covers 4,00,000 outlets all across the country along with an additional 2100 modern retail outlets. Emami’s products reach out to nearly 30 lakh retail outlets across India through 4,000 distributors.
The company has ultra modern manufacturing facilities all across India including Kolkata (West Bengal), Guwahati (Assam), Pondicherry, Uttaranchal and Baddi (Himachal Pradesh). It has adopted the Total Quality Management system and all its manufacturing facilities have received cGMP and ISO 9001:2000 certifications.
Recently Emami Limited with an investment of Rs 700 crore has acquired major stake in Zandu Pharmaceuticals Works Ltd on the basis of huge business synergy between Zandu and Emami.
Emami Ltd has recently been conferred the Most Enterprising Company of the Year by IIPM (Indian Institute of Planning and Management) and The Sunday Indian publication of the Planman Media Group. In 2007, the company received the Institute of Cost and Works Accountants of India (ICWAI) Award for Excellence in Cost Management.
In East India Emami occupies leadership in sectors such as paper and newsprint, private hospital, edible oil, bio-diesel and real estate. Emami also has presence in ball pen tips manufacturing, contemporary art and retail chain with Frank Ross and Starmark. Emami has also signed a MoU for a cement plant in Chattisgarh.