Emami targets Rs 500 cr from winter care sales

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Kolkata: FMCG major Emami Ltd has launched a major marketing drive to push its winter care products.

“We are targeting about Rs 500 crore sales with our winter products through aggressive marketing plans, positioning and pricing strategies," said Aditya V Agarwal, director, Emami Group of Companies. Emami's winter care brands include Boroplus Cream and Lotion, Sona Chandi Chyawanprash, Malai Kesar Cold Cream and the Zandu brands. "With the Zandu products, we are even more charged up and aim to further fortify our market share," he added.

Emami plans to spend over Rs 40 crore this winter on advertising and sales promotion for its winter care brands.

Armed with a wider bouquet after the Zandu acquisition, the Rs 750 crore Emami Ltd will use the likes of Amitabh Bachchan, Shah Rukh Khan, Sachin Tendulkar, Harbhajan Singh, Zaheer Khan, Kareena Kapoor and Rituparna Sengupta to promote its products.

While a sales target of about 225 crore has been set for Boroplus, which will make it the biggest contributor to the winter sales kitty, the other major revenue earners will be MenthoPlus and Sona Chandi Chyawanprash with a sales target of Rs 80 crore and Rs 30 crore respectively. The target for the Zandu winter brands has been set at over Rs 100 crore, said Agarwal.

Boroplus dominates the Boro cream market with a 75% market share. To ensure a bigger connect with consumers, new TVCs for Boroplus Antiseptic Cream as well as Boroplus Lotion have been worked out, he said.

Besides, Boroplus, the TVC on Sona Chandi Chyawanprash which has Shah Rukh Khan paired with Rituparna Sengupta has been noticed.