Emami Biotech, part of the Rs 3000 crore Kolkata-based Emami Group, is planning to invest Rs 10 crore in building its first food and beverage brand Healthy & Tasty in Orissa market.
?Orissa is one of the key markets for Emami?s Healthy & Tasty brand,” said Emami Group director Aditya V Agarwal. Stating that the company is expecting that Orissa will contribute about Rs 300 crore revenue in the first year of the launch, which is about 5% of the total revenue, the director said the company plans to enter the state with a strong distribution network of 5000 retailers and about 30 distributors to promote the brand in Orissa. According to him, the company is going to invest Rs 10 crore in the next three years to promote the marketing activities in the state.
Agarwal, who was here to launch the Healthy & Tasty edible oil brands in Orissa market, said the company aims at being among the top two edible oil producers in the country with a 10% market share in the Rs 10,000 crore industry within 2015. Orissa is the third market to launch the brand after West Bengal and Karnataka. The total consumption of refined edible oil in Orissa is estimated at about 30,000 tonnes per annum and Emami aims at cornering 10% market share during the initial stages, he added.