Business: Emami enters soap, hand wash categories under Boroplus
Boroplus is Emami’s second largest brand after Navratna with annual sales of about Rs 500 crore. It has about 75% share in the antiseptic cream segment and was largely a winter brand though the company had earlier launched face wash under it. Dynamite News exclusive:
New Delhi: Emami Limited entered the soap and hand wash categories by extending its second largest brand Boroplus into these segments.
The company said this will help the brand and firm to reduce dependence on seasonality which was currently the case with most of its brands, founder and whole time Director Radhe Shyam Goenka and director Priti A. Sureka said.
The Company said soap and hand wash as categories have been growing ever since the Covid pandemic with consumers focusing on personal hygiene whereby Emami decided to advance the foray by a year. “These may be cluttered categories, but not all brands launched recently lend themselves to them. Boroplus has a distinct advantage with its expertise in skin care, antiseptic and also moisturising capabilities. The brand in soaps and hand wash will focus on hygiene and antiseptic qualities as a differentiator with consumers too seeking such products”.
Emami recently extended Boroplus also into sanitizer. Goenka and Sureka said more extensions are planned for this brand. “We want to reduce the seasonality factor in Emami and make some brands like Boroplus all-year round”.
The company is launching Boroplus soap and handwash across channels and it will be priced higher than HUL’s Lifebuoy and lower than ITC’s Savlon and RB’s Dettol.