Emami eyes over 20% growth in sales during winters

Driving on the robust growth of its various brands including Boroplus and Zandu Chyawanprash, FMCG firm Emami is aiming for over 20 per cent growth in sales during the winter season.

According to company sources, the Kolkata-headquartered firm had reported sales of around Rs 500 crore during the last winter season. The FMCG player said it will increase its investments on marketing by over 30 per cent this winter. The company anticipates a bullish performance from its portfolio of brands--Boroplus, Zandu Chyawanprash, Zandu Kesari Jivan, Sona Chandi Chyawanprash and Vasocare, Emami said in a statement. "It (Emami) expects these brands to push sales during winter in excess of over 20 per cent," the company added.       Emami said it is banking on a combination of heritage and contemporary brands to accelerate its winter sales which is driven by a preventive care consumer mindset – from skin protection to immunity booster. "There would be special thrust on Zandu Brands this year --Zandu Kesari Jivan and Zandu Chyawanprash with an eye to grab a larger pie of the more than Rs 350 crore Chyawanprash market," the company said. The company during the last winter season had invested around Rs 75 crore crore on marketing which will be raised to around Rs 100 crore this season. Emami said it will be going for aggressive marketing plans focusing on urban markets for Boroplus extensions and at the same time increasing their growth in rural markets. "While there will be a considerable investment in the modern trade for increased urban penetration, for our rural consumer base we will be taking the route of the age-old folk art form of 'jatra' (rural meet) for sampling, brand promotions, merchandising, in play product promotions etc in
the Eastern region market," Emami Ltd Sales, Supply Chain and Human Capital CEO N Krishna Mohan said. He added that for the Zandu portfolio, the company will be launching a reasonably priced format of Zandu Balm worth Rs 2 each. Emami shares were trading at Rs 591.30 a share, down 0.21 per cent in the afternoon trade.