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“Modern trade works well for FMCG brands of Emami”

By Swaminathan Balasubramanian | September 14, 2018

India’s leading FMCG brand Emami Limited finds modern trade supportive. The company has engaged a research agency to understand the shopper stratergy and give insights into consumers’ purchase decisions. Madan Mohan Pandey, President, Sales-Consumer Care Division, Emami Limited, shares the latest updates from the company.

How many SKUs you have in all and what is your reach?

We have close to 150 variants of SKUs in all. We are directly present in 9 lakh outlets in the country and our indirect reach would be higher. We have our reach in both urban and rural market. Modern Trade and E-commerce are also doing well for us. Modern trade is growing very fast and is contributing around 30 - 40% of our sale.

What are the recent products that are moving well for you?

We have recently launched hair colours under the brand name Emami Diamond Shine Crème Hair Colour, which is receiving good consumer response. Another new product, Fair and Handsome Laser 12, a premium variant of one of our power brands Emami Fair and Handsome brand, is also having key momentum in the market. Other fast-moving products for us include BoroPlus Healthy White Fairness Cream and our facewash brands. Deodorants, under HE male grooming, is also making good numbers.

What are the new categories/products in the pipeline?

New Product Development is an intrinsic ongoing process for any FMCG player and we are no exception. Our NPDs are doing really well. For example, recently, HE Deodorant has launched a Pocket Deo format which is receiving quite encouraging consumer response.

Do you think purchase decision happens only in store/ e-cart?

According to me, in many categories, 40 - 50% of the decision happens inside the store. For example, a product like deodorant. Customers, who are open to try out new product decisions, are mostly impromptu. However, there are some products which are bought as a part of well-planned, thought in advance decision. For example, hair oil is a planned purchase.

What are the in-store activities you do?

Our key USP is the competitive pricing. Emami products offer value for money.  Further, we undertake a lot of retail innovation to enhance our product visibility. We create visibility through on ground promotions, endcaps, parasites, floor-stacking. For B2B formats, we focus more on floor stacking.

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