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Emami Limited forays into personal hygiene space with Boroplus

By Retail4Growth Team | June 19, 2020

After hand sanitizer, BoroPlus –Antiseptic Cream, fmcg major adds toilet soaps and hand washes to its personal hygiene portfolio

After a successful entry into the hygiene space with the launch of BoroPlus Advanced Anti- Germ Hand Sanitizer in April 2020, Emami Limited, the Indian FMCG major takes another leap and expands its BoroPlus Hygiene Range with the launch of toilet soap bars (BoroPlus Antiseptic + Moisturizing Soap) and hand washes (BoroPlus Antiseptic + Moisturizing Handwash).

Powered by natural antiseptic herbs, the BoroPlus Hygiene Range currently comprises an assortment of hand sanitizers, toilet soaps and hand washes that are clinically tested to kill 99.99% of germs and viruses. Also, enriched with moisturising ingredients, the BoroPlus Hygiene Range not only helps to keep skin germ-free but also helps retain the skin’s moisture content keeping it soft and supple.

Speaking on the occasion, Priti A. Sureka, Director, Emami Limited said, “The foray into personal hygiene was part of our innovation plan on the brand – we are looking at the category from a long term perspective, building the ‘cleansing’ part of the range to complement the ‘care’ products.”

“We’ve seen several consumer behavioural changes with respect to personal hygiene, which has become a new way of life and we believe increased hygiene consciousness is here to stay. Keeping this in mind, we have endeavoured to bring forward our launches in the hygiene segment – we also anticipate an increase in demand owing to the lockdown being gradually lifted. We started with the launch of the hand sanitizer for which we have witnessed very positive consumer traction. Now we have extended our portfolio into toilet soaps and hand washes.”

BoroPlus Antiseptic + Moisturizing Soap Bars and Hand Washes are available in 2 variants – one with Neem, Tulsi & Aloe Vera and the other with Neem, Eucalyptus & Honey. Being true to its antiseptic equity, leveraged through natural ingredients, BoroPlus Advanced Anti-Germ Hand Sanitizer, launched in April, is also enriched with herbs – Neem and Tulsi in an alcohol base of 70%.

Emami will leverage its full distribution strength in order to make these products available all over the country, along with capitalizing the digital medium owing to the increased presence and prominence of e-commerce platforms.

 

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