EMAMI-OWNED HAIR OIL BRAND REJIGS WITH FOCUS ON IMPROVED FORMULATIONS,ONLINE PRESENCE

摘要

Eyes expansion in southern States,dominated by regional players In June 2015,Emami Ltd acquired’Kesh King',an ayurvedic hair oil and shampoo brand,in a ￡1,651-crore deal.The costliest acquisition was expected to pay off,given the virtual monopoly that Kesh King enjoyed. With the implementation of demonetisation and GST,and its impact on trade channels,the script changed.Competition heated up with Patanjali's Kesh Kanti and Hindustan Unilever's(HUL)recently-acquired Indulekha breathing down Emami's neck. Almost four years since the acquisition,the Kolkata-based FMCG company witnessed a turnaround of sorts,with Kesh King gaining market share. Emami expects the brand to reach ?300 crore by FY20,with increased focus on adjacencies(other offerings related to hair care)and a ramped-up online presence.It is expected to clock a growth of 15-17 per cent in FY20.