Our research and innovation team is dedicated to delivering products that excite customers and meet their need gaps. Our products are the result of understanding consumers’ unmet needs, through a path breaking technology. We combine generations of practical experience with a continuous flow of new knowledge.
A state-of-the-art, high-end multi-storey Research & Innovation Centre, spanning more than 30,000 sq. ft, is created in Kolkata. The Centre encompasses product innovation development, product processing science, competitive intelligence cell, analytical development, perfumery science, quality assurance and packaging and development.
In 2005 Emami created a marketing history in India by launching Fair and Handsome, the first fairness cream for men. In a tropically harsh country like India, a fairness cream for men represented an unexplored opportunity. Emami created a completely new market segment by introducing India’s first fairness cream customised for men.
Travelling the region and by interacting with a host of retailers and intermediaries Emami discovered that 30 to 35 per cent of users of fairness creams are men, with a growing interest in personal grooming. The sales of Fair and Handsome in its first year had touched around Rs 50 crore.
Emami has launched Navratna Cool Talc Active Deo for the summer nationally with placement in more than 80, 000 outlets in all major towns. The unique blend of mint and camphor generates cooling effect which rejuvenates the senses and keeps one vibrant and fresh throughout the day.
Today packaging plays a crucial part of communicating with the consumer, both on intellectual and emotional values. The use of conventional packaging materials in an unconventional way is another innovation at Emami. We are continuously searching alternatives to make the pack more cost effective without compromising quality and values. For example- Triangular designed mono-carton for our brands Lalima and Sardija, conversion from tube pack to spout packs is the example of optimization. MenthoPlus Balm and Zandu Balm small packs are the result of adopting modern molding technology. Navratna cool talc in 3D design pack is to give fine experience to consumers to hold and dispense the product in a convenient way. Vasocare petroleum jelly pack with an in-built flip top cap is another example of innovation in packaging. Today most important mission of packaging development is to take care of consumer convenience. Also optimization of all packaging specification results in reduction of raw material usage and thus taking care of our environmental concerns.
Emami is proud of its innovative marketing strategy of getting celebrities on board for endorsements of a bouquet of products. India is a market of over a billion people and a majority of this market is rural , at the bottom of the pyramid. It is price sensitive and emotional. This segment responds to the pull of a visible celebrity. Thus, over a period of time Emami roped in many superstars from the entertainment and sports field to endorse its products. The brand ambassadors were signed on the basis of the brand need and the fit between the particular brand and the star. Emami’s brands continue to be endorsed by some of the leading celebrities of the country. They include Amitabh Bachchan, Shah Rukh Khan, Kareena Kapoor, Chiranjeevi, Mahesh Babu, Suriya, Bipasha Basu, Malaika Arora Khan, Govinda, Sourav Ganguly, Sunny Deol, Madhuri Dixit, Virendra Sehwag, Sachin Tendulakar, Milkha Singh, Hritikh Roshan ,Sonakshi Sinha, Shruti Haasan and Yami Gautam among others.
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