Emami Ltd to focus on e-commerce for growth

Home-grown FMCG major Emami Ltd is all set to explore the e-commerce market for growth and will be taking its entire portfolio online to gain increase its market share.

The company will also launch exclusive online-only products to expand its customer base and tap the booming online market. It is expecting online sales to double from the current 7 percent to 14 percent over the next three years.

“We will launch online exclusive products across brands, and want to specifically create separate lines under Fair and Handsome, He and Kesh King. For instance, the company could launch products for beard under the He brand. These new products would be rolled out from next financial year,” director at Emami Harsha V Agarwal told the Economic Times.

“We are also evaluating online launch of the Crème 21 brand under premium skin and body care segment which we acquired in Germany earlier this year,” he added.

Emami had acquired German personal care brand Creme 21 for an undisclosed amount in January 2019 to strengthen its foothold in the personal care and segment.

Emami has also strengthened its leadership team to drive its online growth. George Angelo has joined the firm as the chief operating officer for sales and supply chain while Rishi Agarwal who was in senior roles in Snapdeal, Arvind, and IBM will lead a new team for e-commerce.

Commenting on the new appointments, Agarwal said, “These hirings were done to build a sales and distribution team keeping in mind the future, considering e-commerce and modern retail will play a much bigger role in the future.”

Founded in 1974, Emami Limited is one of the leading personal and healthcare businesses in India, with a portfolio of over 300 products.

Emami Ltd to focus on e-commerce for growth

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