Emami Ltd launches new product under Boroplus brand
FMCG major Emami Ltd has strengthened its product portfolio with the launch of Aloe Vera Gel, under the umbrella of its brand Boroplus.
With this launch, Emami is looking to deepen its presence in the booming Ayurveda market in the country. The company will be launching a host of promotional activities to create awareness about the new product and expects strong sales.
Speaking on the launch, Priti A Sureka, director of Emami Ltd, in a statement said: “Aloe Vera is a relatively new category, but one growing fast at a rate of 15-20 percent Y-o-Y. The market is still at a very nascent stage and wider product awareness and knowledge about Aloe’s versatile usages is highly necessary for a consumer who is also on the lookout for that magic natural solution that can help both skin and hair.
“We believe it is the ideal time for an iconic brand like Boroplus, which enjoys strong brand equity across generations for its healing properties, to diversify further to a 100% organic product like Aloe Vera Gel, which will contribute to the growth of the category itself,” Sureka added.
Boroplus Aloe Vera gel comes in transparent tube packs and has been priced Rs 95 ($1.30) for a 150ml pack and Rs 50 for a 60ml pack.
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