Emami, the face of Indian cosmetics, has entered into the Indian face wash market for the first time with the BoroPlus Advanced Moisturizing Face Wash.
Emami enjoys leadership in niche product categories such as cooling talc, men's fairness cream and headache curing balms. However, this is Emami's first venture into the face wash segment; which is a well penetrated category with intense competition from national and international players with an overall valuation of at Rs 681 crores (Mat Dec 2011).
Meantime, Emami has also been entering other skin care categories. Over the past year, for instance, it extended the Boroplus brand into sun screen lotion, skin therapy cream, winter cream and entered the soap category with launch of the Malai Kesar and Pure Skin Soap. The company promises to live up to the precedence of high quality range of products this time as well.
Says Krishna Mohan, CEO, Emami Limited said, "As a category, face wash has crossed the Rs 681 cr mark with good growth rates - both in value (61%) and volume terms (46%)... The product is going to have a pan-India launch with the initial target being the metro cities; later we gradually plan to penetrate into regional markets as well which also harbours a huge consumer base for Emami".