Emami's foray into rural India

Emami promotes their power brand Himani Fast Relief Balm, in a view to tap rural market and penetrate into interior regions of India.

business Updated: Aug 12, 2011 01:31 IST

Emami promotes their power brand Himani Fast Relief Balm, in a view to tap rural market and penetrate into interior regions of India.

Emami Limited, makers of leading brands Navratna, Fair and Handsome and Zandu Balm, now with their power brand Himani Fast Relief Ointment have decided to penetrate into and touch the pulse of the Indian population that primarily constitutes the rural and remote interior areas. Emami as one of the top FMCG companies in the country has taken upon itself the duty to serve each and every hamlet of rural India – those nooks and corners which define the real character of the country.

Every year during Saawan Mela, hundreds of thousands of devotees cover huge heights and widths in their endeavour to attain Moksha; and in return get bruised legs, aching and exhausted bodies. These pilgrims, called ‘Kaavarias’ pick up holy water from the Ganges near Sultanganj and walk all the way to Deogarh via Jilebiya More and Inaravaran – all of 108 kilometers. Some walk barefoot, some even walk non-stop along the way.

Himani Fast Relief has set up camps at strategic points along the route, where the tired pilgrim can get a good massage that will aid him to complete his pilgrimage. The brand promises fastest relief from pain and prevents pain from being an obstacle in life.

One can see teams of masseurs working throughout the day, providing relief to aching legs and backs. Apart from the camps, salesmen carrying trays also sell the brand in remote reaches.

Today, rural India accounts for almost 55% of the total Indian market and off late has emerged as a lucrative target markets. Through extensive support of Himani Fast Relief, Emami aims at catering to the needs of consumers based in the interiors of the country.

Aditya Agarwal, Director, Emami Group, says “Saawan Mela is a cultural extravaganza and a display of cultural harmony where people come from all over the country and take part. It exemplifies our ethnicity as well as diversity. Moreover, we are trying to reach out to the rural India with our products. As we know in the era of commodity explosion, rural market has emerged as the lucrative target. Rural India is the new battleground for big brands to triumph if they want to win in the emerging market. The key to success is in the bottom of the pyramid - having products that are high on innovation and also has strong social need. Here, we believe that Himani Fast Relief can do wonders”.

Himani Fast Relief Balm is going a step forward and arranging for the Saawan Mela and other religious activities all over India. It targets seven states altogether in terms of different socio-religious gatherings running for a span of around one and half months (from end of June to the mid of August). The key areas where Himani Fast Relief will target include: Vaishnodevi, Rath Yatra in Puri, Saawan Mela at Deoghar in Bihar, Basukinath in Jharkhand and Tarakeshwar in West Bengal. The brand will also be serving pilgrims visiting the ghats in Haridwar, Allahabad and Varanasi. Also, permanent camps and stalls near these locations shall be put up to give the customers instant answers to their queries related to the product.

There seems to be tremendous scope in the rural sector of the country for Indian FMCG companies. Since 2007, about 34% of the off take for FMCG products have come from the rural areas. For this reason, Emami has thought of and taken a way forward to explore it to the best and seeks to increase penetration in the rural market. Already having established a good will and brand value of their products in the urban middle class in India, Emami is now all set to conquer hearts in the rural belts.

First Published: Aug 12, 2011 01:26 IST