Emami Ltd, a Kolkata-based personal care and healthcare manufacturer, is planning to accelerate growth in its international business by entering new markets and strengthening its presence in existing ones. The company is also on the lookout for strategic acquisitions, as its past acquisitions have yielded positive results. According to Emami Ltd Chairman RS Goenka, the operating environment is expected to become more conducive due to tapering inflation, moderating interest rates, and improving rural sentiment.
Emami’s international business has a presence in over 70 countries, and the company has delivered significant growth in countries such as Bangladesh, Russia, and Nepal. The company’s strategy focuses on creating innovations that cater to local consumer preferences, with around 80% of its international products being manufactured locally. This enables the company to meet demand efficiently and respond quickly to market shifts. Emami’s international workforce is also predominantly made up of local talent, which helps the company connect better with local cultures and work more efficiently.
Some of Emami’s popular brands, such as Boroplus, Navratna, and Creme21, are performing well in international markets. The company is also undergoing strategic transformations for some of its brands, including Fair And Handsome, which has been repositioned as a male grooming portfolio called Smart And Handsome. Additionally, Emami’s Ayurvedic hair and scalp care brand Kesh King is undergoing a strategic transformation with the help of global brand consultant BCG, aimed at addressing challenges in channel mix, pricing, SKU structure, and media planning.
Emami’s CEO, NH Bhansali, stated that the company does not expect any major impact from the US market, where it has a limited presence. However, the company is expected to witness good growth in Bangladesh, despite some challenges. Bhansali also highlighted that around 80% of the company’s global sales are catered through local productions in international markets. Overall, Emami Ltd is poised for growth in its international business, driven by its strategic acquisitions, local manufacturing, and brand transformations. The company’s plan to accelerate growth in international markets is expected to yield positive results in the coming quarters.