Personal and healthcare FMCG major Emami Limited has acquired controlling stake (66.67%) in Australia-based Fravin Pty Ltd., along with its three subsidiaries through Emami International FZE, a part of Emami Ltd. Promoted by world renowned Trichologist and master hairdresser Peter Francis, Fravin manufactures a full range of natural and organic hair care and skin care products that are certified organic by various certification bodies in Australia and the United States. This international acquisition also marks Emami’s foray into the natural and organic personal care business.
Speaking on the development, Harsh Agarwal, Director, Emami Ltd, said, “The Fravin acquisition is in sync with our strategy to grow aggressively through both organic and inorganic routes in India and overseas. The acquisition will facilitate Emami’s entry into organic personal care segment, where we were not present earlier. Owing to factors such as growing concerns for health safety, green consciousness and enhanced consumer awareness about the hazards of using products with synthetic chemicals, the demand for organic personal care products is increasing rapidly across the world. The global market for the category was over USD 7.6 billion in 2013, and is expected to double in the next six years.”
Wth R&D and manufacturing facility in Adelaide, Fravin group is a recipient of many international awards as recognition of the high standard and quality of its products. Its leading brand; ‘Abache Organics’ was awarded the first place in the “Green Formulations” category at the “Sustainable Beauty Awards 2014” held in Paris, France. The company also makes ‘eco.kid’, an organic personal care range especially developed and formulated for children.
Apropos to the association, Peter Francis, Managing Director, Fravin Pty Ltd, stated, “We are very enthusiastic to be associated with a global company like Emami. There are strong synergies between the two companies. With Emami’s strong marketing network and our R&D capabilities and advanced technologies, we expect to take Abache brands to new heights.” “The Fravin Group, specializing in formulations of organic products with many international certifications, and its acquisition emphasises our core belief in usage of safe and natural products”, added Agarwal from Emami.
Fravin will be a part of Emami’s international business division, which contributes around 14% to the total FMCG business. Emami has presence in over 60 countries across the globe.