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Emami Ventures into Deo Space with ‘He’

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Emami, the Rs 1,821 crore FMCG major in India, has ventured into the deodorant space with the launch of its “He” deodorant. Bollywood actor Hrithik Roshan has been roped in as the brand ambassador.

Speaking on the occasion, Harsha V. Agarwal, Director, Emami Limited, said: “Deodorant, despite being cluttered Rs 2,000 crorecategory, is still the largest and fastest growing in the male grooming segment clocking double digit growths. The level of penetration being very low, the segment has dynamic prospects.  Moreover, consumers have been shifting brand loyalty in this category with a multitude of me-too brands, all in the chic magnet space jostling for consumer attention. This is where the “He” Deodorant with its differentiated promise of urging its customer to ‘Be Interesting’, as ‘Being Normal is Boring’ will have an edge.  Added to it, the fragrances of deodorants are trickle down of everlasting masculine international perfumes. ‘HE’ is expected to carve a significant consumer mindshare and establish itself as a dominant player in the next few years.”

“He” deodorant  will offer six variants—Smart, Confident, Extrovert, Recharge, Ruler and Magician from the citrus, oriental, marine, fougere, woody & musk families. It will be available in 150 ml bottles priced at Rs 180.

Agarwal further added: “We are extremely happy to have Hrithik Roshan on board with us. Hrithik, with his international appeal resonates with youth. He is a great fit for “He” Deo”.

According to the company officials, the pan-India rollout of the product is currently under way. The product will be available across all markets focusing on 23 top cities including metros and mini metros, tier I and II cities  in the North , West and East markets of the country in the initial phase.  It will be introduced in Hyderabad and Bangalore in the second phase.

With 250 products, Emami’s portfolio includes brands like Zandu, Boro Plus, Navratna, Fair & Handsome, Mentho Plus, Fast Relief and Sona Chandi Chyawanprash.  The products from Emami are available in over 40 lakh retail outlets across India through 3,000 distributors. Emami’s global footprint spans across 60 countries including GCC, Europe, Africa, CIS countries & the SAARC. The company has maintained a CAGR turnover of 19 percent over the last 5 years.

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