Emami intensifies focus on Zandu brand

FMCG firm Emami is sharpening focus on its Zandu brand for bigger play in the fast growing healthcare segment.
Emami intensifies focus on Zandu brand
New Delhi: FMCG firm Emami is sharpening focus on its Zandu brand for bigger play in the fast growing healthcare segment. This fiscal through product launches, distribution expansion and the spending on brand awareness.
 
According to Managing Director, Sushil Goenka, "We aim to grow our healthcare portfolio of OTC (over the counter) and generic products under the Zandu umbrella. We are optimistic about the OTC healthcare market in India which is growing at 25-30 per cent annually. Our healthcare business (including ayurvedic generics, OTC and ethical products) grew by 36 per cent in FY14."
 
The Zandu portfolio contributed Rs 400 crore and accounted for 22 per cent in Emami's total turnover of Rs 1,821 crore in the previous fiscal.
 
The company, which acquired the brand in 2008-09 for Rs 713 crore, said it has also engaged an international consultant to reinforce communication and brand architecture of Zandu.
 
This year, Emami company plans to launch Zandu Nityam tablets in the constipation category selectively and graduate it into a national brand campaigns.
 
Elaborating on the products under the Zandu umbrella, the company said: "The year 2014-15 is expected to be landmark year for Zandu Pancharishta by focusing on the key areas of creating further awareness through communication, friendly packaging and aggressive distribution drive."
 
Zandu Vigorex shall be further strengthened by highlighting the unique proposition of the brand supported by steady communication.
 
Over the decade, the company's brand spending was among the highest in India's FMCG sector,"added Goenka.
 
At present, offerings under the Zandu brand include Zandu Kesri Jivan, Zandu Vigorex, Zandu Sona Chandi Chyawanprash Plus, Zandu Pancharishta and Zandu Balm.
 
The company also said it intends to invest aggressively in brand spending, marked by celebrity endorsements.
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