Emami Group, the Rs 2,500 crore fast moving consumer goods major, is trying its hands with food business. Last month, the Kolkata-based firm made its debut by launching the ‘Healthy and Tasty’ brand of edible oil.
But that’s only the beginning. While Emami recognises that its core business will remain personal care, it plans to foray into newer food categories like breakfast cereals and milk-based beverages.
Emami Group director Aditya Agarwal, says “We want to be a complete foods and beverages company, although we will take one step at a time.” The company will foray into the milk-based beverages market with the launch of chocolate granules, a milk-based beverage mix, under its brand ‘Chawanprash’. Chawanprash is a Rs 25 crore brand now.
The idea is to increase the consumer base by offering differentiated products in the Rs 1500 crore milk-based beverages market, which is reportedly growing at 15 per cent and is dominated by Complan, Horlicks and Bournvita.
“We will roll out the brand in phases. We have invested Rs 300 crore in production of edible oils at our plant in Haldia in West Bengal. We are investing another Rs 500 crore in setting up refineries in South and West coasts,” Agarwal said.