Emami Monday said it is planning to revive its over-the-counter healthcare business with a lot of brand relaunches along with new distribution system, packaging and marketing blitz, the news reports said.
Emami Ltd, CEO (Sales, supply chain and Human Capital), Krishna Mohan said, “The focus on the OTC portfolio is part of a consolidation exercise we have undertaken to increase sales from existing brands, instead of randomly entering into newer categories.”
The brands being relaunched include digestive tonic Zandu Pancharishta, blood and skin purifier Zandu Lalima, laxative Nityam Churna, cough tonic Sardi Ja and pain reliever Zandu Balm.”
Emami expects to move to help its OTC business grow 34-40% a year. At present, only two of its OTC brands Zandu Balm and Chyawanprash make money for the company.
OTC healhcare market is growing 25%-30% a year as compared to 10%-20% growth in the overall FMCG segment.
“Emami has also roped in MS Dhoni as brand ambassador for Zandu Pancharishta, cricketer Virendra Sehwag for Sardi Ja and Kathak dancer Birju Maharaj for the entire Zandu range.
The OTC and healthcare brands contribute to around 10% of the company’s total revenue. Last month, Emami ventured into the glucose segment under the Zandu brand, which is presently being test-marketed in West Bengal and will soon be rolled out nationally.
The company is a major health and personal care FMCG companies in India with its brand presence globally. The company has more than 25 brands under its portfolio.