Dermicool soaps? Emami begins core brand extensions

Despite its portfolio of well-known brands, Emami's business remains relatively smaller than domestic peers

- Suneera Tandon

Consumer goods company Emami Ltd, known for brands like Zandu balm, Boroplus and Navratna cooling oil, is embarking on an ambitious expansion of its core product lines to fuel growth.

The move will see the Kolkata-based firm extend its established brands, including Dermicool and Kesh King, into new categories such as soaps and wellness, in a strategic shift to capture a larger share of India's burgeoning consumer market and ensure sustained growth.

Emami recently extended its Smart and Handsome cream into the wider male grooming segment and is chasing similar expansions for other brands to increase their addressable market size.