Emami Ltd Forays into Home Hygiene Space With ‘EMASOL’ A Complete Range of Home Hygiene Products
Emami Ltd Forays into Home Hygiene Space
With
‘EMASOL’
A Complete Range of Home Hygiene Products
Ropes in Blazing Cricket Star Shikhar Dhawan as the Global Brand
Ambassador for EMASOL
Mumbai, 19th November,
2020: Emami Limited, the Indian FMCG major, is ready to hit the
Indian market with its newest offering –EMASOL – a complete
range for home hygiene products. With this launch, the Company, which so
far enjoyed a leading presence in the personal care and healthcare space, makes
a big bang entry into the homecare segment for the very first time.
Under EMASOL range
of products, Emami Limited will manufacture and market FIVE offerings:
- EMASOL Disinfectant Floor Cleaner
- EMASOL Disinfectant Toilet Cleaner
- EMASOL Disinfectant Bathroom Cleaner
- EMASOL Antibacterial Dish Wash Gel
- EMASOL All Purpose Sanitizer
The EMASOL is the first
Home Hygiene Range to hit the Indian market that apart from
killing 99.9% germs, also has BGV24™* advanced antimicrobials action
that offers upto 24 Hours protection from virus, germs and
bacteria.
Announcing the launch of
the EMASOL Home Hygiene Range, Mr. Mohan Goenka,
Director, Emami Limited, said, “The COVID 19 pandemic has
accelerated home hygiene consciousness to newer heights. People are more
concerned about maintaining household hygiene with higher frequency of cleaning
across all economic strata. Home Hygiene, as a category of approx. Rs
3000 cr had been growing in double digits in the pre-COVID times and is
expected to grow much faster in the coming days. Emami is thrilled to
capture the topical relevance of the time and make foray in the home hygiene
space by introducing EMASOL Range of home hygiene
products. Emasol Range offers a strong combination of Emami’s leading
brand equity plus a superior R&D innovation offering upto 24 hrs of
protection from virus, germs and bacteria, which is a first in Indian market.
We expect a very encouraging market response from this launch as consumers are
on lookout for hygiene products that are effective and enjoy high level of
brand trust.” As
per a recent Worldpanel Kantar Report, COVID-19 is resulting in change of
consumer behavior in the context of home hygiene leading to increase in use
of toilet cleaners by 47%, mopping of floors by 41% and disinfectant use by
28%. As per Nielsen category trends, a significant growth in
penetration and consumption has been witnessed for home hygiene products with
e-commerce channels recording a growth of around 80% for floor and toilet
cleaners in the post pandemic environment.
With an edge in germ
protection for the unique formulation having BGV24™* advanced antimicrobials
action, Emami has roped in International Cricket All Rounder -
Shikhar Dhawan as the Global Brand Ambassador for
its EMASOL Range.
London based design
firm, Evolve Creative developed the packaging for the EMASOL
Home Hygiene Range, which comprise competitively priced quality products.
EMASOL Range is being launched across General Trade, Modern Trade and E-
Commerce channels with a major focus on urban metro markets, which is expected
to contribute majorly to its overall sale.
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