Emami to develop fifth 'power brand' for global expansion.

The Rs. 2,000-crore FMCG major Emami Ltd. is set to expand its international business, with a strategic focus on West Asia, South-East Asia and Africa, with yet another 'power brand'.

Emami has chosen three product segments - hair care, skin care and over-the-counter healthcare items - for aggressive thrust in the global arena, where it is also looking at a market beyond the Indian Diaspora.

According to Emami director Prashant Goenka, the move is part of the company’s initiative to raise the share of international business in the total turnover from the existing 15 per cent to 32-35 per cent in five years.

'The new brand will exclusively target consumers in international markets,' Goenka told BusinessLine.

In marketing lexicon, a 'power brand' is defined as a growth driver. Emami currently has four such brands marketed globally - Navratan, Fair & Handsome, Boro Plus and Zandu. Some, such as Fair & Handsome, have wider product offerings for the overseas market. They feature geography-specific differentiations while keeping the brand core similar to that marketed in India.

For now, the broad plan is to place the new brand alongside the existing Emami brands in the 'focussed' overseas markets.

HBL