Emami will acquire Dermicool, one of the leading brands in the prickly heat powder and cool talc categories from Reckitt Benckiser.
WHO: Dermicool is an iconic brand with strong brand equity in the prickly heat talc powder segment with a 20% market share in India.
Emami Group is an Indian multinational conglomerate company headquartered in Kolkata, India. For more than 35 years Emami has been innovating and launching health and personal care brands. The company has seven manufacturing units across India and one overseas unit. Emami's major brands are Boroplus, Navratna, Zandu, Fair & Handsome, and Kesh King, among others.
WHY: Dermicool has a 20 percent market share in the high-growth and low-penetrated category. Combined with Emami's Navratna Cool Talc, Emami will become a leader in this niche prickly heat powder and cool talc category and realize synergetic benefits and optimize costs.
IN THEIR OWN WORDS: Emami Director Harsha V. Agarwal said in a statement, per The Business Standard, "We are very happy to announce the acquisition of Dermicool brand, which offers great synergy with our existing businesses and is a perfect strategic fit. It will strengthen our presence to make us #1 in the prickly heat powder and cool talc category."
"There is a huge potential to grow in Dermicool. For the first couple of years we may consolidate our position and in the meanwhile we will work on product extensions under the brand," said Agarwal.
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