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Emami-Madhuri hair care range to hit market in Feb.

Our Bureau

PUNE, Aug. 28

THE Emami-Madhuri Dixit line of hair care products will hit the domestic market by February, next year, according to Mr. Mohan Goenka, Director, Emami Group of companies.

The range will include hair oil, shampoos and conditioners. The line will also be extended to personal care products in the second phase of launch.

Mr. Goenka told newspersons at a recent press conference that the company had chosen Mr. Krishna Gopal Srivastava, also known as Tiger of India, as the brand ambassador for the Nirog Dant powder lal. The toothpowder contains neem, babool and some herbs. Mr. Srivastava was in the city recently to show the strength of his teeth by pulling a Tata 407.

Mr. Goenka said the company, which had test-marketed three of its product last year, Himani Sona Chandi Chyawanprash, Himani Royal Bee Honey and Himani Nirog Dant Powder Lal, received good response. It was planning to launch eight new products during the next financial year, he said.

The company has increased its ad spend for the current financial year to Rs. 55 crores from Rs. 35 crores, spent during the previous year.

Mr. Goenka said the western region would contribute Rs. 30 crores during the current fiscal from Rs. 13 crores last year. He said Pune alone had contributed Rs. 2 crores last year and that the company was estimating a revenue of Rs. 6 crores for the curr ent financial year. In the last four months alone, Pune had contributed close to Rs. 2.5 crores, he said.

The company is now estimating a turnover of Rs. 250 crores from Rs. 150 crores registered last year.

Mr. Goenka said the company found good response in certain pockets of Japan, where it test-marketed Nirog Dant powder lal, Boroplus antiseptic cream and Himani gold turmeric. He said the company was awaiting approval from the Japanese Government for its Chyawanprash as it contains gold and silver.

Emami, he said, had an export market catering to the UK, US, Australia, Mauritius, Russia and the CIS countries. It was now planning to expand and cater to the Dubai and Bangladesh markets during the current fiscal. The company would be increasing its th rust in West Asian and Far East markets, he added.