How BoroPlus became synonymous with ayurvedic antiseptic creams across the globe

Ayurvedic, herbal and natural products are the buzzwords these days. The category is burgeoning and newer players are jumping on to the bandwagon almost every day, claiming to have the restorative and rejuvenating properties of India’s ancient cultures and practices.

But Emami was championing the cause of ayurvedic products a long time before it became a fad.

The inception of the Emami Group took place way back in the mid-70s in West Bengal when two childhood friends, R S Agarwal and R S Goenka, left their jobs as chartered accountants and set up Kemco Chemicals, an ayurvedic medicine and cosmetic manufacturing unit in Kolkata, in 1974.

Starting with a meagre amount of Rs 20,000, the company started manufacturing cosmetic products as well as ayurvedic medicines targeted at the Indian middle class under the brand name of Emami.

The turning point for the organisation came when they bought Himani Ltd. The company introduced BoroPlus in the early 1980s after it acquired Himani. Today not only is BoroPlus one of Emami’s flagship brands and one of the most loved antiseptic creams in India, it is the largest selling antiseptic cream in Russia, Nepal and Ukraine.

Over the years, the company has launched many products under the BoroPlus brand name. Recently, the brand launched its newest offering BoroPlus Doodh Kesar Body Lotion, with brand ambassador Kangana Ranaut endorsing the product in its latest campaign.

Priti A Sureka

“Keeping in mind the rising preference for natural and herbal skin care products, we designed this unique product for superior winter care with the natural goodness of milk and saffron. Both these ingredients are known and proven to be highly beneficial and efficacious for skin care. We believe consumers will be delighted with the experience,” said Priti A Sureka, Director, Emami Limited.

The brand has had a long-standing association with Amitabh Bachchan, who has been the face of BoroPlus for a long time now and not too long ago they took on board Kangana Ranaut.

Speaking about their marketing approach and how the association with Bachchan and Ranaut helped build the brand, Sureka said, “BoroPlus Antiseptic Cream has grown, strongly led by a robust 360-degree marketing mix. The brand’s association with celebrities such as Amitabh Bachchan and Kangana Ranaut makes for a very powerful combination. A lot of thrust has been given to geography-specific activities across urban and rural markets, leading to faster than category growth year on year. BoroPlus stands to gain on account of its strong antiseptic and ayurvedic equity.”

Sureka also mentioned that the brand is focusing on digital media for their key markets to drive saliency with the target audience.

“New-age media such as digital is a new source of creating awareness, building consumer affinity and getting revenue that is being actively pursued to reach consumers looking for convenience. We are working on innovations across the board to reach the consumer looking for unmet needs in personal care space in newer ways,” said Sureka.

The brand has also planned several brand extensions to fuel growth by getting inroads into big and growing categories.

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