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Renewed interest for Made in India products has thrown up better opportunities: Harsha V. Agarwal of Emami

Agarwal, Director at Emami, tells that the company is well placed to achieve its 2020 goals while betting on print, TV and digital. It is also readying a product portfolio to respond to new market demands and needs

Harsha V. Agarwal

Witnessing a growth momentum this quarter, Emami Group expects this positive traction to sustain for a much longer run on the back of the Aatmanirbhar initiative.

In an interaction with, Harsha V. Agarwal, Director, Emami talks how the opening up of businesses and smoothening of the supply chain has certainly helped come out of the Covid-19 situation.

“We have looked at the trends and patterns of consumer demand prevailing in the market currently.  Categories like personal and home hygiene, along with natural health care products for boosting immunity and other wellness products, are very clear preferences of the consumers today. Hence, as an FMCG company, irrespective of the festivities, we are gearing our product portfolio to respond to these needs and demands, which are relevant in today’s time,” he said.

Not only Emami, amid the pandemic, a lot of companies have launched various new products. Hindustan Unilever has launched over 100 products in the last six months, Dabur hit 40 items as it entered into personal and home hygiene and 70 new products came from the ITC stable.

Sustained Government intervention in the socio-economic sphere, Agarwal says, is the key to continue with this overall environment of consumer confidence.

“Further, with the Aatmanirbhar (Bharat) campaign, a renewed interest for Made in India products from Indian consumers has thrown up better opportunities. With the revival of consumer sentiment, we are well placed to achieve our 2020 goals,” he added.

Emami Group is an Indian conglomerate company headquartered in Kolkata. Earlier it was reported how the company is looking to shift to home-grown brands after the Atmanirbhar campaign and become a serious player in the segment.

Since the company has a strong portfolio of seasonal and year-round products, its marketing communication and ad budget plans are targeted to appeal to the consumer mindset with the present consumption trend pattern in consideration, and not necessarily targeting the festive season.

In terms of media mix, he said, “We have always used different media mix for different brands. On the basis of brand persona, we decide on the media mix to be used, which include print, television and digital and we have witnessed encouraging response from the consumers with good demand impact across mediums.”

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