Emami acquires Dermicool from Reckitt for Rs 432 crore

Emami has announced the acquisition of ‘‘Dermicool”, one of the leading brands in Prickly Heat Powder and Cool Talc category from Reckitt, for a total consideration of Rs 432 crore, excluding taxes and duties. 

The acquisition is funded through internal accruals and is subject to customary closing conditions.

Dermicool is popular for providing cooling and respite from prickly heat caused during summer season and has consumer connect through its marketing campaign jingle, ‘Aaya Mausam Thande Thande Dermicool Ka’.

As per the brand, it commands 20% market share in the high growth and low penetrated category. Combined with Emami’s Navratna Cool Talc, Emami will become one of the leaders in this niche category which would also help realise synergetic benefits and optimise costs.

Harsha V Agarwal, Director, Emami, said, “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. With increasing global warming and soaring summer temperatures, such problem solution niche products are poised for strong growth in future.”

Zandu, Kesh King and German brand Creme 21 are some of the brands or businesses acquired by Emami in the past few years.

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