Overview

Emami Limited is one of the leading and fastest-growing personal and healthcare businesses in India, with an enviable portfolio of household brand names such as BoroPlus, Navratna, Fair and Handsome, Zandu Balm, Mentho Plus Balm, Fast Relief and Kesh King. Established in 1974, The Company has a portfolio of over 300 + products based on ayurvedic formulations. The inception of Emami Group took place way back in the mid-seventies, in West Bengal when two childhood friends, Mr. R.S. Agarwal and Mr. R.S. Goenka left their high-profile corporate jobs with the Birla Group to set up Kemco Chemicals, a cosmetic manufacturing unit in Kolkata.

A dream of reaching out to Indian middle-class consumers, with the potential of increased consumption, the Company started manufacturing cosmetic products under the brand name of Emami from a small office (still retained) in Kolkata’s business district of Bada Bazar. This business philosophy is reflected today in the mission statement of Emami Limited: “Making people healthy and beautiful naturally”.

Project Synopsis

Emami Agrotech Limited, an Emami Group Company, is in the business of branded food manufacturing. With a vision to become the “Most Trusted Indian Food Brand”, the company’s vision is to pursue aggressive growth to become a prominent edible oil and food brand offering healthy and high-quality consumer products. Omnizon got on board for enhancing pan India merchandising, sales, and product visibility for their edible oil segment.

Our Approach

Omnizon has merchandisers and promoters pan India for this project with a special focus on Mumbai, Delhi, Bangalore, Hyderabad, Gujarat, and Kerela. The strategy employed by the merchandisers was to occupy maximum rack space in stores and major customer touch points for better brand visibility. Omnizon tied up with supermarkets for greater visibility through a shared expenditure strategy. The daily target set through this strategy was Rs. 3500/- per store of sales.

The Outcome

The daily sales jumped to Rs. 6,00,000/-.
Brand awareness and recognition were enhanced.
The brand visibility across India increased to 6% in the edible oil segment.
The visibility was increased by 3% in terms of consumer touch points and reach.
Direct connection with the customers at the primary level greatly enhanced brand bonding.
The consumers were encouraged to change their brand choice due to easy availability and access.