Emami to revamp OTC brands for increasing sales

Indian FMCG producer Emami is aiming to update its over-the-counter (OTC) healthcare business by relaunching some of its brands with new packaging, marketing and distribution systems.

Emami, whose personal care products are manufactured completely with ayurvedic formulation, said that the revival is a part of the consolidation exercise taken up by the firm to increase sales from the existing brands, than mere debut into newer categories, reported The Economic Times.

Proposed brand relaunches include a digestive tonic – Zandu Pancharishta, a blood and skin purifier – Zandu Lalima, a laxative – Nityam Churna, a cough tonic – Sardi Ja and a pain reliever – Zandu Balm.

The firm said that it will sell the OTC products through pharmacies, retail shops and kiranas with a view to help its business grow 35-40% a year.

Emami, in the last few months, has managed to sign cricketer MS Dhoni as a brand ambassador for Zandu Pancharishta, cricketer Virendra Sehwag for Sardi Ja and Kathak dancer Birju Maharaj for the entire Zandu range, along with new marketing campaigns.

According to the report, only Zandu Balm and Chyawanprash brands managed to make profits for the firm’s OTC business.

The OTC healthcare market is growing 25-30% a year in comparison to the 10-12% growth in the overall FMCG segment, the report stated.

The company said that it’s OTC and healthcare brands contribute nearly 10% of the total revenue, and last month it forayed into the glucose segment under the Zandu brand.