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Friday, November 27, 2020

Emami forays into home care segment as demand for hygiene products surges

Mohan Goenka, Director at Emami, said the Covid-19 pandemic has accelerated home hygiene consciousness to newer heights.

Home grown FMCG firm, Emami announced its entry into the home hygiene and home care space.

It has launched a new brand, Emasol with products such as disinfectant floor cleaner, toilet cleaner, bathroom cleaner, dishwash gel and sanitizer. Emami has also roped in cricketer Shikhar Dhawan as the brand ambassador.

Mohan Goenka, Director at Emami, said the Covid-19 pandemic has accelerated home hygiene consciousness to newer heights.

“People are more concerned about maintaining household hygiene with higher frequency of cleaning across all economic strata. Home hygiene, as a category around Rs 3000 crore has been growing in double digits in the pre-Covid time and is expected to grow much faster in the coming days,” he said.

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As per a recent Kantar Report, Covid-19 is resulting in change of consumer behavior in the context of home hygiene leading to increase in use of toilet cleaners by 47%, mopping of floors by 41% and disinfectant use by 28%. As per Nielsen, a significant growth in penetration and consumption has been witnessed for home hygiene products with e-commerce channels recording a growth of around 80% for floor and toilet cleaners in the post pandemic environment.

Emami said London based design firm Evolve Creative has developed the packaging for Emasol and the products will focus majorly on the urban market.

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