Emami's new strategy has consumer at the centre

NEW DELHI: Home-grown FMCG firm Emami's 45% top-line in FY24 came from acquired brands, and non-seasonal brands contributed 56% of its revenue, according to the latest annual report of the company.

Now, Emami is graduating from being a seasonal and rural-focused company to a "perennial and universal" organisation and has been positioning itself by taking a consumer-centric approach, said vice- chairman and managing director Harsha V Agarwal.

"This is evident in the fact that pain management, Fair and Handsome, Kesh King, and strategic investments generate non-seasonal revenues; the proportion of revenues derived from non-seasonal brands is a high 56% today from 51% in FY2019-20," said Agarwal, addressing shareholders.


Besides, the proportion of revenues coming out of non-rural geographies has increased.

"The company's effective positioning is consumer-centric (as opposed to product-centric), addressing challenges faced by consumers," he said.

The emerging Emami is neither premium nor price-sensitive, Agarwal said, adding, "the evolved Emami is both".