Emami to diversify into edible oils; strengthen personal care portfolio

Mumbai: Fast moving consumer goods (FMCG) company Emami Ltd plans to launch a new personal care product,  introduce two packaging innovations  and also diversify into edible oil business by mid 2008.

Emami will launch Boroplus Triple Action Light Moisturizing Lotion (BPSL), an ayurvedic product that is to be positioned as a lotion for the summer, a non-winter season product that will fulfil skincare needs and diversify intto edible oils. 

The lotion, which is supposed to cool and refresh the skin, will talk about non-sticky and non-oily features, and will be available in 25ml and 100ml pet jar and containers.  Elucidating about the rationale behind the product,  Aditya Agarwal, director of Emami  said that Boroplus Triple Action Light Moisturizing Lotion has a  triple action formula that will prevent moisture loss and re-hydrate the skin, despite prolonged exposure to the sun.

The two packaging innovations are for the Navratna Cool talcum powder, and the Boroplus Prickly Heat Powder, both  aimed at building on the convenience formula during storage and transportation and carriage by the consumer.

Emami's Boroplus Prickly Heat Powder has four variants, and also contains anti-bacterial and anti-fungal herbs that provide relief from heat rash. The product is available in 20gm for Rs6, 50gm for Rs16, and 150gm for Rs52, across variants.

The summer of 2008 will also see the Emami Group diversify into the edible oil business. The company will invest Rs250 crore in a plant at Haldia in West Bengal, spread across 40 acres,  set up at an investment of Rs150 crore. The plant has  an annual production capacity of 1 lakh tonnes of bio-diesel, and would also produce palm oil, soya oil and rice bran oil.

Initially 300 tonnes of bio-diesel and 1,000 tonnes of palm oil will be produced per day. By December 2008, the company will commence production of soya and rice bran oil at the plant. Investments by the company into edible oil will build production capacity of 800 tonne of palm oil, 600 tonne of soya oil, and 200 tonne of rice bran oil per day.

Initially the company will sell its edible oil in bulk to industries that are into production of chips and biscuits. Emami says that revenues from the plant will add another Rs1,000 crore to the group's current turnover by 2009.