new Delhi- Emami, India’s leading FMCG company, which has made house-to-house penetration with the Boroplus brand, has acquired the ‘Dermicool’ brand from UK multinational company Reckitt. This deal has been done for Rs 432 crore. Emami said in the stock exchange filing that the company has bought this powder brand for Rs 432 crore. Reckitt India is part of the UK-based Reckitt Benckiser Group.
Dermicool is a big name in the heat relieving talc market. In the Prickly Heat Talc Powder segment, Dermicool has a market share of about 20 per cent. The brand Dermicool is popular for providing instant relief during the summer season. Ahmedabad-based Paras Pharmaceuticals launched Dermicool Powder in 1999. In 2013, Paras Pharmaceuticals was bought by UK’s Reckitt.
Dermicool’s jingle ‘Aaya Mausam Chill Cold Cold Dermicool Ka’ is quite popular. Emami also sells cool powders and oils under the name Navratna. After the acquisition of Dermicool, Emami is said to be the leader in this category.
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According to Money Control, Harsh V. Agarwal, Director, Emami Ltd. said that they are extremely happy to announce the acquisition of the Dermicool brand. This acquisition is a strategic fit for their business. The company claims that after this acquisition, Emami will become No. 1 in the heat powder and cool talc category. So far, Nycil, which is owned by Zydus Wellness, is the largest brand in this category.
big brand is emami
Emami is a big name in the world of health care and personal care products. Emami has bought many brands like Zandu, Kesh King and Creme 21. Emami Group is an Indian multinational conglomerate company headquartered in Kolkata. The company has seven manufacturing units across India and one overseas unit. The company exports its products to more than 60 countries.
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