Emami acquires 'She Comfort', forays women hygiene space
Jun 21 2014 , Kolkata
acquired the sanitary napkin brand ‘She Comfort’ from the stable of the Mumbai-based Royal Hygiene Care Pvt Ltd (RHCPL) for an undisclosed sum. This marks the entry of the Kolkata-based group into the fast growing feminine hygiene space.
Confirming the developments, Harsha V Agarwal, director, Emami Ltd, said, “We are excited to have acquired ‘She Comfort’ brand, one of the top five brands in its category in India. The brand offers synergy with our businesses of personal and healthcare products and will add a new dimension to our existing portfolio. The acquisition of ‘She Comfort’ is part of an aggressive strategy to strengthen our presence significantly in the personal and healthcare segment.” He however refused to divulge the amount the company had to pay to acquire the brand.
Sanitary Napkin with a current market size of over Rs 2100 crore is a growing category with low penetration and is growing at 19 per cent. Emami, on its parts, plans to build on its core strength and expand further in the wellness space, Emami is focused to seize opportunities with its acquisition of ‘She Comfort’. “Awareness of feminine hygiene is still not at an optimal stage in India. The sanitary napkin market is currently a low penetrated category. However, with growing literacy and awareness of healthy lifestyle, more and more new consumers are entering this segment, fuelling the growth tremendously and presenting us with an opportunity that we wish to leverage. With the acquisition of ‘She Comfort’, we wish to educate our consumers on the benefits of feminine hygiene by offering best of quality products at affordable prices. We plan to use our well entrenched distribution network to reach out to our consumers in both rural and urban markets,” he said.
The acquisition of ‘She Comfort’ brand is part of the company’s inorganic growth strategy and is being funded through internal accruals,” said N H Bhansali, CEO, finance, strategy & business development, Emami Limited.
Meanwhile, Rakesh Kaul, director, RHPCL, said, “She Comfort is a brand that has strong potential in the feminine hygiene category with its superior quality and variety of products to suit every woman’s needs. We are confident of Emami taking the brand to reach its true potential and we welcome this association.”