Emami ropes in Shikhar Dhawan as face of home hygiene range

Under Emasol range of products, Emami will manufacture and market five offerings.

KOLKATA: Emami is ready to hit the Indian market with its newest offering – Emasol – a complete range of home hygiene products. With this launch, the company, which has enjoyed a strong presence in the personal care and healthcare space, is making a big bang entry into the homecare segment for the very first time.

Under Emasol range of products, Emami will manufacture and market five offerings: Emasol Disinfectant Floor Cleaner; Emasol Disinfectant Toilet Cleaner; Emasol Disinfectant Bathroom Cleaner; Emasol Antibacterial Dish Wash Gel; Emasol All Purpose Sanitiser.

Emami has roped in international cricket all-rounder Shikhar Dhawan as the global brand ambassador for its Emasol range.

Emami director Mohan Goenka said, “The Covid2019 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 of approx. Rs 3000 crore had been growing in double digits in the pre-Covid times and is expected to grow much faster in the coming days. Emami is thrilled to capture the topical relevance of the time and foray into the home hygiene space by introducing Emalso range of home hygiene products. We expect a very encouraging market response from this launch as consumers are on lookout for hygiene products that are effective and enjoy high level of brand trust.”

As per a recent Kantar Worldpanel report, Covid2019 has resulted in change of consumer behaviour in the context of home hygiene, leading to increase in use of toilet cleaners by 47 per cent, mopping of floors by 41 per cent, and disinfectant use by 28 per cent. As per Nielsen category trends, a significant growth in penetration and consumption has been witnessed for home hygiene products with e-commerce channels recording a growth of around 80 per cent for floor and toilet cleaners in the post-pandemic environment.

London-based design firm Evolve Creative developed the packaging for the Emasol home hygiene range, which comprise competitively priced quality products. The product line is being launched across general trade, modern trade and e-commerce channels with a major focus on urban metro markets, which is expected to contribute majorly to its overall sale.

Emasol is the first home hygiene range to hit the Indian market that apart from killing 99.9 per cent germs, also has BGV24 advanced antimicrobials action that offers up to 24 hours protection from virus, germs and bacteria.

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