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As one of the best-known brands in the field of beauty and accessories on the Indian subcontinent, Emami sets the standard for quality products that people trust. How do you implement this brand equity so that your valued customers in the Middle East benefit?

Emami has a proud heritage based on strong values ​​of trust, integrity and respect for our valued consumers. As a company in emerging markets, we have seen rapid growth and continue to pursue exciting and innovative goals. Yes, a successful strategy requires both math and magic, so all of our acquisition efforts are also focused on new skills with higher equity.

Today, as a group, Emami enjoys the patronage of billions of consumers worldwide in various business areas. Emami’s vision is to naturally make people healthy and beautiful, and with a strong Ayurveda and herbal focus that has grown in popularity in the Middle East, the company has built a reputation for developing product categories from the ground up.

Our brands like Creme21, Zandu, Navratna, Fair and Handsome, 7 Oils in One, Kesh King and Boroplus are based on offering Ayurvedic, herbal and natural products to our Middle Eastern consumers.

What challenges did the brand face during the pandemic and how did your leadership help Emami overcome the obstacles?

In the words of Emami founders RS Agarwal and RS Goenka: “The disruption is temporary; the resilience is permanent ”. We have thus strengthened our agility during the pandemic. At Emami, we have broadened our focus and investments in alternatives to traditional M&A, including equity investments, joint ventures, partnerships and corporate venture capital. We have also increased our investments in research and development, effectiveness and global product acceptance.

I believe the more sustainable companies are the ones that stay competitive across market cycles. With this in mind, we initiated the WoW (War on Waste) project to reduce costs with the help of a global management consultancy. In order to improve sustainability and logistics efficiency, Emami has optimized the routes and reduced its carbon footprint.

Emami was among the pioneers in developing and delivering a complete product portfolio for alternative wellbeing in India through iconic products such as Navratna Oil, Boroplus Antispectic Cream and Zandu Balm. To what extent is innovation part of Emami’s growth strategy, are there any similar iconic brand launches that you are planning in the near future?

Emami’s constant striving for faster decisions and faster implementation in order to create differentiated offers has set us apart from others over the years and put us on a growth path. It is the innovations that rejuvenate sales and offer a platform for growth. Great brands and marketing strategies are jointly developed by inclusive and diverse teams who ensure that the international acceptance of Emami and Creme21 is increased.

We certainly have some interesting new products under different brands like Creme21 vitamin-based moisturizing beauty soaps and unique female menstrual cramp pain relief patches that are 100 percent herbal. Last year we launched blends of seven 100 percent natural hair oils that are free from parabens and mineral oils and supported by effectiveness studies for strong, beautiful hair.

Since the outbreak of the pandemic, value has again been placed on general well-being and alternative wellness solutions. How does Emami see this as an opportunity to draw attention to its brands here in the Middle East?

The trends suggest that this pandemic has made people aware of the value of good health. People have become more aware of their eating habits and their lifestyle. Although they wanted to stay healthy, their physical activity was restricted. Some have managed to pay more attention to regular exercise, while a large proportion resort to other options. For those who exercised, our Fast Relief ointment and spray were there to relieve joint and muscle pain.

Due to our long tradition, consumers have also had great reliance on Zandu Balm, which has resulted in increased consumption and is mainly used for clearing throat and chest congestion. Other than that, we also focused on Zandu Chyawanprash as people wanted to boost their immunity. At Emami, we’ve expanded the goodness of Ayurveda and herbal ingredients into scientifically proven products by providing long-term relief. We’re also entering unique categories and new formats for immunity and wellness.

An increasing segment of the population who use beauty and wellness products are millennials. How does Emami intend to tap into this dynamic but changeable customer base?

We understand millennials, their needs, their lifestyle, their shopping habits, etc. We have increased our presence in e-commerce; Our products are available in a user-friendly format. Our communication strategy for our brands is also designed to interact well with millennials. Under Creme21 we also have a range of moisturizing products for millennials in bright orange packaging.

Driving digital transformation is the key, every company finds its own way to reach millennials, but all successful digital transformations have one thing in common: the willingness to be courageous to win the trust and attention of millennials is our strength .

What legacy do you see as the head of a traditional brand? Where do you see Emami in the next five years?

Stretch to overcome stress and build resilience. This is the mantra that we held onto during difficult times. The primary goal is to always be one step ahead of change.

The success of Emami’s international business lies in the development of products specifically designed to meet the needs of local consumers. The next strategic step would be to enter new regions through a niche product portfolio of Ayurveda and herbs.

We want consumers to be satisfied with our products. Intensive research and studies support every product development phase. The formulation and format are constantly being improved to improve effectiveness. We are constantly communicating with consumers in order to be remembered. We strive to transform our organization into an executive powerhouse by keeping the customer at the center. We are therefore confident of creating more success stories that will last a lifetime.