FMCG major Emami has entered the men’s deodorant market with ‘HE’ deodorant. Moreover, the company has roped in Bollywood actor Hrithik Roshan as the brand ambassador. The pan-India rollout of the product is currently under way.
The product will be available across all markets focusing on 23 top cities including metros and mini metros, tier I and tier II cities in the North, West and East markets of the country in the initial phase. The brand will be introduced in Hyderabad and Bangalore markets in the 2nd phase.
Emami manufactures products under various categories namely Hair Care, Skin Creams and Lotions, Talcum Powder and ayurvedic health care products. Emami's Boroplus portfolio is worth Rs 400 crore, comprising of three brands -- BoroPlus Antiseptic Cream, Boroplus Advanced Moisturizing Lotion and BoroPlus Prickly Heat Powder.
