FMCG major, Emami has widened the marketing budget for its flagship skincare brand 'Boroplus' to Rs 50 crore this fiscal as the company plans to introduce a slew of products under the said brand this year. Thus, with this the company which plans to make Boroplus a Rs 500-crore brand in the next two years, expects sales growth of 25 per cent this year.
The company has launched sun protection range under the brand and is currently evaluating various segments of skincare that it can enter. The company is planning to introduce categories like face wash under the umbrella and is also evaluating more variants of lotions and other skincare products, where Boroplus as a brand can be extended.
In line with its strategies to garner sales of Rs 500 crore, the Kolkata-based firm is looking to tap the rural areas for which it has lined up various marketing initiatives in the coming months. It will be airing ads on radio channels to connect with the masses in rural areas. At present, the Boroplus is available in antiseptic cream, winter cream and lotion segments.
