Emami has acquired ‘Dermicool’, one of the leading brands in Prickly Heat Powder and Cool Talc category from Reckitt for a total consideration of Rs 432 crore excluding taxes & duties. The acquisition is funded through internal accruals and is subject to customary closing conditions.
The brand is popular for providing cooling and respite from prickly heat caused during summer season and has high consumer connect through its marketing campaign jingle, 'Aaya Mausam Thande Thande Dermicool Ka'. It commands around 20% market share in the high growth and low penetrated category. Combined with Emami's Navratna Cool Talc, Emami will become leader in this niche category which would also help realize synergetic benefits and optimize costs.
Emami is the flagship company of the Emami Group and engaged in manufacturing products under various categories namely Hair Care, Skin Creams and Lotions, Talcum Powder and ayurvedic health care products.
