Mohan Goenka
Director, Emami Group of Companies
It was the launch of Fair and Handsome brand in 2005 that came as a challenge for the company but is perhaps one of the most important for our company. We wanted to enter a virgin territory of Men’s fairness cream in India. Through our market survey, we found out that this need among Indian males existed and chose to bring men out of the skin colour closet by launching ‘Emami Fair and Handsome’. We perceive this more as a ‘landmark concept’ than just a product. Emami that way has been the first mover in the category by the launch of Emami Fair and Handsome. It is a brand that created the men’s fairness cream segment in India.
Director, Emami Group of Companies
It was the launch of Fair and Handsome brand in 2005 that came as a challenge for the company but is perhaps one of the most important for our company. We wanted to enter a virgin territory of Men’s fairness cream in India. Through our market survey, we found out that this need among Indian males existed and chose to bring men out of the skin colour closet by launching ‘Emami Fair and Handsome’. We perceive this more as a ‘landmark concept’ than just a product. Emami that way has been the first mover in the category by the launch of Emami Fair and Handsome. It is a brand that created the men’s fairness cream segment in India.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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