Emami aims for the pole position in a fragmented market

Emami Ltd, the Rs. 1700 crore homegrown FMCG major in India has entered the buoyant light hair oils segment with the launch of its Emami 7 Oils in One. Actress Yami Gautam has been roped in as brand ambassador for her wide popularity across urban and semi-urban demographies. Developed in collaboration with International hair expert Tony Pearce & Indian hair expert/specialists, the oil will offer an expert formulation for damage repair and give superior nourishment.

PR article ad comOn the occasion of this announcement, Priti A. Sureka, Director, Emami Limited said, “Light hair oil is an animated territory clocking a consistent 12.8% growth in an otherwise saturated Rs. 8,000 crore hair oil category. Young consumers are opting for the value added propositions of light hair oils with traditional hair oils facing consumer headwinds. Emami 7 Oils in One aims to gain a firm foothold in the growing and yet fragmented segment of light hair oils by establishing itself 

“Deciding to get on board with Emami 7 Oils in One didn’t take much contemplation. Long and lustrous hair is what we all dream of having. But for years we have failed to fight hair damage. And despite all attempts to restore the health of your hair, you are left with hair that feels dry, lifeless and damaged. My hair is exposed to so much styling chemicals during shooting that at the end of the day when I stand in front of the mirror it is all tousled and frizzy. That’s when I questioned myself, when the damage is so much, is one oil enough? Certainly not! I knew I needed an oil that offered the right balance of nutrients to restore the damage and get back my long, beautiful hair. And Emami 7 Oils in One does just that.”, said Yami Gautam.

Emami 7 Oils in One is enriched with the power dose proteins, vitamins and minerals derived from the potent combination of almond, coconut, amla, argan, and olive, walnut and jojoba oils.  Besides it also has 7 herbal aushad complex, which is an amalgamation of 7 herbs namely Brahmi, Arnica, Henna, Lata Kasturi, Meethi, Bhringraj and Japa. Since time immemorial, these oils have been recommended for

their nourishing and reparative properties. With Emami 7 Oils in One, these oils have been blended and bottled for the first time in the form of a single regimen for total damage control—from repairing hair damage to replenishing lost nutrients. The combination of the benefits of all the 7 oils and 7 herbal aushad is a breakthrough in hair oils. Light yellow in colour with a pleasant fragrance, the oil can also be used for styling due to its light texture.   

The pan-India rollout of the product is currently under way.  The product will be available in all metros, tier I and tier II cities across the country, except in the Southern market. The launch of the new Emami 7 Oils in One would be supported by a 360 degree integrated communication. The TVC featuring Yami Gautam will go on air on and from 25th April 2014 across channels.  Developed by Scarecrow Advertising, the TVC has been directed by internationally acclaimed ad maker Jonathan Lennard and produced by Raging Bulls. Emami 7 Oils in One will be available in 50 ml and 100 ml SKUs, priced at Rs.28/- and Rs.55/- respectively.  The product will also have 3-ml trial sachet options, priced at Re.1/- each.