May 30, 2013: Navratna Cool Talc which is famous for its tagline ‘Thanda Thanda Cool Cool’ recorded a 80 per cent growth in sales in 2012-13 and has gone on to become a Rs.100 crore brand. Emami’s talcum powder is expected to grow at 25 per cent year on year in the coming years. Navratna Cool talc has got a market share of 18 per cent in the talcum powder category which has in fact hit the maturity level.
Speaking about Navratna becoming a Rs.100 crore brand, Mr. N. Krishna Mohan, Emami CEO (sales, supply and human capital) said “Our strategy to focus on building robust umbrella brands with strong and consumer relevant sub-brands is giving us the envisaged results. The success of Navratna Cool Talc is testimony to this.”
Emami which has actor Shahrukh Khan endorsing Navratna brand is planning to come out with new marketing campaigns to boost growth and connect with consumers. The company plans to take the brand to the interiors of the country where the heat is more and there are frequent power cuts.
The new campaign developed by agency Leo Burnett will start appearing from next month. Emami has also roped in Jr.NTR the south based actor to feature in the new campaign.