Emami cashes in on hygiene demand with new sanitiser

New Delhi

After an entry into the hygiene space with the launch of BoroPlus hand sanitiser in April, Emami has expanded its BoroPlus Hygiene Range with the launch of toilet soap bars and hand washes.

Priti Sureka, Director, Emami said the winter specific Boroplus brand will become a year-long brand without having to depend on the vagaries of the weather.

Sureka said the foray will be a booster for the brand and Emami will be launching soaps, handwashes and sanitisers under this umbrella.

Sureka said post Covid, people are looking at strong antiseptic quality in soaps. Boroplus is already established and known for its antiseptic values and that is being leveraged by the company.

There is a big consumer base for Boroplus and Emami is seeking to do turnover of Rs 80-100 crore in the personal hygiene category in the current fiscal which shows the aspiration of the brand, Sureka added.

The personal hygiene foray will be a nationwide launch and will leverage the herbal and ayurvedic salience of the brand. “The frequency of bathing has gone up due to the health and hygiene concerns due to Covid. Similarly, while immediately during the pandemic, people rushed to buy any sanitiser brand they could get, it is a return to the trusted brands now,” Sureka said.