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Navratna Cool Talc joins Rs 100 crore brand club: Emami

NEW DELHI: Kolkata-based FMCG firm Emami today said its Navratna Cool Talc has entered the list of its brands with Rs 100 crore turnover. 

A brand extension of the Navratna power brand, the talc has emerged as the first sub-brand to join its list of Rs 100 crore brands, the company said in a statement. 

The other Rs 100 crore brands of the group include Boro Plus, Fair & Handsome and Mentho Plus. 

Emami CEO, Sales, Supply and Human Capital N Krishna Mohan said that Navratna Cool Talc has been growing by 40 per cent per year since 2006 despite the fact the growth of the talcum powder category as a whole has nosedived. 

"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," he said. 

It enjoys a sizeable 
market share of 18 per cent of the Rs 430 crore cool talc and prickly heat powder sub-segments of talcum powder, the company claimed. 

Navratna Cool Talc, which recorded 80 per cent growth in last fiscal, is now targeting 25 per cent Year-over-year growth volume in this financial year, Emami said. 

From June onwards, the company said, it will roll out campaigns featuring featuring Bollywood-star 
Shahrukh Khan targetting power-cut afflicted consumers of UP, Bihar, MP, Maharashtra, Jharkhand, Tamil Nadu and Chhattisgarh as a category expansion initiative. 

It would run the campaign as a relief provider around the concept of extreme physical discomforts during painful long hours of power cuts faced by masses, it added. 

For Southern markets, it has roped in Jr NTR who would appear in the same campaign, the company added.