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Pilla Bewarse
Username: Ibmast
Post Number: 179
Registered: 03-2004
Posted From: 81.159.161.56
| | Posted on Thursday, June 16, 2005 - 10:45 pm: |    |
Called 'Fair and Handsome', the cream has been exclusively introduced in Andhra Pradesh, and based on the success of the product in the state, the Rs 320-crore (Rs 3.20 billion) FMCG major may consider launching it elsewhere in the country.
One of the reasons for the exclusive launch of the product in Andhra Pradesh is that male users account for 26 per cent of the state's total fairness cream market worth Rs 80. In Tamil Nadu, the contribution of male users is 30 per cent and the market size for fairness creams is Rs 55 crore (Rs 550 million).
"So far, men have been using fairness creams meant for women. They, however, have a different kind of skin which makes the creams, that are basically for women, ineffective on them," said Mohan Goenka, director, Emami Limited.
"We are, therefore, using peptide complex, a whitening ingredient that has been patented in the US. We have tied up with US-based Activor Corp for using this complex," Goenka said.
The product is currently available in 7,000 outlets in the state and Emami is targeting to sell the product in 30,000 outlets in a month's time. |
