Emami eyes personal care, healthcare bet on D2C

Last year, the company picked up a minority stake in True Native F&B, which markets nutritional products under the TruNativ brand. It also acquired a 30% stake in pet-care startup Cannis Lupus Services India.

Emami is open to partnering and investing in more such brands, Director Harsh V. Agarwal said at an event organized by industry body FICCI in New Delhi on Monday.

Emami sells personal care brands such as Navratna, Kesh King and Fair & Handsome. In FY22, its revenue from operations stood at 3,192 crores.

DTC brands are gaining popularity as they provide more choice to the consumers beyond the big traditional brands. This has prompted traditional companies to participate in emerging consumer trends by investing in DTC brands. These companies are also using their offline distribution weight to expand the reach of these brands across normal trade channels.

“We are always on a look-out. It’s always a good time to buy, but it’s going to be strategic depending on what you’re able to do with it, and at what price you’re able to buy something.”

Earlier, the company had said that such smaller direct-to-consumer players are playing an important role in educating consumers and making the respective category more innovative and exciting. Consumer goods companies have also seen a spurt in online demand for their goods.

In FY22, Emami’s e-commerce revenue doubled, contributing 5.5% of its domestic business. The company also launched DTC websites for its Zandu, Kesh King and BoroPlus brands. In March 2022, it acquired Dermicool from Reckitt Benckiser Healthcare India Pvt. for limited 432 crores. The company also has majority stakes in Brillare Science and Helios Lifestyle which sell male grooming products under The Man Company brand.