?Emami Healthy & Tasty to become Rs.5000 crore brand in 3-5 years

Emami Group, the Rs. 12,000 cr diversified business house in India with a market cap of around Rs.50,000 cr, takes its edible oil brand "Emami Healthy & Tasty" on a national platform by expanding its footprints in the northern and western parts of the country. 

Emami Healthy & Tasty is one of the leading edible oil brands with a leadership presence in West Bengal.

Having consolidated its position in the existing market of West Bengal, Emami Healthy & Tasty, manufactured and marketed by Emami Agrotech Ltd, the edible oil arm of Emami Group is entering Maharashtra, Delhi & NCR regions, Uttar Pradesh, Haryana, Punjab, Bihar and Odisha with its range of mustard, soybean, sunflower and rice bran oil.

Aditya V Agarwal, Director, Emami Group said, "We are very excited to introduce our edible oil brand – Emami Healthy & Tasty in the national market. H&T, since its launch in West Bengal, has become one of the fastest growing edible oil brands with a CAGR of around 50% for the last 3 years. 

The brand enjoys 16% market share in West Bengal currently and its Rice Bran oil variant enjoys category leadership with a 57% market share in the State. The national launch is expected to triple the brand’s volume growth in a year’s time."

Agarwal further added, "We have lined up aggressive marketing plans involving both ATL and BTL activities, with a total A&M investment of around Rs.150-200 cr in the brand for it to become Rs.5000 cr brand in the next 3-5 years.

I also take this opportunity to announce Amitabh Bachchan’s association with our brand ‘Emami Healthy & Tasty’ nationally, for a universal consumer connect."

Manish Goenka, Director, Emami Group said, "We are very aggressive with the national launch of Healthy & Tasty and have set an ambitious growth target. 

We are confident of winning the consumer trust with both our quality products and innovative consumer led marketing communication. In the 2nd phase of rollout, regions like Madhya Pradesh, Rajasthan, Jharkhand would be covered."

Goenka further added, "Emami at present has two edible oil refining units in Haldia (West Bengal) and Krishnapatnam (Andhra Pradesh) and packaging units in Jaipur with more than 5000 tonnes per day / 16 lac tonnes per annum refining and packaging capacity. We plan to add new refining units in Jaipur and in West Coast of India to cater to the rising demand of western part of India."

Sudhakar Desai, CEO, Emami Agrotech Ltd, said, "We have put together a strong distribution network for establishing the national journey of Emami Health & Tasty with direct coverage in 4-5 lac outlets and product reach in almost 30 lac outlets in India.