Accelerating Global Expansion through Market Penetration: Emami's Strategic leap into New Territories

Published on August 29, 2025

RS Goenka, Chairman of Emami Ltd, expresses optimism about the future growth of the company, citing factors such as tapering inflation, moderating interest rates, improving rural sentiment, strong monsoon forecasts, and Income Tax benefits for the middle class as contributing to a more conducive operating environment.

Emami Ltd, a FMCG major based in Kolkata, is capitalising on this optimism by planning to accelerate growth in its international business. The company's international operation already has a presence in over 70 countries, with around 80% of its local manufacturing for international markets being done.

One of Emami's most successful products, "Creme21, 7 Oils in One, Smart And Handsome," is doing well in the countries where the company focuses. Boroplus, the leading antiseptic cream in CIS countries and Russia, is another testament to Emami's international success. Navratna, a leading cool oil in Bangladesh, further expands Emami's reach in Asia.

Despite challenges in several markets, including Bangladesh, Russia, Nepal, and others, Emami has delivered good growth. The male grooming brand Fair And Handsome has been repositioned as a male grooming portfolio, Smart And Handsome, moving beyond face care to a larger playing ground.

Emami's international expansion focus is primarily on markets in Asia, including countries like India and other emerging Asian economies. The company's strategy for international expansion focuses on creating innovations that cater to local consumer preferences.

In FY25, Emami has adopted strategic brand transformations, including reshaping the growth strategy of Fair And Handsome to Smart And Handsome. The Ayurvedic hair and scalp care brand Kesh King is undergoing a strategic transformation with global brand consultant BCG. Emami is also considering strategic acquisitions to expand its international business.

However, Emami does not have a significant presence in the US markets, so it does not expect any major impact there. NH Bhansali, CEO - Finance, Strategy and Business Development, and CFO of Emami, expects good growth in Bangladesh going forward, despite some smaller turbulence and currency challenges.

The strategic transformation of Kesh King is set to take place during the Durga puja time. Emami's commitment to local talent is evident in its international workforce, where approximately 85% of employees are local talent.

In conclusion, Emami Ltd is poised for growth in its international business, leveraging its successful products, strategic brand transformations, and focus on local consumer preferences. The company's optimism for the future is shared by many, as favourable economic conditions and strategic moves position Emami for success in the global market.

Accelerating Global Expansion through Market Penetration: Emami's Strategic leap into New Territories