Emami, a well-established FMCG player from Kolkata, is taking a bold step to tap into the rapidly growing male grooming sector. The company has rebranded its long-standing product “Fair and Handsome” to “Smart and Handsome,” aiming to resonate more with younger generations, particularly millennials and Gen Z.
Emami is targeting a revenue of Rs 1,000 crore within the next 3-4 years, according to Vice-Chairman Mohan Goenka.
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Bollywood star Kartik Aaryan has been brought on board as the new face of the brand to further connect with its audience. While the male grooming industry in India is currently valued at Rs 18,000 crore, Emami is preparing to expand its product range, transitioning from its niche skincare offerings to a more comprehensive male grooming portfolio.
Goenka highlighted that although the FMCG sector is seeing slow growth, male grooming is a rapidly emerging category as men increasingly seek products that address multiple skincare needs, such as hydration, oil control, and skin health.
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Emami’s “Fair and Handsome” has traditionally catered to a skincare market worth around Rs 250 crore and the Rs 500 crore facewash segment. However, with the rebranding and a broader product line, the company is aiming for a bigger share in the growing male grooming space, which is expected to rise to Rs 32,000 crore in the next five years.
