Emami eyes Rs 1,000 cr revenue from male grooming segment in next 3-4 years: Mohan Goenka

In a strategic move that echoes the evolving aspirations of today's dynamic young men, Emami Ltd has reimagined its “Fair And Handsome” brand as “Smart And Handsome”. This rebranding signifies a refreshed identity and a cultural pivot towards holistic male grooming—an industry rapidly growing in India and abroad.

At the heart of this transformation lies a deep understanding of the modern man, whose grooming needs extend beyond appearances to encompass confidence, individuality, and self-expression.
The new TV commercials launched for the rebrand exercise also reflect new brand positioning, from a mass product to the masstige and aspirational one. Emami already has The Man Company (TMC), a premium male grooming brand.

“This is a big, bold move for us,” shared Mohan Goenka, the Vice Chairman and Whole-time Director of Emami Ltd., of Emami Ltd., in an exclusive interview with e4m at his Kolkata office. “After 20 years of being a leader in the fairness cream segment, we realised it was time to expand our horizons. The grooming needs of Indian men have evolved, and so must our brand.”
The company has invested handsomely in R&D and manufacturing to roll out its range of products by April this year. This includes bodycare, handwash, haircare, shaving cream, styling wax and perfumes.

The male grooming category in India is currently sized at nearly Rs 18,000 crore which is likely to grow at the 7 percent CAGR reaching over Rs 35,000 crore in the next seven years. Goenka is confident that Emami’s revamped and expanded category will capitalise on this growth. “The move from fairness to smartness allows us to cater to a much larger audience and expand into categories beyond face cream and face wash. We’re aiming for a Rs 1,000 crore business in the next three to four years, up from Rs 250
crore at present,” he said. Fair and Handsome has contributed nearly 10 percent to Emami's FMCG business. With the expansion into a broader category, the grooming segment's share is expected to rise to 15 percent. "Our male grooming brand has been among the fastest-growing in recent years, which gives us tremendous hope," he quips. Perhaps this optimism explains why the listed firm has chosen to make a bold move at a time when India Inc., particularly FMCG players, grapples with challenges like inflation and softening consumer demand. Mohan’s flair for disruptive innovation came into the spotlight in 2005 when he launched Fair and Handsome, carving out a new category in men’s grooming in India.

The brand swiftly rose to claim the top spot in India, redefining the norms of male grooming along the way. However, the segment still holds untapped potential, with no brand offering a truly comprehensive product range. Even Emami, despite its first-mover advantage, missed capitalizing on this emerging category. "Now, Emami will be a one-stop solution for the dynamic grooming needs of men. The aspirations of Indian men are rising, and we’re well-positioned to cater to these evolving needs,” he asserted.

A new narrative
Explaining the rationale behind transitioning from "Fair" to "Smart," Goenka insists, "This change reflects a significant shift in consumer behavior. Today’s consumers are moving beyond the fairness narrative, focusing instead on holistic grooming and confidence. Brightening, de-tanning, glow, tone perfection and other such terms have replaced the traditional fairness jargon. This evolution in vocabulary was a signal for us to reposition our brand.”

Rebranding is rarely a company’s first choice, especially for a legacy brand like Fair and Handsome. Moreover, with over half of our consumers hailing from rural areas, the decision wasn’t taken lightly. However, after thorough research and a deep dive into market trends, we recognised that the timing was right, he explained.

Marketing strategy
Roping in Actor Kartik Aaryan was undoubtedly a bold move, Goenka acknowledged, elaborating on the rationale behind the new face of the reimagined brand. "Kartik perfectly embodies the energy, style, and relatability that resonate with today’s young consumers, making him the ideal choice to lead this refreshed identity forward," he explained.
“Salman and Shah Rukh Khan are legends, but Kartik brings a fresh, youthful energy that aligns with our vision for Smart and Handsome. With his energy, style, and charisma, Kartik embodies the brand’s ethos of encouraging men to look and feel their best every day.”

Emami has allocated Rs 15 crore for marketing the rebranded range over the next three months, targeting both urban and rural markets. “Our primary audience remains the masses,” Goenka stated. “Half of our business comes from rural India, which makes TV advertising crucial, accounting for 50% of our budget. Digital channels, which constitute 30-35% of the budget, will help us connect with younger, urban consumers.”

The new positioning statement, "Har Roz Handsome Code," captures the brand’s commitment to providing men with grooming solutions that enhance both their confidence and personality. The transition strategy focuses on continuity and familiarity, he stated. “We’re not dramatically changing the packaging. The design remains familiar, and we’re clearly communicating that ‘Fair and Handsome is now Smart and Handsome’ on the packaging itself. This ensures existing customers aren’t alienated,” Goenka said.

The competition in the male grooming market is intense, but Goenka is optimistic. “We’re available in 15 lakh outlets, far surpassing any competitor in terms of reach,” he said, adding, “No other brand in this space has such a strong distribution network, which gives us a significant advantage.” We are excited to launch our products and eagerly await consumer feedback to gauge their reception, Goenka quips