Rajneesh De, Consulting Editor, APAC News Network
One of India’s leading FMCG companies, Emami was established in 1974 and in just a few decades, it has expanded globally into a Rs 25,000 crore business conglomerate. Today, Emami boasts a proud legacy in sync with group’s vision is ‘Making people healthy and beautiful, naturally’. The company has a distinctive Ayurveda and herbal focus, which has gained popularity in international markets including the Middle East.
Emami has been leveraging technology to create increased brand awareness for its products. One of the biggest trends of the pandemic era across geographies is the shift to digital and e-commerce. Consumers today continuously connect with a plethora of brands through new media channels beyond the FMCG company’s control.
Strategies behind Emami’s digital transformation journey
Emami has been investing deeper into their digital and technology-based initiatives, which are translating into a D2C access and circumventing intermediaries. The company is not only marketing products through stores and ecommerce, but also marketing customised products exclusively for online sales. At the same time, Emami also looks to derive insights into the consumers which will help the companyfurther understand consumer preferences, resulting in quicker offtake and superior holistic profitability.
