Date:21/10/2005 URL: http://www.thehindubusinessline.com/2005/10/21/stories/2005102101880901.htm

Back Shah Rukh to endorse Emami's chyawanprash

Our Bureau

KOLKATA: Bollywood star Shah Rukh Khan will be the new brand ambassador for Emami Ltd's Sona Chandi Chyawanprash. Sourav Ganguly and Sunny Doel already endorse the product.

Mr Aditya Agarwal, Director of Emami, said at a press conference that the brand currently enjoys 18 per cent market share, with sales of Rs 30 crore. Dabur Chyawanprash is the market leader with 60 per cent share.

Emami hopes to increase sales of Sona Chandi Chyawanprash to Rs 40 crore this fiscal. "With this, our market share is likely to increase to 25 per cent," Mr Agarwal said.

He said that in 2004-05, the brand grew 8 per cent against the industry average of 6-7 per cent.

The company has chalked out a Rs 8-crore advertisement campaign centred around all the three brand ambassadors, he said.

"We launched the Sona Chandi brand in 1999 and within five-six years captured 18 per cent of the market share. We have changed the product dynamics of this sector," Mr Agarwal added.

As chyawanprash is basically a winter product, Emami has also developed a summer variant called Amritprash.