Jan 26, 2013: Emami the FMCG major has decided not to launch kids talc under its Boroplus brand after the results that have come out after test marketing the product in Andhra Pradesh. Emami had earlier contemplated to launch a talk exclusively for kids under the Boroplus brand to take on Johnson & Johnson which clearly dominates the category. The company has decided to go against the new product unless they get a good enough differentiator for the product. Boroplus is already known for its prickly heat powder and the company has a challenge of making the consumers buy more than one powder under different categories for a single family.
Emami intends to focus more on hair and skin care categories rather than on soaps and shampoos. Emami has been doing really well with its antiseptic cream and lotions with Boroplus brand and in the hair care category with Navratna oil which has got 54 per cent market share and is the market leader in that category.
