Emami launches men's face wash in Rs 10 pack, targeting rural market

CHENNAI: FMCG major Emami has introduced a 7gm tube of its men's face wash -- Fair and Handsome -- priced at Rs 10.
Mohan Goenka, director, Emami said, “Given the Indian weather, face wash has a huge potential for growth and is a highly relevant product for consumers. However, men's face wash, a low penetrated category is predominantly led by top urban markets.The launch of our face wash pack, priced accessibly at Rs 10, is expected to cater to the aspirations of the value-conscious men in the untapped markets, which is beyond urban metro cities.”
The face wash has been launched to penetrate the largely untapped market of smaller Tier III and Tier IV cities and rural India.
Major brands in men's face wash category totals to approximately Rs 250 crore with 30% year-on-year growth rate. Approximately 80% of face wash sales come from urban India.