Emami announced the acquisition of ‘Dermicool’ from FMCG giant Reckitt for Rs 432 crores, minus taxes and charges, on Friday. According to a statement from the firm, the transaction is funded through internal accruals and is subject to usual closing conditions. According to Emami, the brand, which is famed for its jingle “Aaya Mausam Thande Thande Dermicool Ka,” has a 20% market share in the high-growth, low-penetration category. When combined with Emami’s Navratna Cool Talc, Emami will become the market leader in this specialised sector, allowing for synergistic advantages and cost savings.
Harsha V Agarwal, Director, Emami Limited said regarding this development, “We are very happy to announce the acquisition of Dermicool brand which offers great synergy with our existing businesses and is a perfect strategic fit. It will strengthen our presence to make us 1 in the prickly heat powder and cool talc category. With increasing global warming and soaring summer temperatures, such problem solution niche products are poised for strong growth in future.”
