Emami rebrands Fair and Handsome; targets Rs 1,000 crore in 3-4 years

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Emami rebrands Fair and Handsome; targets Rs 1,000 crore in 3-4 years - Business Standard

Quick Summary:

FMCG firm Emami is rebranding “Fair and Handsome” almost two decades after its launch in 2005 to address the larger male grooming segment.

However, Fair and Handsome continued in the domestic market even as most companies redefined their fairness offerings to make them more inclusive in the backdrop of the global “Black Lives Matter” movement in 2020.“Every company has gone through the exercise of name change, but we continued with Fair and Handsome all this while.

On the rebranding exercise to “Smart and Handsome,” Goenka noted that the brand name had already changed in the international market about two years ago.