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Emami group’s flagship FMCG firm Emami Ltd has forayed into the feminine hygiene space by acquiring sanitary napkin brand She Comfort from Mumbai-based Royal Hygiene Care Pvt Ltd (RHCPL) for an undisclosed amount, as per a press statement.

“The brand offers synergy with our businesses of personal & healthcare products and will add a new dimension to our existing portfolio. The acquisition of ‘She Comfort’ is part of an aggressive strategy to strengthen our presence significantly in the personal & healthcare segment,” said Harsha V Agarwal, director, Emami Ltd.

“The acquisition of ‘She Comfort’ brand is a part of our inorganic growth strategy and is being funded through internal accruals,” NH Bhansali, CEO – Finance, Strategy & Business Development, Emami Ltd.

He added that the sanitary napkin market is currently a low penetrated category but with growing literacy and awareness of healthy lifestyle, more consumers are entering this segment.

The firm said the sanitary napkin market has a size of over Rs 2,100 crore with low penetration and is growing at 19 per cent.

Emami plans to use its distribution network to reach out to our consumers in both rural and urban markets.

This deal marks the company’s move to revisit inorganic growth strategy after a gap of three years.

(Edited by Joby Puthuparampil Johnson)

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