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Kolkata-based FMCG major Emami has launched its facewash under the “Fair and Handsome” brand.
Called, “Fair and Handsome Instant Fairness Face wash”, it is formulated for tough and thick male skin.
According to Mohan Goenka, Director, the brand “Fair and Handsome” contributes around ₹200 crore towards Emami’s ₹1,700 crore turnover.
“The face-wash has already been rolled out across markets in Delhi, Kolkata and Mumbai. Over the next six months it will be available nationally,” he said. Currently, the “Fair and Handsome” brand has only one offering under the fairness cream segment. While Shah Rukh Khan endorses the fairness cream, Emami has not yet zeroed in on any celebrity for the facewash.
Sources estimate the men’s fairness market segment – that include creams and facewash – to be around ₹500 crore.
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