Emami Limited announced the acquisition of Dermicool, one of the leading brands in Prickly Heat Powder and Cool Talc category from Reckitt for a total consideration of? 432 crores excluding taxes & duties.
The acquisition is funded through internal accruals and is subject to customary closing conditions. The brand is popular for providing cooling and respite from prickly heat caused during summer season and has high consumer connect through its marketing campaign jingle, ‘Aaya Mausam Thande Thande Dermicool Ka’. It commands “‘20% market share in the high growth and low penetrated category. Combined with Emami’s Navratna Cool Talc, Emami will become leader in this niche category which would also help realise synergetic benefits and optimize costs, the company said in its statement.
Commenting on the development, Harsha V Agarwal, Director, Emami Limited said, “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 & cool talc category. With increasing global warming and soaring summer temperatures, such problem solution niche products are poised for strong growth in future.”
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