Targeting consumers who are on the lookout for natural/herbal and organic solutions for their daily grooming routine, Emami Limited has launched an Ayurveda based organic Aloe Vera Gel, under the umbrella of its iconic brand BoroPlus. The insight behind launching these products is that with altering lifestyle and the rise in pollution levels, there is a growing preference for products that are natural and effective for personal care that detoxifies both internally and externally.
Speaking on the launch, Priti A. Sureka, Director – Emami Ltd., said, “Our modern Lifestyle has nudged a steady shift of consumer choice towards natural products and basic solutions. Multiple products to address the increasing skin and hair concerns lead to unnecessary confusion that often worsens the issues because of their chemical-based ingredients. Aloe Vera is a relatively new category, but one growing fast at a rate of 15-20% Y-o-Y.”
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“The market is still at a very nascent stage and wider product awareness and knowledge about Aloe’s versatile usages is highly necessary. We believe, it is the ideal time for an iconic brand like BoroPlus, which enjoys strong brand equity across generations, to diversify further to Aloe Vera Gel products, contributing to the growth of the category itself. The new communication will be aimed at educating the consumers about the versatile beneficial proposition of aloe vera gel for both skin and hair,” she added.
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