Emami acquires Royal Hygiene’s sanitary napkin brand

A move that marks its entry into Rs 2,000-crore sanitary napkin market in India, consumer goods maker Emami Ltd has acquired She Comfort, a sanitary napkin brand, from the Mumbai based products Royal Hygiene Care Pvt Ltd. While the value of the deal was not disclosed, some experts estimate it to be in the range of Rs 30-40 crore.

The sanitary napkin market in India, which is dominated by the Whisper (manufactured by Procter and Gamble) and Stay Free (by Johnson and Johnson Ltd), is growing at 19% annually and has a very low consumer penetration.?

The acquisition is a result of Emami’s aggressive strategy to strengthen its presence significantly in the personal & healthcare segment. She Comfort brand offers synergy with the company’s businesses of personal and healthcare products.