Emami Ltd. has acquired Dermicool from Reckitt for Rs 432 Crores to become India’s most many prickly heat powder and talc maker. “The acquisition is funded via internal accruals and is subject to customary closing conditions,” the company had said in its stock filing.
Dermicool is famous for providing cooling and rest from irritating heat caused during the summer season and has a high consumer connect via its marketing campaign jingle ‘Aaya Mausam thande thande Dermicool ka’. The company controls over 20 per cent market share in the category.
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Combined with Emami’s Navratna Cool Talc, Emami will become the leader in this category, which will also help discover synergetic benefits and optimise costs, Harsha V Agarwal, Director of Emami, said in a statement.
