Emami Fair and Handsome SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

Emami Fair and Handsome SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Emami Fair and Handsome, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Emami Fair and Handsome to benchmark its business & performance as compared to the competitors, and make strategic improvements. Emami Fair and Handsome is one of the leading brands in the FMCG sector.

The article below lists the Emami Fair and Handsome SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Emami Fair and Handsome SWOT Analysis:

SWOT Analysis of Emami Fair and Handsome

For Emami Fair and Handsome, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Emami Fair and Handsome Strengths

The strengths of Emami Fair and Handsome looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Emami Fair and Handsome :

1. Created the category of fairness creams for men. Hence, first mover’s advantage
2. Endorsed by Indian movie stars, hence enhanced nationwide recall
3. The product is available in sizes of 9ml, 30ml and 60ml, customised for various pockets.

4. Good availability and distribution owing to parent company

5. TVCs and print ads help brand boost visibility

Emami Fair and Handsome Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Emami Fair and Handsome SWOT Analysis:

1. The brand has a limited market share compared to international leaders

2. Allegations of false results of using fairness creams hurts brand image

Emami Fair and Handsome Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Emami Fair and Handsome SWOT Analysis:

1.  Largest player in the men’s fairness cream category, can leverage on that
2.Growing interest in personal grooming amongst Indian men
3. The growing Indian economy and the growth in disposable income have led to strong demand for fairness creams

Emami Fair and Handsome Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Emami Fair and Handsome are as mentioned:

1. A lot of competition emerging in the segment with all the major players targeting men
2. These brands face the issue of the reluctance of men to be seen using a cream because cosmetics traditionally is viewed as a category meant for females.

Emami Fair and Handsome Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Emami Fair and Handsome:

1.Fair and lovely for men
2.Nivea whitening
3.Garnier Men power light

Hence this concludes the Emami Fair and Handsome SWOT analysis.

Continue reading more about the brand/company.

About Emami Fair and Handsome

Emami Fair and Handsome Overview
Parent Company



Skin care



Tagline/ Slogan

World’s No. 1 fairness cream for men


5 Power Fairness system: Double strength peptide complex, Sun guard, Stress busters, Anti bacplus, herbo cool

Emami Fair and Handsome STP

Fairness Cream

Target Market

Urban young Men from middle and upper middle class


World’s No. 1 fairness cream for men

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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