Emami SWOT Analysis, Competitors & USP

Posted in FMCG, Total Reads: 10631

SWOT Analysis of Emami with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company



Consumer Products, Food & Beverages




Products that cater to niche segments



Products and services for daily needs

Target Group

All Indian households especially middle class


Herbal, natural and organic products for both beauty and health

SWOT Analysis


1. Its strategy is to develop niche segments into brands which have always given it the first mover’s advantage. It did just that with its men’s fairness cream — Fair and Handsome — as it carved out a virgin segment from within what is now a Rs 1,400 crore fairness cream market in India.

2. Emami covers all the states with 32 depots across India and enjoys a wide distribution network comprising strong network of 3500 distributors and 4000 sub distributors , with direct retail reach across of 5,00,000 outlets

3. Strong brands in its portfolio; Boroplus,  Navaratna, Fair & Handsome, Zandu are all Rs 100 crore plus brands.

4. Significant international presence in countries like Ukraine, Russia and Nepal


1. It has not diversified much. It had planned to enter into baby care segment but later on pulled back.


1. Demographic trends like increasing population and purchasing power favor the consumer healthcare market, thus opportunities for growth.

2. Related diversification into growing categories

3. With growth in modern retail, it should look into opportunities of how to cater to this channel


1. Intense and increasing competition amongst other FMCG companies
2. FDI in retail thereby allowing international brands and increasing bargaining power of big retailers which could negotiate for better margins
3. Competition from unbranded and local products



1. HUL

2. Nestle

3. Marico

4. ITC

The brandguide table above concludes the Emami SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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