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Emami SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: November 17, 2023Read time:

Here is a detailed SWOT analysis of Emami covering strengths, weaknesses, opportunities and threats.

Emami Strengths

  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

Above are the strengths in the SWOT Analysis of Emami. The strengths of Emami looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Emami Weaknesses

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

These were the weaknesses in the Emami SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Emami Opportunities

  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

Above we covered the opportunities in Emami SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Read more about Emami

Emami Threats

  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

The threats in the SWOT Analysis of Emami are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Emami SWOT analysis.

About Emami

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Emami Overview
Parent Company



Consumer Products, Food & Beverages



TaglineMaking people healthy & beautiful naturally

Products that cater to niche segments

Emami STP

Products and services for daily needs

Target Market

All Indian households especially middle class


Herbal, natural and organic products for both beauty and health

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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