Emami Limited has announced the acquisition of “Dermicool”, one of the leading brands in Prickly Heat Powder and Cool Talc category from Reckitt for a total consideration of Rs. 432 crores excluding taxes & duties. The acquisition is funded through internal accruals and is subject to customary closing conditions.
The brand is popular for providing cooling and respite from prickly heat caused during summer season and has high consumer connect through its marketing campaign jingle, ‘Aaya Mausam Thande Thande Dermicool Ka’. It commands 20% market share in the high growth and low penetrated category. Combined with Emami’s Navratna Cool Talc, Emami will become leader in this niche category which would also help realise synergetic benefits and optimize costs.