*Emami’s turnaround plan for Kesh King* *By The Valuation School* FMCG company Emami is facing challenges with its ayurvedic hair care brand, Kesh King. The brand has been seeing a decline in sales—dropping 10 percent in the third quarter and 12 percent over the first nine months of the current financial year. The main reasons behind this are competition and issues within the hair oil category itself. To fix the problem, Emami has brought in global consulting firm BCG (Boston Consulting Group) to create a strong revival strategy for Kesh King. The company believes that once they start implementing BCG’s plan, the brand will bounce back in the next one or two quarters. *Why is Kesh King Struggling?* According to Mohan Goenka, Emami’s Vice Chairman, the issue is not just with Kesh King but with the entire hair oil category. People are shifting away from traditional oils, and the market itself is facing a slowdown. However, he stressed that Emami cannot just wait for the market to improve—the company is already working on multiple new opportunities within the shampoo and hair care segment. *Emami’s Recent Moves: Rebranding "Fair & Handsome"* Apart from trying to revive Kesh King, Emami is also focusing on other brands. Earlier this month, it rebranded its popular men’s fairness cream, "Fair & Handsome," to "Smart & Handsome." The term "fairness" is losing relevance as consumers today prefer skincare that focuses on glow, confidence, and overall grooming rather than fairness alone. With this rebranding, Emami hopes to tap into a wider male grooming market, which is growing rapidly. "Fair & Handsome" has been a leader in its category, holding around 65 percent market share in India’s men’s grooming segment. Currently, the brand earns about ₹250 crore per year, but Emami has big ambitions—it wants to grow this number to ₹1,000 crore in the next three to four years by launching new products. *Emami’s Overall Performance in Q3 FY25* Despite the struggles with Kesh King, Emami posted a 7 percent increase in net profit in the third quarter of FY25. - Net profit: ₹278.98 crore (up from ₹260.65 crore last year) - Revenue: ₹1,049.48 crore (5.3 percent growth compared to ₹996.32 crore in Q3 FY24) This shows that while some brands are struggling, Emami is still growing overall. The company is taking proactive steps—reviving Kesh King, rebranding its men’s grooming range, and focusing on new products—to maintain strong growth in the coming years. *Acha laga, react & share karo & follow our social media for more updates & financial content:* ✅ WhatsApp Channel: https://t.ly/BJTRY ✅ Youtube: https://t.ly/lJqST ✅ Newsletter: https://t.ly/L2vK2 ✅ Instagram: https://t.ly/SLIX4 ✅ LinkedIn (Parth Sir): https://t.ly/mN4yj ✅ LinkedIn (The Valuation School): https://t.ly/Hbeh0 *NOTE:* This post is just for educational purpose and not a buy or sell recommendation.