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Marico pockets Oriental Extractions soap brand Manjal

04
Jan '06
Cosmetic maker Marico informed that the company has acquired the herbal bath soap brand Manjal from Oriental Extractions for an undisclosed sum.

The deal marks the entry of Marico into the highly cluttered toilet soap market.

Manjal has an annual turnover of about Rs 9 crore, largely in Kerala, with a growing market share. Manjal's brand equity owes its strength to its unique turmeric-based formulation, which gives the consumer a superior bathing experience.

The soap has been hitherto marketed under the banner of S D Pharmacy, a sister concern of Oriental, with over 65 years of expertise in Ayurvedic proprietary medicines and OTC products in Kerala.

Last year, Marico had acquired a clutch of soap brands in Bangladesh Camelia, Magnolia and Aromatic which signalled its entry into the toilet soaps market in Bangladesh.

Harsh Mariwala, CMD, Marico, expected Manjal to do better in future through an expansion of reach with the company's network, as also with a better leveraging of the quality of the soap and its positioning.

Mumbai based Marico's products and Services in Hair care, Skin Care and Healthy Foods during 2004-05 generated a Turnover of about Rs.10 billion (USD 230 Million) from 12 brands - Parachute, Saffola, Sweekar, Hair & Care, Shanti, Mediker, Oil of Malabar, Mealmaker, Sil, Revive, Kaya and Sundari.

The Economics Times


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