Avendus Capital advises Reckitt on the sale of Dermicool to Emami
Overview
Emami Limited announces the acquisition of “Dermicool”, one of the leading brands in the prickly heat powder and cool talc category, from Reckitt. The transaction is subject to customary closing conditions.
Avendus Capital was the exclusive financial advisor to Reckitt on this transaction.
About Emami Limited
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 a leader in this niche category which would also help realize synergetic benefits and optimize costs.
Equity Capital Markets
USD 197 mn
Digital, Technology & Consumer
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