Emami finalises Rs20-crore marketing budget for Zandu Balm

The brand will now focus on Indian youth and rural markets

Emami Ltd has earmarked Rs20crore as the marketing budget for its healthcare product, Zandu Balm, for the current fiscal. It recently signed up cricketers Virender Sehwag, Amit Mishra and Dinesh Karthik as brand ambassadors for the Zandu Balm brand.

The company is also planning to come up with a new ad film for the balm by June 2010 which will involve all the brand ambassadors. The film will be directed by Prahlad Kakkar and the script will be written by Adi Pocha.

“The size of the pain-relieving market in India is estimated to be about Rs1,500 crore and Zandu Balm holds the pole position in this category. We intend to popularize the Zandu Balm brand among Indian youth. Our objective is to make the brand more acceptable to the young generation in India,” said Mohan Goenka, director, Emami Group.

Zandu Balm is currently a Rs200-crore brand and is expected to maintain an annual growth rate of 15%. The company is planning to launch low-unit packs to penetrate rural markets.

Founded in 1974, Emami is a Rs3,000-crore diversified business group. It has activities in FMCG, newsprint, hospitals, edible oil and realty sectors.

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Property prices drop in some pockets of Mumbai

A few developers who were increasing prices so far, are trying to clear inventories by dropping or freezing tariffs

Many media companies and financial institutions have been coming up with reports which indicate that property prices have reached the levels touched in 2007, and will increase further.

But the real picture seems to be different.

A few developers were hiking prices in Mumbai over the past three months, but inventories have been piling up. Ergo, developers who are sitting on these inventories are either lowering or freezing their prices.

The Nahar Group is a case in point—it has reduced prices in its project ‘Nahar’s Amrit Shakti’, situated at Powai in central Mumbai. A two-bedroom hall & kitchen (BHK) of 1,150 sq ft is retailing at Rs7,800 per sq ft—the price was Rs8,500 per sq ft one-and-a-half months back.

K Raheja Corp is launching two new towers at ‘Raheja Vistas’ (also at Powai), at Rs7,900 per square feet. The developer has no plans to increase prices. 

Developers who are planning to come up with new projects are also not increasing prices, but are trying to keep them at reasonable levels. According to Ressex data (released by real-estate advisory firm Liases Foras), the number of units sold in Mumbai went down by 25% in December 2009 compared to September 2009.

Currently, inventories in the Mumbai Metropolitan Region (MMR) stand at 82 million sq ft and Ressex data indicates that demand for high-value properties continues to be depressed.

Developers who have to offload 500 units to 1,000 units over the next two years are also keeping a lid on prices.

For many media companies, headlines that point to property prices rising even further, usually translates into increased advertising revenue. In some cases, they have equity deals with realty companies which include an agreement to project reports that favour these companies. A reader has written to point out that some of these headlines sound like “quotes from the builder.” 

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COMMENTS

vivek

7 years ago

Will new RBI real estate index will curb Black Money in real estate.. ?

deepak

7 years ago

Good article. Independent (of vested interests) reporting is where moneylife differentiates itself from other business publications
Quote
"
For many media companies, headlines that point to property prices rising even further, usually translates into increased advertising revenue. In some cases, they have equity deals with realty companies which include an agreement to project reports that favour these companies"
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On a Tear

Tamil Nadu Newsprint is a market leader in computer stationery with a 30%-plus operating margin

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