To supplement the initiative, the company is in the final stages of acquiring a FMCG outfit in Africa and a popular consumer product brand in Europe. Emami already has two overseas outfits Emami UK and Emami Bangladesh.
Prashant Goenka, head of the global business and one of the directors, said Emami is building three over the counter ayurvedic brands for the overseas markets and these will not be launched in the domestic market.
Besides, it is projecting 'Emami' as a brand itself for the personal care product in the overseas market and will spend over 10 per cent of its turnover for building the power brands.
Emami posted a turnover of Rs 320 crore (Rs 3.2 billion) in 2003-04 and is hoping to touch Rs 350 crore (Rs 3.5 billion) in the current fiscal.
Goenka said Emami is planning to develop Ayucare as the brand for OTC medicines in the European market. Similarly, Himani will be the brand in CIS countries and Emma will be a power brand in Africa and west Asian markets.
"The company is projecting Emami as the brand for premium personal care products in all these markets. There will be no separate brand for personal care product ranges," he said. According to him, Africa and CIS are the volume market for Emami today.
"We now need production capacity in Africa as we cannot anymore depend on our production line in India. We have shortlisted few outfits in Africa," he said.
"The acquisition will be completed by the end of 2005-06. Our company is also actively looking at acquiring a popular brand in Europe," he added.
Emami has production lines in Kolkata, Pondichery and Guwahati. The turnover of the overseas business of Emami is around 11 per cent of group turnover.
It is hoping that in next five years, the overseas business will grow to 25 per cent of its turnover.
