ORGANISATIONAL BEHAVIOUR II

ASSIGNMENT ON EMAMI LIMITED

Submitted to: Professor Roma Puri
Submitted by:

ABHIJIT KUMAR
ROHIT DAS BURMAN
TANUMOY CHATTOPADYAY
PRATIK SHAW
MIRAJ BHAGAT
DEBASISH JANA

INTRODUCTION
Emami Limited is one of the leading and fastest growing personal
and healthcare businesses in India, with a distinguished portfolio
of household brand names such as BoroPlus, Navratna, Fair and
Handsome, Zandu Balm, Mentho Plus Balm and Fast Relief.
Established in 1974, they have a portfolio of over 300 products
based on ayurvedic formulations. Their current operations
comprise more than 60 countries including GCC, Europe, Africa,
CIS countries and the SAARC. Emami Limited, the flagship
company of the Group, recorded a turnover of Rs 2624 crore,
2015-16.
They employ 2900 people , reach out to 40 lakh plus retails
outlets through a network of 2900 distributors and have invested
in seven plants , four regional offices, 1 overseas unit, nine
overseas subsidiaries and 33 distribution centres across India.

VISION STATEMENT

Making people Healthy and

beautiful, Naturally

MISSION
To contribute whole heartedly towards the
environment and society integrating all our
stakeholders into the Emami family.
To make Emami synonymous with natural beauty
and health in the consumer mind.
To effectively manage talents by building a learning
organization.
To strengthen and foster in the employees, strong
emotive feelings of oneness and with the company
through commitment to their future.
To drive growth through quality and innovation in
the products and services.
To uphold the principles of corporate governance.

GOALS
To be part of every household in the country
To be a major player in every product
category they venture into
To be one of the most respected marketer in
the country
To be recognized as a global brand

OPERATING GOALS OF THE

COMPANY

1. Enhance product recall through aggressive promotion

via celebrities
2. Expand distribution to reach rural pockets
3. Differentiated Value For Money products
4. Innovate and enter new product categories
5. Undertake brand extensions
6. Wider international footprint ,entry in new
geographies drive exports
7. Leverage existing distribution network.
8. Engage in effective and continuous cost control
initiatives
9. Reduce proportion of ad- spend with increase in
volumes
10. Stabilization of new launches and brands
11. Enjoy benefits of economies of scale
12. Leverage on low cost manufacturing taking full

KEY PRODUCTS

ORGANIZATIONAL STRUCTURE
Executive
Chairman
Managing
Director
Comp
Secretary &
Sr. GM-Legal

Whole time
Directors

VP [Dept.]

Advisory
Directors

STRUCTURE OF BRANDING SECTION

VP Brands
General
Manager
Brands
DGM Brands
Brand
Managers
Brand
Executives

DIFFERENTIATION AND
CENTRALIZATION
Vertical Structure
It is having a tall kind of organizational structure with
Executive Chairman at the top, controlling the
Managing Director.

Centralisation
It is a highly centralised organisation. The Brand
Managers are delegated under DGM [Branding].
Although the organisation runs in a traditional way, but
the creativity and innovations are always entertained.
So, with the help of Miles and Snows strategy typology
we can identify the organisation as a Defender
towards Analyzer.

GROUPING STRATEGY
The group strategy is for growth
through both Organic and Inorganic
expansion.
This will be driven by power brands,
upcoming brand extensions and new
launches, coupled with a wider
international presence through
acquisitions.

MERGERS & ACQUISITIONS

1998- Merged with Himani Ltd
2008- Acquired Zandu
2015- Kesh King

INTERNATIONAL PRESENCE
The International Division was established in the
90s to cater primarily to the demand of Indians
settled abroad.
The business was then small and it has over the
years assumed increasing proportions with a
phenomenal top line growth rate of more than
40% . Initially Emami IMD exported only the
brands & products that Emami marketed in India.
Now it caters to varying needs of customers in
different countries.

EFFECTIVENESS
Profitability
Around Rs 21200cr, market capitalization
Rs 2624cr net revenue in 2015-16.

Market Share

#1 in the cooling oil segment in India, KSA , UAE & Bangladesh with Navratna Oil
#1 in the antiseptic cream segment in India & Russia with Boroplus
#1 and pioneer in the fairness cream for men segment with Fair and Handsome
#1 in the pain management category with Zandu balm, Mentho plus balm and
Fast Relief
#1 in Ayurvedic medicinal category with Keshking
Navratna, Zandu Balm, Boroplus and Fair and Handsome are amongst India's
100 Most Trusted Brands (Brand Equity Survey)
Total portfolio of over 300 diverse products
120 Emami products are sold every second across the world
More than 60 countries where Emami products are sold
Over 2900 direct distributors, covering every town in India with a population of
over 20, 000

LIFE AT EMAMI
Emami has a robust Performance
Management System PRAGATI.
PRAGATI aims to emphasise on
performance, reviews and
development with an overall
objective of improving organisational
performance through individual
development.
Learning and training intervention is
aligned with the overall business

LEARNING AT EMAMI

CONFLICT MANAGEMENT
Emami lays great emphasis on
relationship building inside its own
organisation.
It nurtures talent to improve its
resource base for significant growth.
Importance is given to keep
employees motivated.
Follow relationship building through
INFLUENCE and NOT AUTHORITY.

RESEARCH & INNOVATION

Innovation in Products
Emami has used innovation to bring
about new products in the market. An
important example being the Fair and
Handsome Mens cream which was
launched in 2005. It entered an entirely
new segment with the launch of this
cream. The sale of this cream reached a
massive 50 crores in its very first year
of introduction.

Innovation in Packaging
Today packaging plays an important role to
communicate with consumers. Emami Ltd has
been fairly successful with the types of changes
they have bought about in the packaging of
their key products.
Navratna Cool Talc a key product was packed in
3D design packages to attract customers. The
sale of this product had increased significantly
as a result of this new packaging.
Mentho Plus Balm was introduced in small
economy packs to induce people with low
income to buy it.

Innovative use of promotion

Emami Ltd. is among the few companies
which started the concept of using
celebrities for endorsements of its
products. Celebrities like Amitabh
Bachchan, Shah Rukh Khan, Kareena
Kapoor, Chiranjeevi, Sachin Tendulkar,
Milkha Singh among others were roped
in by Emami for endorsements. As a
result the company has seen
tremendous growth in sales and profits
in recent years.

CSR ACTIVITIES OF EMAMI LTD

At Emami, Corporate Social Responsibility (CSR) forms an
integral part of the Companys business activities. It is not
philanthropy but purely voluntary - the Company does it beyond
any statutory requirements or obligations.
It is involved in the CSR activities through EMAMI Foundation
and other charitable organisations and has a separate CSR
committee consisting of 5 Directors among whom one would be
an independent director.
This committee recommends CSR policies to the Board along
with the expenditure of each project.
Some of the CSR actions taken up by EMAMI Ltd are as follows Promoting Education
Women Empowerment
Health
Environment Safety

THANK YOU