Cosmetic products manufacturer Emami Ltd on October 1, 2013 revealed that its anti-pollution face wash range is set to be released under its ‘Boroplus’ brand. The company’s new products will be launched in order to improve its position in the ever-increasing face wash market.


For the time being, Emami has a moisturizing face wash in its portfolio and the company will now pay more attention on its new anti-pollution range. The company is also finding a way to add more variants to the brand, in order to enhance its position in the market. Priti A Sureka, the company’s director during the launch said, “Face wash is a growing category to be in. With more than Rs 1,000 crore in value sales in 2012-13, it continues to show impressive growth numbers.”

Sureka went on to say that the range will be launched in India during October 2013 and that they are expecting a significant market share and growth during the first year of the launch. The new range will feature three products, including Boro Plus anti pollution daily face wash, Boro Plus oil control face wash, Boro Plus oil control face wash and Boro Plus Gentle exfoliating scrub.

The company in a statement said that it is expecting to further achieve growth from an all-decade high of 30 percent in the fiscal year 2012-2013.

Photo Credits: Hindu