The high point of the success story of Boroplus is that Boroplus is the second largest selling skin cream in India next only to Fair and Lovely. Indian skincare market accounts to around Rs.5000 Crores of which Boroplus holds a share worth ~Rs. 300 Crores.
Boroplus or Himani Boroplus was the first success witnessed by Emami followed by Navratna Oil. Emami is an Indian brand based in Kolkata which was started as ‘Kemco Chemicals’ by two entrepreneurs- R.S. Agarwal and R.S. Goenka who are also friends since childhood in the mid-seventies. They began with a modest sum of Rs.20,000 to start the journey which has ended as a multi-crore business with brands like Zandu Balm in its kitty.
The duo planned to utilize the goodness of Ayurveda by combining it with modern technology of packing therapeutic preparations in tubes for longer and easier use. They acquired ‘Himani’, another similar brand but which was at that time a sick unit by putting a lot at stake as the risk of acquiring a sick unit for a start-up was quite high. Later this decision proved to be a very successful one as in the year 1984, under the aegis of Himani, Boroplus antiseptic cream was launched which gave Emami its flagship brand.
The beauty of the success story of Boroplus is that Boroplus has not changed its core target user group. It was always a product meant for the masses that have used it as an after-shave, burn healer, cold cream and skin-defencer.Even today, the brand has opted for cannibalization and has not attempted wooing higher-end users by reinventing itself. By cannibalization, it means that the brand has launched itself in many variants- lotions, crèmes, talcum powder etc which has led to a decrease in the sales of the original Boroplus but this move of cannibalization has helped it protect itself from competition offered by MNCs.Also, Emami has concentrated on offering products which are traditional and has MNCs disinterested in capitalizing on them. Categories like hair oil, balms and skin care offer Indian brands a clean space free from competition from the MNCs. In its latest advertisement, Boroplus has posited itself as the leading brand preferred by all the Indians to protect them against harsh winter wind. Boroplus’s image thus has changed from an antiseptic crème to more of a cold cream.
Boroplus is Emami’s Rs. 300 Crores brand while Navratna and Zandu Balm are Rs. 400 Crores and Rs.265 Crores brand respectively. Zandu Balm was also acquired by Emami when it bought stake in Zandu pharmaceuticals. The success story of Boroplus is vindicated by the fact it is a brand now selling as far and wide as Ukraine, Russia, Nepal, Azerbaijan, Kazakhstan and UK!