With a new festive campaign set to launch next month, Poulomi Roy, Chief Marketing Officer, RSH Global talks about strengthening the brand’s foothold in categories where it is present, the marketing mix and the strategy to reach Rs 600 crore turnover by 2023
ON BEING ONE OF THE TOP 10 PERSONAL CARE PLAYERS: With a 46% market share in creams, 15% share in lotions, 8-9% share in face wash and 20% share in the sunscreen category, we are among the top 10 players in the personal care space today. We will look at strengthening our foothold in these categories, rather than expanding our portfolio mix, with products that excite our discerning consumer profile.
ON THE MARKETING MIX: Of our Rs 150-200 crore marketing budget, we spend about 75-80% on TV, 10% on Digital and Activations and a small amount on property associations, like the Filmfare Awards. The digital platform is key in driving e-commerce where we see a significant uptake, especially from
the youth.
ON THE STRATEGY TO REACH RS 600 CRORE TURNOVER: While our current revenue is around Rs 490 crore, our target is to reach
Rs 600 crore in turnover by 2020-2023. The strategy to achieve this
is by strengthening our distribution footprint, especially in West Bengal and Maharashtra, and fortifying the categories
we are present in with affordable, accessible and quality products.
