MANAGEMENT CASE

EMAMI: IDENTIFICATION OF BRAND EXTENTION OPPORTUNITIES IN FAIRNESS CREAM INDUSTRY

Debajani Sahoo and Preeta H. Vyas

Key Words : Marketing Case, Brand Extention, Fairness Cream Industry

N March 2007, Mr. Pankaj Mehta, Brand Manager of Emami group, was reviewing Fair and Handsomes strategy in Indian fairness cream market. According to market need, from time to time, the company had introduced new products; Boroplus antiseptic cream in 1982, Vanishing cream and powder in nineties, Navratna Hair oil in 2000, Madhuri beauty secret range in 2002, and fairness cream for men in 2005. Soon in 2006, HLL (Hindustan Lever) a dominant player in fairness cream market with a power brand Fair and Lovely retaliated and introduced Menz Active fairness cream. By early 2007, Pankaj gathered that the sale of Fair and Handsome in 2005-06 was Rs. 160 million.1 With tough competition with HLLs Menz Active and other fairness cream brands both for Men and women, he was wondering about the future potential of the brand. He was wondering whether the new product would add some value to the core brand Emami, the segment targeted was proper or not, appropriateness of the product positioning, and whether to use celebrity endorsement for Fair and Handsome? These questions came to his mind and bothered Mr Mehta. In a country where even the gods supposedly lament their dark complexion - Krishna sings plaintively in Hindi, Radha kyoon gori, main kyoon kala? (Why is Radha so fair when Im dark?) - a skin deficient in melanin (the pigment that determines the skins brown colour) is an ancient predilection. Years of British rule have made Indians obsessed with white skin and so has been the preoccupation with fair skin and the desire to have it. More than 3,500 years ago, Charaka-the famous sage who gave us ayurveda-wrote about herbs that could help make the skin fair. That age-old fascination is now a multi-crore rupee industry and is growing in leaps and bounds. This obsession coupled with the increasing

awareness among the Indian men and women towards skin protection has resulted in the spurt in the fairness products market. Be it a fairness cream or soap or a tablet, every product in this segment is witnessing growth larger than the overall personal care product category.2 The Company Background The company was setup by two young chartered accountants in 1974. Armed with the zeal of youth and a vision of providing better life to consumers in personal and health care, they took a well calculated risk. Over the years, Emami group grew and ventured into health care, real estate, retailing, paper and writing instruments businesses, thereby creating one success story after another in Indian business history. The Emami Group of Industries, having headquarters in Kolkata, manufactures personal, beauty and health care products. For three decades, the brand Emami has been identified with vanishing cream and talcum powder in the Indian market. It has seven fully owned manufacturing units located in West Bengal, Assam and Pondicherry, and seven, third party manufacturers. It launched Indias first-ever fairness cream for men called Fair and Handsome in collaboration with Activor Corpn, USA. The product was launched in Andhra Pradesh (June 2005), Karnataka (August 2005) and nationally in October 2005. It had aimed to gain 20 per cent market share of mens fairness cream in Andhra Pradesh by 2005-2006 and reach out through 30,000 outlets.3 In 2006, the product was made available across 900,000 outlets. The Company planed to introduce the product in premium saloons apart from embarking on brand awareness programs. The promotional campaign

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comprised of the display of products across 5,000 outlets, display cum availability in 25,000 outlets and promotions in school and college campuses. The company had a media budget of Rs. 2.5 crore (Rs. 25 million) for the lunch and spent 70 per cent on TV. The raw material used in the cream-Peptide was under patent owned by Activor Corpn, USA. When the Indian FMCG industry grew 5.5 per cent during the year 2005-06 under review, Emami grew 37 per cent during the period as evident from the chart given below. Emami has 2 umbrella brands: Emami (personal care products) and Himani (healthcare products). The other brands are the Madhuri range -consisting of talc, hair oil, skin cream and shampoo; Boroplus- anticeptic cream which has a market share of over 60 per cent; multipurpose Navrattan oil; Sona-Chandi, with two variants
Chart-1: FMCG and Emamis Growth

Chyawanprash (winter) and Amritprash (summer); fast relief ache ointment; and Menthoplus balm for headaches. These are power categories because of their contribution to the turnover; the biggest brand being Rs. 100-crore Navrattan Oil, followed by Boroplus, prickly heat powder and the Sona-Chandi range. Table 1 below gives the market share of its various brands and celebrity endorser used. Opportunity Identification Fair skin is an issue for both sexes and men are now becoming more open about using skin care products. Previously, men believed that they are not supposed to use fairness creams and this was the domain of women only. All this while, they were using womens products.

FMCG Industry Growth Vs. Emami Growth in 2006

8 0 .0 0 % 6 0 .0 0 % 4 0 .0 0 % 2 0 .0 0 % 0 .0 0 %
3 .5 0 1 3 .0 0 4 .8 0 1 7 .1 0 4 .2 0 7 .7 0 4 2 .4 0

6 3 .8 0

Q 1

Q 2

Q 3

Q 4

Sources: http://www.emamigroup.com/Emami%20Ltd.%20FY%202005-06.pdf Table 1: Maket Share, Position and Endorser Used

Market Share in (May 2005) 46%(2005) Position in the Market Place and Brand Endorser Market leader(Amitabh Bachhan) Govinda, Sunny Deol Saharukh Khan 63%(2005-06) 22%(2005-06) 93 crores for powder 15 Market leader (Kareena Kapoor)

Emami Product Range Navratna Oil Navratna cool talc Boroplus Antiseptic Cream Boroplus body lotion Boroplus prickly heat powder (Valued at Rs. 139 crores in 2005 ) Sona Chandi Chyawanprash, Chyawanprash (winter) Amritprash (summer); Fast Relief ache ointment Boroplus prickly heat powder Madhuri Dixit talcum powder Hair oil, shampoo, fairness cream Fair and Handsome (November,2005)

Second after Dabur (Sunny Deol, Sourav Ganguly) Amitabh Bachhan Kareena Kapoor Madhuri Dixit

22% (Valued 93 crores)

29%

Sources: http://www.blonnet.com/iw/2005/03/06/stories/2005030600320900.htm and http://news.bbc.co.uk/1/hi/world/south_asia/4396122.stm

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Emami: Identification of Brand Extention Opportunities in Fairness Cream Industry 69

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A fairness cream for men represented a completely unexplored opportunity for the following reasons:4
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The following benefits are emphasized in the promotional campaign for Fair and Handsome.
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The male skin in India was three times more exposed to the suns UV rays, five times more exposed to pollution, twice more exposed to stress and considerably more abused by abrasive shaving blade action than womens skin; and few cosmetic products addressed this reality. The Indian men spent more time on grooming than ever before; an average 20 minutes in front of the mirror each morning compared to 18 minutes by Indian women (Gillette India study) There was an increasing incidence of the fact that active earners linked presentability with career success: For instance, the high earning 21-40 age group across men accounted for 71% of the customers visiting Kaya Skin Care Clinic.

Improves fairness in 4 weeks. Protects against suns UV rays. Moisturises skin even after shaving. Relieves stress and fatigue signs.

The ad campaign conveys - if you are a man, dont use a girl thing, your skin is not the same as theirs and it needs to be treated differently. So better go for a fairness cream specially made for you than stealing things from girls. The communication here is clear, that it wants to stop men from using fairness cream of their counterparts. (Refer to storyboard of Fair and Handsome). In response to Fair and Handsomes entry in November 2005 (Exhibit 1 contains storyline of TV commercial of Fair and Handsome launch), makers of Fair and Lovely, the worlds leading fairness expert (HLL) introduced Menz Active, a breakthrough fairness cream especially tailored for men in 2006 (Exhibit 2 gives storyline of TV commercial Menz Active of HLL). Following Table-2 gives a comparative picture of both the brands. Menz active is priced little lower than fair and handsome. Within India, Emami, HLL and Kaya Skin

Emami in collaboration with Activor Corp, USA had created a unique fairness cream for men with a breakthrough Peptide complex patented in the USA. This wonder molecule peptide works on the collagen structure of male skin and dramatically improves skin texture and fairness in just 4 weeks. Active ingredients regulate production of melanin. Natural sunscreen protects against UV rays. Peptide in combination with Vetiver and Rose Water makes skin fair and fresh with a pleasant cooling sensation.
Table 2: Comparative Attributes of Men Fairness Cream

Tot Market size: Fairness cream:1000crore; 28% accounted by male users; Annual growth rate: 15% to 20%.in 2006
Fair and Handsome(Emami) Launched Campaign Attributes and Benefits: Listed on pack December 2005 Hi HandsomeHi Handsome song Vitamin B3 along with zinc oxide, Sun protection, Non-sticky. Mint essential for cooling, smoothness. Protect shaving nicks and cuts. Reducing after shave irritation. Menz Active (HLL) 2006 Change Your Story Deep penetrating fairness with Vitamin B3, long lasting freshness with 100% more sunscreens, smoothness with silicone conditioners, economical to buy. Mint essential for cooling. Clove oil to protect shaving nicks and cuts. Allantoin for reducing after shave irritation. Manox, Allantoin, Butylmethoxydibenzoylmethane Octylmethoxycinnamate, Micronized Titanium dioxide, Dimethicone Refer Exhibit-3A Rs. 53/-

Key ingredients

Peptide, Liquorice, Vetiver and Aloe vera.

Expected Market share (%) Packaging Price(50gm) Sale in 2006

20 %in Andhra Pradesh in 2005-06 Refer exhibit-3 Rs. 57/16 crore in 2005 (expected 65-70 crore in 2006 fiscal year)

Source: http://www.rediff.com/money/2005/jun/16emami.htm

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Clinic were wooing the male fraternity with their products and services. Internationally there were brands like Clarins and Shiseido pitching in with their products in 2006. Market Expansion Strategy Having captured a sizeable market share and goodwill of the urban consumer market, Emami planned to cover remote villages. It tied up with the Post and Telegraph Department for distribution of its products through almost 5,000 post offices across Maharashtra, and planned to reach all the 1.05-lakh post offices across India. Emami also plans to use ITCs e- Choupal outlets in Uttar Pradesh and Madhya Pradesh, and the Indian Armys canteens to enhance the distribution of its products. Mr. Pankaj requested his colleague, Mr. Jigar, a management trainee to prepare a report on fairness cream industry and selected aspects of Fairness cream Industry is given below. Size of the Industry The Indian FMCG market is valued at USD 1 bn (Rs. 45,000 cr), growing at 7-8 per cent per annum. The fairness cream market was estimated at Rs. 600 crore in 2000. According to one HLL spokesperson, about 20 per cent consumers of Fair & Lovely one of HLLs mega power brands were men. Given that sales of Fair and Lovely were estimated at Rs. 500 crore in 2005, men contributed Rs. 100 crore. Growth The fairness cream market has been galloping at 25 per cent p.a. as compared to the overall cosmetic market growth of 15 per cent p.a. From Rs. 384 crore in 199798, the fairness product market in India leapfrogged to Rs. 558 crore in 1999-2000. Consumer Behaviour Going by the matrimonial advertisements in the classified columns of newspapers, it seems fairness is the most important definer of beauty in this wondrous land. With such an attitude firmly entrenched in the minds of millions of people, the fairness products industry will never see dark days. 5 So far, men have been using fairness creams meant for women. They, however, have a different kind of skin which makes

the creams that are basically for women, ineffective on them. Hindustan Lever Ltd., which made a killing in the Indian market with Fair and Lovely (launched in 1976), believed that people across Asia - from Japan to India historically have demonstrated a marked preference for skin lightening and glow. It is as much a consumerdesired attribute among people in this region as anti-aging or blonde hair are desirable attributes in the West. Over 90 per cent of women in India cite skin lightening as a high-need area.6 Our initial worry was men would be shy and not buy it. But these fears have proven unfounded from interview with BBC news and the Director of Emami, November, 2005. If available at home, fairness cream was also used by the man in the house. It is true that a lot of men are closet users of creams belonging to their sisters and wives.7 From a small sample survey, it was found that while purchasing any cream for skin care, males generally gave more preference to attributes like safety, control of itching after shaving, freshness, sun protection, smell, complete protection and price compared to other attributes like non-toxic, easy to use and carry, nourishment, oil control, blemish reduction, faith, standing in the marketing terms of position.8 In the modern retail store, nowadays it can be seen that men do not feel shy while shopping on their own for skin care products as seen from the picture1 given below. Picture 1

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Geographic distribution South is the largest market with 36 per cent contribution, followed by the North and West equally contributing 23 per cent. The East contributes 18 per cent to volumes. Category penetration, according to ORG, is at 11.6 per cent all over India. Andhra Pradesh is the highest penetrated with 14.5 per cent with Gujarat penetration at 2.8 per cent. Kerala, Gujarat and Bihar are the top three growing markets with Kerala growing by 40.37 per cent. Interestingly, in the south, the skin care clinic gets a good 30 per cent of its revenues from men. Competition By December 2000, there were at least 12 new fairness brands which entered the market taking the total number of fairness creams to more than 30.9 Indias skinlightening cream industry is valued at over $190m.10 In Rs. 3,000-crore cosmetics and toiletries market, the skincare segment accounted for Rs. 1,200 crore. Fairness products accounted for a whopping Rs. 600 crore. HLL, with Fair & Lovely, has a massive 53 per cent market share, followed by Cavin Kare (Fairever) with over12 per cent share and Godrej FairGlow with a 3.5 per cent share. Himalaya Drug Company recently made an entry into this segment and aimed to capture two per cent share of the market. Other players such as Emami with 6 per cent share (Gold Turmeric and Naturally Fair) and Revlon (Fair and Glow) also had a presence. HLL had other fairness products under its Lakme and Aviance brands. Fair and Lovely (HLL) HLL with Fair and Lovely brand having 53 per cent market share present since 70s had introduced Fair and
Chart 2: Turnover Contribution from Different Parts of India

Lovely- Ayurvedic version in early 2000, which triggered controversy. People wondered whether the earlier version had harmful chemicals in it, if Ayurvedic implies safe and non-toxic. Fairever (Cavin Kare) The company initially introduced shampoo in sachets and then moved on to fairness creams, herbal shampoos, herbal hair oil, unisex saloons and now pickles in sachets. Fairever a fairness cream claimed having saffron in its cream was introduced in 1998 in Andra Pradesh and after seeing the success was nationally lunched in 1999.11 The company found that 27 per cent of Fairevers users were men, amounting to nearly Rs. 22 crore in sales, since Fairevers sales are estimated at Rs. 80 crore. Cavin Kare had test launched its second fairness cream, called Chik Fairee- a mixture of rose, sandal and milk, unlike its predecessor Fairever, which contained saffron. The primary objective of the brand was to increase the penetration of fairness creams. A 9 gm sachet of Chik Fairee was priced at Rs. 2 and a 25 gm tube priced at Rs. 10, whereas Fairever was priced at Rs. 5 and Rs. 27 for unit packs of the same size. The new brand hoped to penetrate those households which till now did not use fairness creams due to the affordability factor. The given Table 3 contains comparative information about fairness products. With emerging internet media, few companies adopted online contests, placing educative micro site on the home page of popular sites to promote their products. Following Chart 3 provides details of advertising time on Television Media. Jigar along with the report on selected aspects of fairness cream extracted following information from

E ast, 2 5 % N o rth , 3 1 % N o rth W est S ou th S o uth , 2 0 % E ast W e s t, 2 4 %

Source: http://www.emamigroup.com/Emami%20Ltd.%20FY%202005-06.pdf

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Table 3: Comparison of Fairness Cream Brands Major brands Market share(%) in 2002 Market share (%) in 2005 Product Extension Fair and Lovely (HLL) 53 76 Fairness Cold Cream, Fairness shop Fairever (CavinKare) 12 15 Chik Fairee 5 Gold turmeric, Natural fair, Fair and Handsom (men), Fair and Teen (teenagers girls), Fair and Ageles (women Above 30) 70 crore (2004) 1976 South Asia 20% in 2001, 21.5% in 2002 60 Million Indians TV,Print TV TV 1974 Emami Fair Glow (Godrej) 3.5 5 Soap, Cream

Price for 100gm Brand promotion spend Lunched first time(year) Geographical concentration Market Growth Rate Users Media used for Ad

25gms 10 rupees

Sources: Compiled from websites such as http://www.popmatters.com/columns/lal/031218.shtml http://www.articles-hub.com/index.php http://brandsandads.blogspot.com/2006/10/fight-to-make-you-fair.html

Marketing White book, 2006-07 on Indian Youth Market. Indian Youth Market
12

Chart 3:

Fairness Cream Advertising Time on Television Media

1 5 S ec s 5% 1 0 S ec s 1% 1 0 S ec s 1%

India is a young country with 11 crore people in the age group of 15-19 years. Another 10 crore are in the 20-24 year age group, whilst a whopping 72 per cent of our massive population is below the age of 35 till the year of 2001.13 54 per cent of India is estimated to be under the age of 25.However, the consuming class that is the largest of most youth lifestyle brands numbers approximately 16 million. Controversy on the Advertisements shown on TV by HLL in early 2000: The Fair and Lovely advertisement showed a man lamenting the fact that he had a daughter and not a son when his family was in need of an additional breadwinner. The daughter was shown to be a simple, plain young girl. She then transformed herself into a mini-skirted glamorous woman, noticeably more fair skinned (presumably after using the fair and lovely product) who got a job in an airline. The message was clear - sons not daughters are natural breadwinners; a girl can only land a good job if she displays and improves her physical attributes.14
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2 0 S ec s 8%

3 0 S ec s 16%

4 5 S ec s 69% S ourc e: T V A d E x (J an -D ec '0 3 )

Sources: http://buyerbehaviour.blogspot.com/

Around this time, a report by AIIMS, Delhi, declared that: No externally applied cream can change skin colour. Indeed, the amount of melanin in an individuals skin cannot be reduced by applying fairness creams, bathing with sun-blocking soaps or using fairness talc. The upper layer of the skin-or the stratum corneum-is a dead tissue. Below it is a barrier zone that prevents
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foreign particles from entering the body. Only if a substance crosses this barrier zone can it reach the melanin. Medicated ointments contain chemicals that help them get absorbed beyond the barrier zone. Any Fairness cream is something like soap, which is on the skin for barely a few minutes. So claims of fairness creams are nonsensical propositions.15 Information and Broadcasting Minister, Ravi Shankar Prasad, had instigated the National Commission for Women for not raising its voice against such commercials like the one for Fair and Lovely cream which projected women in a bad light. Urging the NCW to interact with
Table 4: Segmentation of Youth Sl No. 1. Segmentation of Youth

the film, advertisement and fashion industry, the Minister said the commission should use its power and autonomy to suggest legal measures against negative portrayal of women. This sort of advertising is not good for Indian society as it promotes fair skin in a country where a large percentage of the population is dark. He said, This raises issues of ethics and morality of these ads. The post launch research done by Emami indicated that 73 per cent consumers reported improvement in complexion, 78 per cent found it to be an effective aftershave moisturizer and 75 per cent found effective for oil control.16

Early Youth, Ages 13-21 An 18 year old is financially and emotionally independent in the West but in India this is still not the case Key Decisions: Education and career Influencers: Parents, peer group Spending Power: Rs. 1,000 -2,000 p.m.* Mostly provided by parent, some earn additionally. Consumption areas: Clothing, accessories, food, entertainment ** Brands: Preferences are developed, but brand consumption is occasional and inspirational. So the average college goers wants to own Levis but does not necessarily have to have a wardrobe full of them. If a similar style and fit is available at a lower price he will buy it. Prefers Caf Coffee Day over Barista purely on price. Always looking for value for money. Opportunity: To develop more products at affordable prices for this category, e.g., Airtels Rs. 50 recharge card. In the absence of enough products at such price points, early youth frequently shop at unorganized sector markets, e.g. Colaba Causeway in Mumbai, Sarojini Nagar in Delhi * Purely discretionary; can increase depending on specific needs** Includes cell phone Middle Youth, Ages 22-28 The new youth. Earlier, if one had a job, one was called an adult. Now with few young people shouldering the responsibility of family, the money they earn is pure disposable income. With BPO jobs coming in, the number of middle youth has shot up. Key Decisions : Career and relationships Influencers: Peer group, workmates Spending Power: Rs. 7,000-40,000 p.m. Consumption Areas: Personal clothing and accessories, food, entertainment, consumer durables Brands: Can finally afford the brands he aspired for in early youth with own money. Evaluates Caf Coffee Day vs. Barista over service, quality, ambience, not price. Seeks feel-good factor and expression of identity through choice of brands consumed. Is also value conscious Opportunity: To keep innovating so your brand is relevant and trendy Late Youth, Ages 29- as long as you like Even after marriage and kids, people aspire to look and feel young through their choice of clothes, entertainment and outlook(Just because I am 30 does not mean I cant have fun) Key decisions: Children, career advancement Spending power: Given household expenses, the spending power remains equal to or sometimes less than what it was at the middle youth stage. Also many would be taking up home and car loans, and pay for children education Influencers: Peer group, workmates, spouse, kids, inner voice Consumption areas: Household + kid products+ personal clothing and accessories, food, entertainment Brands: A mix of status and fun brands. Varies depending on personal beliefs. In some are as, one may look for functionality and value(like groceries) while in others one may look for luxury Opportunity: Develop and position brands that are fun and spirited, as opposed to being boring and conventional. But they should not make late youth appear foolish, as in a 35- year- old trying to pass off as 18. A successful example is the rash of lounge bars aimed at 30-somethings who want night-outs, but want to avoid noisy discos where they would be considered uncle and aunties

2.

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Chart 4:

Segmenting the Youth According to MTV Survey

Exhibit 1: Storyline of Fair and Handsome (Emami) One college boy sneaks into girls hostel surreptitiously to use the girls fairness cream quietly. In the meantime while he is applying the face cream on his face, he is caught by the hostel girls. So he tries to run away from there and hide himself with branch of leaves with his friend. The girls follow him without success. While hiding his friend asks why he is using girls fairness cream to be fair? Then from the background in a voice over, it is announced that for men, girls fairness cream may not be appropriate as mens skin is different. Hard sunrays and regular shaving makes the boys skin so tough that the girls cream will be ineffective. So a new Fair and Handsome fairness cream is now there which is specially designed for men having ingredients like double strength peptide and other Ayurvedic ingredients which enter the skin directly and give effective result within four weeks only. After using that cream the boy becomes so faire and handsome that the girls passing by call him Hi Handsome and gets attracted towards him. Exhibit 2: Storyline of Menz Active (HLL) The motion picture starts with a film shooting set. On the set a stuntman does a scene of riding a motorcycle dangerously and then a shot by the hero who is shown to

N e rd y N a nd u s 1 2 % M idd le C lass M a n ju s 2 1 % S ty le B ha is 21% R ich b rats 13% M a in b h i N R I, 1 6% C u ltu ra l m is fits , 1 7 %

Mr. Pankaj was also reviewing the fact that the Emami group had no less than 17 brand ambassadors for various brands over the years with a belief that synergizing personality with product and message could create an instant breakthrough for a brand. Celebrity endorsement strategy would add to brand equity and turn them into mega brands. Initial campaign did not use celebrity endorser. Should the company use a brand ambassador for Fair and Handsome? So far the main target was a teenager- a college going student. Was it correct? Should it be extended to Metrosexual17 men in urban areas? Is positioning correct? Was the brand name Fair and Handsome correct? Pankaj was mulling over these questions.
Table 5 Youth Segment Cultural Misfit
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Characteristics Along the way, they have lost idealism Feel like they cannot change things for the better so theyd like a change for the better Feel they have to adapt to the system and cannot express dissent Very concerned about their appearances Spend more time outside home partying Still have some very conservative values Girls who spend most of their time at home with their families Cooking, visiting places of worship, TV Conservative values but liberal in some ways attitudes to sex are opposite to others Predominantly young, these are the trendsetters Derive their affirmation of self-worth from their peers Likely to experiment with trends-constant need for novelty(fear of boredom) Hold the opposite values from what their parents have Sometimes even opposite to their peers Want to escape home-the locality, the values, the restrictions Time constrained, watching TV is a favourite way of spending time Tend to be behind the trend-almost clueless about whats in Are working hard to be successful-focused on climbing the ladder
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Style Bhai

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Middle-Class Manju

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Main Bhi NRI

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Rich Brat

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Nerdy Nandu

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get down from the AC car and giving autographs to his fans. The stuntman compares his face with heros bright face and murmurs that if the hero also rides bike for two days and exposes himself to Sun his skin also will be like mine (A sense of jealousy). But there is a change of story. A beautiful girl is shown to send a message (sms) of new Fair and Lovely Menz active fairness cream on his mobile. After the use when the stuntman gives a deadly shot and then removes his helmet the director is surprised to see his glowing face and asks a cameraman to keep rolling and taking a shot of a stuntman not the hero. In the background, the hero who confidently walks on the set gets ignored and feels jealous of the stuntman. The hero feels frustrated as everyone is praising a shot taken without him. The final scene is a party scene wherein the stuntman turned hero walks into a grand party with a beautiful girl who had sent him the message. In the background product features and three ways of actions are explained. Exhibit 3: Packaging of Fair and Handsome

Exhibit 3A: Packaging of Menz Active

NOTES
1. 2. 3. 4. 5. 6. 7. 8. 9. http://www.fairandhandsome.net/handsomelook.jsp http://www.india-today.com/itoday/20001204/ business.shtml http://www.blonnet.com/2005/06/16/stories/ 2005061602140400.htm http://www.fairandhandsome.net/handsomelook.jsp http://news.bbc.co.uk/2/hi/south_asia/4396122.stm www.thehindubusinessline.com/catalyst/2002/09/05/ stories/2002090500040300.htm http://www.businessworld.in/content/view/489/539/ http://www.superbrandsindia.com/superbrands2003/fair-nlovely/index.htm India Today, December 4, 2000

10. http://news.bbc.co.uk/2/hi/south_asia/4396122.stm

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11. http://www.cavinkare.com/fairever.html 12. Marketing white book, 2006-07 13. http://www.hinduonnet.com/businessline/catalyst/2001/ 12/13/stories/1913o052.htm 14. http://www.tribuneindia.com/2003/20030330/biz.htm

15. h t t p : / / w w w . i n d i a - t o d a y . c o m / i t o d a y / 2 0 0 0 1 2 0 4 / business.shtml 16. http://www.friendsandtrends.com/thehip/news.php 17. Definition of metro sexual is a male that grooms himself like a female, in other words, he is gay without being gay available at http://www.asiafinest.com/forum/lofiversion/index.php/ t58408.html

Debajani Sahoo (debajani@iimahd.ernet.in) is Academic Associate, Marketing Area at the Indian Institute of Management , Ahemdabad. Preeta H. Vyas (preeta@iimahd.ernet.in) is a Faculty member at the Indian Institute of Management , Ahemdabad.

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