Emami director H.A. Agarwal (right) in Calcutta on Tuesday. A Telegraph picture

Calcutta, July 6: Emami has roped in the Big B in an estimated Rs 10-crore deal to make its Navratan cool oil a Rs 200-crore brand in the next three to four years.

Director Harsha V. Agarwal said, “The Rs 100-crore Navratan brand is currently growing at 15 per cent. After Govinda and Sourav Ganguly, we expect to make the brand popular to all consumer segments with the mass appeal of Amitabh Bachchan.”

The Calcutta-based cosmetics company has outlined a budget of Rs 20 crore for the brand promotion and will aggressively target at expanding the cool oil market in which it commands a 55 per cent market share.

As a strategy, Emami has had celebrities from Zeenat Aman to Madhuri Dixit endorsing its brands and fuel growth. The move seems to have paid off and today the company is seeing good growth in both its personal and healthcare segments.

Emami expects its FMCG division to grow at 30 per cent and has targeted a turnover of Rs 500 crore in the current fiscal against Rs 350 crore achieved last year. The group’s turnover is expected to grow to Rs 900 crore from Rs 700 crore last year.

The company also has plans to launch over-the-counter (OTC) medicines under the Himani brand in the domestic market by the year-end. It already has food supplements for the global market under the Ayucare range of healthcare products.

“The healthcare product range under the Himani brand contributes to 70 per cent of the total sales,” said Agarwal. “The rest comes from Emami which is the personal care range.”

The company is also focusing on growing the export market. “Currently, exports contribute to around 11 per cent of our turnover,” said director Prashant Goenka. “In the next five years, we expect it to grow to 25 per cent,” he added.