The Rs 1,500-crore plus Emami Group has decided to join the corporate bandwagon and position its brands as irresistible products in the global market.

The company is going in for a makeover of brand packaging with the assistance of their brand design partner Evolve Creative, a London-based strategic brand design firm.

A Kolkata-based group with interests in personal and healthcare businesses, Emami is looking to change the packaging design of its personal care products and baby care segment to increase its export earnings.

Speaking to ET, Evolve Creative’s managing director Babu Datta said: “We are busy identifying products which will be redesigned and repackaged for the overseas markets.”

Elaborating, Emami Group director Aditya V Agarwal said: “Apart from redesigning the packaging of popular brands like Boroplus, Fast Relief, as well as the new launches in the baby care range, our brand team is quietly redesigning the ad campaign, pricing and evolving an entirely new brand communication strategy for the products to capture customers’ mindspace and, thereby, increase its market penetration.”

The group is looking at garnering a larger pie of the African market as well as that of CIS countries, Middle-East and some parts of Europe, Mr Agarwal added. These initiatives will help increase the company’s export earnings in the near future. At the moment, these revenues figure at a modest 10% of the sales pie.

“Emami has already entered East Europe and Russia. Some of the company’s products are being marketed in the UK through the Tesco supermarket chain,” said Mr Datta.

“The vision is to achieve global standards. To become a personal care product company of international repute, the company needs to create brands widely accepted in the international market. The move will also help Emami offer consumers a complete range of personal care products,” Mr Datta said.

Incidentally, Evolve Creative, whose clientele list includes the likes of L’Oreal, Hamleys, Avon, US golf retailer Nevada Bob’s Golf and Thorntons, is also busy reviewing the group’s present corporate identity, consumer perception, brand valuation and consolidate the group’s various businesses under the ‘Emami’ umbrella brand. The corporate brand makeover exercise will also include review of the product structure, especially of the FMCG business.