Kolkata-based consumer goods major Emami plans to foray into Pakistan. "With its large population, very similar consumer habits and social mores and the overflow of Indian advertising, Pakistan is a very attractive market for us, and we plan to launch our full range of products in that market soon," Emami's chief executive officer (international marketing division) Shyam Sutaria told Business Standard.
Emami accounts for a sixth of the $13.1-billion (Rs 72,750.80 crore) Indian fast-moving consumer goods (FMCG) market. In July, a CRISIL study had estimated India's FMCG sector to stand at $33.4 billion (Rs 1,85,487 crore) by 2015.
The company is not alone in harbouring plans to enter the market of India's northwestern neighbour. Last month, Adi Godrej, chairman of the Rs 18,500-crore Godrej Group and president of the Confederation of India Industry, stated his intention to enter Pakistan by the end of this year.