Emami Ltd on Tuesday announced introducing its German skincare brand Creme 21 to the Indian market, a brand which was acquired by the homegrown FMCG firm in January 2019. In the first phase, Emami would introduce Creme 21 skin creams and lotions in India and has plans to expand the brand offering to new categories in the future, said Emami in a statement quoting its Director Harsha V Agarwal. "All Creme 21 products will continue to be manufactured in Germany. With a distinct consumer shift towards online purchasing options in current times, we will be primarily leveraging our distribution strength in Modern Trade and E-commerce for the Creme 21 India launch," said Agarwal. Under the Emami umbrella, Creme 21 successfully forayed into newer geographies of Bangladesh, Sri Lanka, Nepal, parts of Africa and Iraq in around 2 years and now it enters India," it said.

Source: The North Africa Journal December 14, 2021 13:18 UTC