a Kolkata-based FMCG company, RSH Global has planned to invest a whopping amount of 250 crores for the marketing of its personal care brand JOY. The 55 percent of the amount will be spent on a mix of TV, print, digital, OOH while the rest will be spent on partnerships/associations,tie-ups and more
For promoting the winter collection of the brand, the agency recently roped in Kriti Sanon as its brand ambassador and released its TVC. The media duties of the brand are handled by Initiative India. Earlier this year, the brand also launched a TVC starring Mithila Palkar and Divyendu Sharma.
The company is trying to expand its portfolio in India by launching new segments and offering such as anti-aging solutions, wrinkle-free creams, mineral-based sunscreen and much more
Sunil Agarwal, Chairman, RSH Global, commented, “We will also be investing Rs 80 crore to Rs 100 crore to set up a new manufacturing unit at Baddi in Himachal Pradesh which is expected to go operational by 2021. With increased production, it will also help us to enhance our retail outreach to 12 lakh outlets from the existing 7.5 lakh. We believe this will increase our turnover as we are utilizing only 50 percent of our existing capacities. The proposed Greenfield unit will be more than double our capacity."
Ranked as the 7th largest skincare company, The RSH Group has 3 brands under its flagship named Joy Personal Care, X-men, Karis Naturals. With 250 products in its portfolio, Its brands ‘Joy’ and ‘X-Men’ are sold in North and West India. The products under the name Karis are exported to 25 different countries firm exports its products to 25 countries.