Emami Frank Ross unveils its signature outlet'Rosscare'

Emami Frank Ross Ltd, a part of the Emami group, on Monday launched its first signature store in Rajarhat that will sell products under its private label Rosscare. The company aims to open 50 such signature stores by FY18 spread over West Bengal, Odisha, Bangalore and Ahmedabad.

The company had launched its private label brand Rosscare in August 2015 and the brand has been able to garner a monthly sale of Rs1.5 crore. Sougata Patra, President - private label & business development, Emami Frank Ross said, "We aren't just about pharmaceuticals any more. With the launch of Rosscare, our umbrella brand, we have now expanded our reach to exclusive range of personal care, home care, baby care, food, beverages and lifestyle products. Even stationeries will be available under the Rosscare brand. We will offer quality products to our customers at a discount that ranges between 10% -25%.”

Patra said that Indians are developing a taste for private label and therefore this is the right time to expand in this market which is at a very nascent stage. Each of these signature stores is spread over an area of 1,200 square feet and unlike the Emami Frank Ross, store customers will be able to move around in the signature stores and can pick up the products of their choice.

Along with its plan to expand signature stores, the company has also drawn up plans to take the number of Emami Frank Ross stores to 500 by FY18. It now has 145 stores within its fold.

Patra, who is upbeat about the signature store, said that the Rajarhat store has garnered a sale of Rs 1.10 lakh on its first day. Of this, 17% has come from the sales of private label alone.

For the Rosscare brand, the company is procuring products from contract manufacturers. The company has set its own quality standards according to which the manufacturers will supply the products.

The company is also weighing the option of entering the e-commerce space for its Rosscare brand. It will finalise its plan in the next three to four months.