Hemas Manufacturing to go regional with FMCG
View(s):The flagship brand Baby Cheramy celebrating 60 years while also being exported to Maldives, Canada, and India, will be venturing into markets in West Africa and Bangladesh, Sabrina Esufally, Acting Managing Director – Hemas Manufacturing told the Business Times.
The iconic Baby Cheramy eau de cologne was launched in 1962 at a time no baby-care toiletry item existed in the market. Today, the brand has expanded its product portfolio to include baby soaps, creams and lotions, other baby toiletries, and accessories and leads in most categories it operates in. “This brand has managed to earn the trust in six decades in Sri Lanka and we can replicate it in similar markets,” she said. Its products, formulated for sensitive baby skin, are free from harmful ingredients and safe to use, Ms. Esufally added.
Baby Cheramy’s recent re-launch of the Herbal range which has baby soap, baby lotion, and baby cologne incorporates more ‘natural ingredients’ in keeping with emerging needs, she told the media at a briefing on Wednesday.
Commenting on the heritage of the Baby Cheramy brand, Husein Esufally, Chairman of Hemas Holdings PLC said, “It is a proud moment for us as we celebrate 60 years of Baby Cheramy with its heritage built around love and trust. Our journey began with a vision to help mothers care and comfort their children, especially in infancy.”
Last November, the company launched the Skin Care brand Viviya which is produced using Sri Lankan Heirloom rice and through Japanese technology, Ms. Esufally said on the sidelines of the media conference. “South Asians age differently than Caucasians. We worked with a Japanese technology company to produce a Sri Lankan Heirloom Rice in skin care. we also saw that fairness products were dominant in this market, but women lacked choice. They lacked a choice to improve the skin on a natural product.” She added that this type of product will really harness
Sri Lanka’s uniqueness and will pivot the unique proposition overseas.
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