Emami Limited, one of the leading personal and Healthcare FMCG companies in India has announced the acquisition of a leading personal Care brand, Creme 21 of Germany having major business in Middle-East and other focus markets. The brand has been acquired at less than 1.5 times of its sales. This international acquisition is in line with the company’s strategy for growth through inorganic route. Creme 21 offers skin care and body care products such as creams and lotions, shower gels, sun care range, men’s range, etc.

Creme 21, a German brand, was acquired by Ms AntjeJ Willems Stickel in 2003. Over 80% of the brand’s business is contributed by the MENA region and the balance by Germany and other focused countries. The products are manufactured by a third party in Germany under asset lean model. With the current sale at over Euro 8 million and gross margin of over 50%, Emami expects to take this brand on an aggressive growth trajectory. The acquisition is being funded from internal accruals.