Godrej Consumer to acquire Latin America's Issue Group

24 May 2010 Evaluate

Continuing its aggressive push in the developing world in the FMCG segment, Godrej Consumer Products Ltd (GCPL) on Sunday said it has entered into an agreement to acquire a 100% stake in Laboratoria Cuenca, Consell SA, Issue Uruguay and Issue Brazil (collectively referred to as Issue Group) for an undisclosed sum. Issue's business had revenues of over $33 million (around Rs 150 crore). The acquisition is valued at nearly 8 times Ebitda and is expected to be EPS accretive in the first year of operations. The hair colorants market in Argentina is estimated to be around $200mn (around Rs 920 crore), growing at a CAGR of more than 22% over the last two years.

 

Godrej Consumer will now have a leadership position in 19 developing markets in hair colour. Its hair colour business stands now between Rs 400 crore to Rs 500 crore. The Issue brand enjoys volume leadership in Argentina with a market share in excess of 20%.

Argentina and Brazil are leading vanguards of hair trends and innovations in hair care. The Issue Group enjoys market leadership in many countries in South America including a presence in Brazil. GCPL hopes to use the strengths of the offerings of the company and our own innovation funnel to create a sizeable business in hair colours in Brazil. Knowledge and exposure to these markets will also help strengthen its technology and product development funnel in India.

 

GCPL, of late, has been stepping up its growth drive through the inorganic route. It recently entered into an agreement to acquire the remaining 51% stake in Godrej Sara Lee. The acquisition of Rapidol and Kinky in South Africa has given GCPL leading positions in the fast growing South African ethnic hair care market. GCPL recently announced its plans to acquire Tura, a leading beauty brand in West Africa and has completed the acquisition of the Megasari Group, a leading household care company in Indonesia.

 

The current acquisition represents another important step towards GCPL becoming leading emerging markets multinational and dovetails well with its global 3 by 3 strategy -presence in 3 continents - Asia, Africa and Latin America through 3 core categories - home care, personal wash and hair care.

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