For over four decades, innovation and differentiation continue to be at the core of Emami's products such as Fair and Handsome, which created a new product category of men's fairness creams. Despite a crowded sector dominated by global giants, the homegrown player's inclination towards ayurveda and a herbal-based product line has enabled it to stand out in the crowd, making it one of the fastest growing Indian FMCG companies.