Fair and Handsome – Nothing Fair About It

Gupta, P., & Fernandes, S. (2022). Fair and Handsome: Nothing Fair About It!. Asian Case Research Journal, 1-15.



Emami’s Fair and Handsome had garnered a market share of over 60% from the time of its launch. They had successfully created a “category” catering to the men conscious of their complexion. With the sentiment against fairness plank and fairness products, Emami was at crossroads with its flagship brand “Fair and Handsome” in Men’s grooming category. The company had lost the court battle against Hindustan Unilever to rename their brand. The future for Fair and Handsome looked bleak.


This case study can be used as a part of a course on Product management, Product innovation, Marketing management, Product portfolio management, Brand Management and Communication and Product and Brand management. This case is designed for MBA level and Executive MBA level.

Link to Article: : https://www.worldscientific.com/doi/abs/10.1142/S0218927522500043?journalCode=acrj

Admissions Open for 2023 - 2025

Admissions Open for Class 2023 – 2025 for PGDM Bangalore and International MBA Greater Mumbai Campus. Click here to APPLY NOW

    My Business Problem is in the area of

    Please give us a brief of your Problem and we will get back to you shortly!