The Emami Group has roped in Mega Superstar Shah Rukh Khan to be the brand ambassador for its fairness cream aimed at men -- 'Emami Fair and Handsome' -- to increase its foothold in the fast growing market segment.

A Emami release on Sunday said the Rs 1,500-crore personal care and health care group has signed SRK for two years to endorse the product in the country.

SRK has a long standing associated with the company and already represents brands like Himani Navratna Oil and Himani Sona Chandi Chyawanprash.

"Emami Fair and Handsome has been a star brand in our portfolio and hence we thought of associating Shah Rukh's brand image with our own Emami Fair and Handsome," Emami Group Director Mohan Goenka said, adding the company has extensive plans to promote this new association across all media.

On being signed as the brand ambassador of the fairness cream, SRK said: "I share a long and fruitful association with the Emami Group and this is yet another step toward strengthening my faith in them and their products".

The company plans to expand its product line and launch 18 new products this year in hair care, baby care and men's grooming segments, which would include shaving cream, toiletries and skin creams.

Products like Fair and Handsome, Navratna Oil and Sona Chandi Chyawanprash have contributed significantly to the company's annual growth rate of 25-30 per cent, Emami Director Aditya V Agarwal said