Emami to debut in kids’ personal care market

Indian FMCG company Emami plans to debut in the kids’ personal care market by rolling out skin and body care products for kids of five years of age and above.

The company said that it will initially test the market with the launch of kids’ talcum powder under its flagship Boroplus range, and based on the response will expand into lotions and creams categories, reported economictimes.com.

To test the market, Emami under the pilot phase is rolingl out the talcum powder in Andhra Pradesh under the Boroplus Kids brand.

Major baby care brands including Johnson & Johnson (J&J) and Wipro are said to have no operations under the kids category, the report stated.

Emami sales CEO Krishna Mohan said that consumers in the age group of 5-12 years have huge potential and no other FMCG company currently is targeting them, helping Emami create consumer demand for this segment.

According to the report, the company plans to encash on INR3.5bn ($62.6m) Boroplus brand which operates in products such as creams and talcum powder; and baby oil under infant care segment.

Emami said that it wants to focus on mass range over brands that target premium segment of the market, thereby expanding its offerings.

Piramal Healthcare is said to have rolled out a kids perfume while Disney has plans to roll into this segment; and recently Umesh Modi Group brought the European skincare brand Galenco in India.

The Indian baby skincare market is projected to grow at 15.6% during 2011-14, the report stated.