Emami Takes On Johnson's, Himalaya

Emami has launched a new baby-care portfolio called BoroPlus FromMaa, taking on established brands like Johnson's and Himalaya, as well as newer digital-first companies like Mamaearth, in India's growing baby-care market.

The BoroPlus FromMaa portfolio includes a range of products such as lotion, cream, soap, shampoo, massage oil, powder, and diaper rash cream.

India's baby-care market is estimated to be more than Rs 40,000 crore, with parents becoming more selective and driving demand for premium, natural and expert-backed baby-care products.

Johnson's Baby is one of the largest players in India's baby and child-specific products market, followed by Himalaya. The category has also created room for newer brands such as Mamaearth, which is now among the recognized names in baby skincare.

Priti A. Sureka, Director of Emami, said that BoroPlus has earned the trust of Indian families over decades, and with FromMaa, the company is delighted to extend that legacy to the baby-care category.

## What happens next BoroPlus FromMaa will be sold through leading e-commerce platforms in multiple pack sizes and formats, as Emami looks to gain a foothold in the competitive baby-care market.

## Why it matters The launch of BoroPlus FromMaa is significant as it marks Emami's entry into the baby-care market, which is expected to continue growing as parents become more discerning about the products they use for their children. The move also highlights the increasing competition in the market, with established brands like Johnson's and Himalaya facing challenges from newer digital-first companies like Mamaearth.

As the baby-care market in India continues to evolve, companies like Emami will need to innovate and adapt to changing consumer preferences in order to succeed. With its trusted brand name and wide range of products, Emami is well-positioned to make a significant impact in the market.