Emami’s BoroPlus enters the baby-care segment with a seven-product portfolio, targeting demand for specialised and premium products
Emami-owned skincare brand BoroPlus has entered India’s baby-care market with a new product portfolio, seeking to tap growing demand for premium and specialised products from parents. The company’s entry expands its presence beyond its traditional skincare offerings and places it alongside established baby-care brands as well as newer digital-first players.
The company has introduced BoroPlus FromMaa, a baby-care range comprising lotion, cream, soap, shampoo, massage oil, powder and diaper-rash cream, according to a statement. The products will be available across leading e-commerce platforms in multiple pack sizes and formats.
India’s baby-care market is estimated at more than Rs 40,000 crore by Mordor Intelligence. The segment has seen increasing demand for natural and specialised formulations, with parents becoming more selective about products used during the early years of a child’s life.
“BoroPlus has earned the trust of Indian families over decades, and with FromMaa, we are delighted to extend that legacy to the baby-care category,” said Priti A. Sureka, Director, Emami.
BoroPlus will compete in a market that includes established names such as Johnson’s Baby and Himalaya, alongside brands including Chicco, Sebamed, Cetaphil Baby and Mother Sparsh. Mamaearth, which started as a digital-first personal-care brand and later expanded its retail presence under parent Honasa Consumer, has also established a presence in the baby-care segment.
The category has also seen greater traction for natural and medicated products, while formats focused on convenience have supported market expansion. According to market researcher Numerator, formerly Kantar, Indian parents spend an average of about Rs 6,800 annually on baby-care products, with spending tending to be higher during the first two years of parenting.
Emami’s entry into the segment comes as the company broadens the application of the BoroPlus brand into an adjacent personal-care category. The company’s shares declined 0.6 per cent to close at Rs 364.75 apiece in Mumbai trading, while the benchmark BSE Sensex fell 0.7 per cent.
