Patanjali Ayurved enters baby care segment

New range of products—hair oil, massage oil, body lotion and body wash gel—come under a sub-brand called Sishu Care


Photo: Hemant Mishra/Mint
Photo: Hemant Mishra/Mint

Yoga guru-turned-businessman Baba Ramdev’s Patanjali Ayurved Ltd on Wednesday launched a range of baby care products—hair oil, massage oil, body lotion and body wash gel—under a new sub-brand called Sishu Care.

“We have already started rolling out these products in retail stores. Within the next couple of weeks, products will be available across the country,” S.K. Tijarawala, spokesperson for Baba Ramdev, said.

There’s more to come from Patanjali, which is seeking to tap demand for child care products in a country where 26 million babies are born every year.

Patanjali, the spokesperson added, will be launching baby foods within a month.

Patanjali’s baby care products are priced between Rs.70 and Rs.85 for 100ml packs—the same as products of market leader Johnson & Johnson.

Patanjali has emerged as a challenger to consumer packaged goods giants like Hindustan Unilever Ltd (HUL), Nestle India Ltd and Colgate-Palmolive (India) Ltd. In the baby care segment, it’ll compete with US multinational Johnson & Johnson.

The baby care market in India is estimated at around Rs.4,000 crore; it was dominated by Johnson & Johnson (India) with a 74% market share in 2015, followed by Dabur India Ltd with 9.9%, according to a study by market research firm Euromonitor International.

A Johnson & Johnson (India) spokesperson did not respond to Mint queries.

HUL is looking at launching a range of baby care products under its Dove brand this year, according to a 25 July report in The Economic Times.

HUL has been selling diapers under Kotex and Huggies brands since 1995.

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