Emami, the Indian FMCG company, has entered the baby care category with the launch of a seven-product range under its flagship skincare brand BoroPlus, named BoroPlus FromMaa. Built around the brand proposition “With Love, From Maa”, the new range comprises a baby lotion, cream, soap, shampoo, massage oil, powder and diaper rash cream.
The range incorporates natural ingredients including Mamra almonds, Kashmiri kesar and milk protein, and is formulated without parabens or phthalates.
Commenting on the launch, Vikas Srivastava, AVP – Marketing, Skin Care at Emami, said: “With FromMaa, we have gone product by product and asked a harder question: what is the single formulation gap in this format, and can we close it measurably? That is why the range leads with credentials rather than claims”.
The products carry recommended retail prices ranging from 70 INR ($0.83) for a 75g baby soap to 580 INR ($6.90) for a 500ml baby massage oil.
Source: Emami (via ANI)
