Marico launches baby oil in AP

Mumbai-based Marico Limited has entered the babycare segment with the launch of a baby massage oil, Sparsh, in Andhra Pradesh.

The Rs 1,000-crore company, which owns brands like Parachute, Saffola, Kaya, Hair & Care and Mediker, has embarked upon a product strategy under which it will be developing more brands in the babycare segment.

Addressing mediapersons here on Monday, R Chandraseker, category head, Marico Limited, said, "Around 12 million babies are born every year in India with around 1 million being in Andhra Pradesh alone.

The total branded baby massage oil market in India is worth Rs 350 crore and Andhra Pradesh comprises a huge segment in this market. We hope to garner a 15 per cent market share in the state within the next three years."

The company plans to test-market the brand in Andhra Pradesh, and based on its success will launch it nationally as well. Film actress Simran has been roped in as the brand ambassador for the product for the southern region.

Marico claims that the baby massage oil is enriched with tulsi and turmeric besides coconut oil and vitamins D and E. The product is priced at Rs 33 for a 50ml pack and Rs 61 for a 100 ml pack.

When asked about the advertising spend in Andhra for Sparsh, Chandraseker said, "It is on par with what our competitors spend."