Nivea plans fairness cream foray in 2 yrs

Nivea India, a subsidiary of Rs 30,000-crore German group Beiersdorf, plans to enter the women's fairness cream segment in India in the next two years.

"We are keeping a close watch on the fairness cream segment in India and we will definitely enter the segment soon," said Kai-Boris Bendix, managing director, Nivea India.

The company announced the launch of Visage, its largest sub-brand, in the country today. Nivea Visage contributes 20 per cent to the company's turnover globally.

It was first launched in France in the early 1970's and is available in 60 countries. The range is targeted at urban working women.The skin care segment in the country is growing at 16 per cent annually.

Speaking at the launch, Bendix told Business Standard that Nivea India was looking at strengthening its deodorant line and would enter the lip segment by the end of September.

"We are just starting off in India. We are keeping all our options open," he said. The company is expecting to capture 5 per cent market share in the near future.