JL Morison to expand Nivea product line

Nivea's product line in India will finally be diversified after lying dormant for nearly four years.

Over the next three years, Nivea will launch a range of 100-odd products. It has only two products in the Indian market now.

What is more, Beisdorf, the global parent that owns the Nivea brand, has decided to increase its presence in India by introducing new products from Nivea's global portfolio.

The brand, which has been manufactured and marketed in India by JL Morison for over three decades, was mainly restricted to basic skin care products and men's toiletries.

Last week, it introduced a range of deodorants and will launch face care and anti-sun tan products in India over the next 12 months.

Nivea, the number one selling brand in Europe, currently accounts for only about 5 per cent of the Rs 900 crore Indian skin care market.

JL Morison is hoping to capture at least 10 per cent of the deodorant market in a year and figure among the top two selling brands in the next three years. The brand is positioned in the premium segment and targets urban youth in the 13-30 age group.

JL Morison, which has been manufacturing all the locally available Nivea products, is adopting a more cautious business strategy this time round.

"We will import these products and test market them in India for six months," Jimmy Anklesaria, managing director of JL Morison, told Business Standard.

The global range of Nivea's products includes bath care, colour cosmetics, deodorants, hair care, sun and baby care.

The skin care range includes top of the line products as Nivea Soft, Nivea Vital, anti-ageing, under-eye, anti-stretch mark and fairness creams.

JL Morison is also looking at wiping away its grey market blues with the launch of its new deodorants.

Nivea deodorants, which are smuggled in from countries such as the United Arab Emitrates, have been the top selling brand in the local grey market.

The company is trying to tap this Rs 100 crore grey market with its deodorants and hopes that the stamp of genuiness on their products will convince customers to prefer Nivea's products over the grey market offerings.

Nivea deodorants are available for Rs 110-120 in the grey market and will cost Rs 140 when sold through the official network.