Emami takes on Johnson’s, Himalaya, Mamaearth

FMCG giant Emami Ltd has entered India's rapidly growing baby-care market with its new skincare line, BoroPlus FromMaa. The brand, which has long been trusted by Indian families, has launched a portfolio of baby-care products including lotion, cream, soap, shampoo, massage oil, powder, and diaper rash cream. This move comes as India's baby-care market, valued at over Rs 40,000 crore, continues to expand.

Parents in India are becoming increasingly selective when it comes to baby-care products, preferring premium, natural, and expert-backed options. Emami's entry into this market comes as a challenge to established players like Johnson's Baby and Himalaya, as well as newer digital-first companies like Mamaearth. Mamaearth, which started as a digital-first personal-care brand, has quickly gained recognition in the baby skincare space alongside other popular brands such as Chicco, Sebamed, Cetaphil Baby, and Mother Sparsh.

The baby-care category in India has been driven by a shift towards natural and specialized products, as well as the convenience of online shopping. With an average annual spend of around ₹6,800 per parent on baby care, most Indian parents opt for higher-end products during their child's first two years. The launch of BoroPlus FromMaa is expected to be available through leading e-commerce platforms in various pack sizes and formats.