HUL to launch new range of baby care products under Dove

Hindustan Unilever (HUL) has planned to launch a new range of baby care products under the Dove brand in the coming few months. This will be done so that the dominance of Johnson & Johnson in the market, which is worth Rs 4,000-crore, can be challenged.

"Several of these products will directly compete with Johnson & Johnson (J&J) and will be their (J&J's) first serious competition in the country," a person aware of the matter told ET.

The decision is also aimed at expanding the brand of Dove, which started off as a bathing bar in 1993 and now includes shampoo, deodorants, lotions, body and face washes.

As per industry experts, the segment of baby care products has huge potential, since despite the huge number of children born in the country every year, the segment has not been tapped to its potential.

"India is under-branded in the baby care category despite high potential and birth rates. There has been low level of innovation and product introductions too," said Devendra Chawla, president, FMCG and brands, at Future Group.

Chawla, however, added that safety and quality matter the most in this category, adding that HUL would not find it a cakewalk to earn the trust of new parents. "Mothers are very sensitive about this segment and one doesn't change loyalty easily unless she is assured about the quality," Chawla said.

Talking of Dove, it is the fastest-growing brand in HUL’s portfolio of personal care products, having risen its revenues to Rs 1500 crores from Rs 100 crores in 2007.

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