FMCG firm Emami today said it is foraying into kids segment with the launch a talcum powder which has been specially developed for children in 5-12 age group.
The Kolkata-based firm is currently test marketing the new brand ‘Boroplus Kids-Total Defense Talc’ in Andhra Pradesh covering various cities including Hyderabad, Vijaywada, Vizag and Nellore.
“We are testing the brand to comprehend the market response and post that will look at a national roll out,” Emami CEO Sales Mr Krishna Mohan told PTI.
He added that the talc offers protection to the tender and porous skin of children of 5-12 age group against prickly heat, irritation, itching and sweat commonly faced by them especially during the harsh and humid summers in India.
“We have identified this segment — kids segment, and feel this is a huge market with no substantial competition and immense potential,” Mr Krishna said.
The product is available in a single variant of 100 gm pack at a price of Rs 45 each.
Emami said it plans to cash in on the Rs 350-crore Boroplus brand, which includes ‘Boroplus prickly heat powder’ to ensure its success in the kids segment.
“Currently our efforts are aligned towards aggressive marketing including below the line activities and consumer engagement programmes to establish the brand and create awareness,” the company added.
Shares of Emami today closed at Rs 484.15 on the BSE, down 0.20 per cent from its previous close.