Here is the new player in the baby care market, with the introduction of Libero soaps, powder, and baby soaps from swedan based Svenska Cellulosa Aktiebolaget (SCA). It also offers baby diapers. SCA is a global hygiene and forest products company that develops and produces sustainable personal care, tissue and forest products. The company market its products in about 100 countries under many strong brands with sales of EUR 10.7bn. With this, Johnson & Johnson (J&J) has got severe competition from a global player, though it faces minimal competition from wipro.
Libero is positioned as skin friendly product and emphasizing natural positioning by comparing it to mother's touch. The brand tagline is " Love Every Moment" Economic Times estimates that there are 50mn babies in the age group 0-2 years and 304.8mn in the age group of 0-12. The market for baby footwear, apparel, and baby cosmetics is estimated to be around $12 bn growing at a CAGR of 17%. The diaper market is estimated to be 2500 crore and baby toiletries market is around Rs 2500 crore.
SCA has launched a whole range of products in the Indian market with family brand-Libero. Let us watch, as to how the company is promoting its products in Indian market and how SCA is going to infuse trust among Indian parents.
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