The Hindu Business Line : HL Network enters kids personal care category

In fact, since it started posting profits, Hindustan Lever Network has been steadily adding new categories to its product portfolio. Soon after venturing into the foods category with the Indus Valley brand, HL Network has now made an entry into the children's personal care category with a new brand, Little Animals.

Unilever has already introduced this children's brand in its network's subsidiary in South Africa. India is the second country where the brand has been launched under its direct selling division.

Mr K.K. Rajesh, Business Head, HL Network, told Business Line that "we have adapted the products with an Indian formula from our range which is already present in South Africa and there are plans to introduce the brand in Thailand in future."

Marking the network's foray into children's personal care products, the Little Animals range will currently sport products such as a `no tears' shampoo, a bubble bath and a body lotion. There are plans to extend the range into toothbrushes and soaps in future.

HL Network hopes the `pester power' of children will work for the brand. "We believe that kids can influence the buying decisions of their parents," says Mr Rajesh. Hoping that its consultant base of 75,000 members would be availing itself of this new brand, Mr Rajesh says, "We have not set ourselves any targets for the new kid's brand; at the same time, we are hoping to add on the 75,000 consultants and expect that there is a kid in every home."

Looking at further synergies between the dial-in shopping service Sangam Direct and HL Network, the company is looking at a common delivery system to reach the goods to its network consultants and its dial-in consumers. "As we expand our operations under Sangam Direct, we are looking at a future possibility of using the same delivery system for our consumers in both the operations," says Mr Rajesh.

Mr Dalip Sehgal, Executive Director (New Ventures & Marketing Services), said, "The year 2003-04 has seen HL Network record consistently strong growth across the board - in terms of business, product categories, service centres, consultant numbers and wealth creation for consultants."

Recently, HL Network awarded its top five consultants by handing them keys to a Toyota Corolla in recognition of their outstanding performance.

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