The Hindu Business Line : JL Morison to re-enter baby care segment

To begin with, it has decided to introduce a new sub-brand called Baby Dreams to re-enter the baby care segment with products such as soap, oil, lotion, talc, nappy creams and bath shower creams.

Realising the limitations in advertising its existing baby bottles and teats under the Morison brand, it has now decided to extend its range to include more FMCG products, which would be able to ride on its existing distribution chain.

Speaking to Business Line, Mr Bipin Vengsarkar, Executive Director, said: "We have decided to gradually start investing into our own brand now that Nivea has set up its own company in India."

While JL Morison continues to distribute and manufacture the Nivea brand, its marketing is now being done by Nivea's recently floated subsidiary company in India.

Focusing on its Morison brand, the company has been steadily increasing its offerings under the brand.

Recently, it extended the brand into fragrances and men's shaving brushes.

To Sell at a premium

By using natural products, the Morison's range of baby care products is expected to sell at a premium to the existing J&J brand of products in the market.

Mr Vengsarkar said: "We will be selling our products at a premium to J&J. Our pricing is expected to be closer to brands such as Himalaya and Wipro in the baby care segment."

For instance, the Morison nappy rash cream would be pegged at Rs 75 for 50 gm while soap would be priced at Rs 32 for 100 gm.

It has appointed Grey Worldwide to handle communication for the brand.

The company will also be relying on below-the-line activities to promote its brand. Besides, it will consider manufacturing the products at a later stage. Apart from launching new products under the Morison brand, the Raghu Mody Group company is also eyeing acquisitions in areas such as personal care and food.

"We will consider getting into categories that will help our existing distribution infrastructure," said Mr Vengsarkar, who is open to forging joint ventures, distribution tie-ups and acquisitions.

With 1,300 distributors reaching out to nearly two lakh outlets across the country, the Rs 90-crore JL Morison intends to target the urban upper middle class with its products.

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