Baby care brand U-Grow may make products in India

European brand U-Grow, the latest entrant in the Indian baby care segment, aims to make the country among its largest markets in the long-term. It will also explore opportunities to manufacture some products in India.

U-Grow is a private label brand, owned by Romania-based Network One Distribution (also known as NOD), which is an electronic-IT distribution company. The company plans to invest about $2 million on establishing the distribution network as well as brand-building initiatives.

It is launching U-Grow in India through a distribution tie-up with Sunheri Group. The company will be launching over 80 products in the baby care and mother care segments.

These include products such as feeding bottles, folding strollers, car seats, nasal aspirators, thermometers, bedding and furniture items such as children bed among others.

Gerald Paul Kherkhes, Business Head, Europe Team, U-Grow, said, “India is one of the first Asian markets , where we have launched our products. Given the huge untapped potential and demographics, we believe India could become one of the largest markets in the long term.”

According to industry estimates, the Indian baby care market is expected to grow at a CAGR of 15 per cent for the next few years. The company will be initially putting these products on shelves in about 20 cities, which include metros and Tier 1 markets.

Added Vijay Goel, Director, Sunheri Group, “We have appointed about 20 distributors in the country and will initially look at building the brand across the top metros and key Tier 1 market. For now, we will be importing these products.” He said the company will be tapping baby products stores, pharmacies as well as e-commerce platforms for distribution.

The partners will also look at opportunities to manufacture some products in India in the future. Kherkhes added, “We could look at manufacturing baby feeding bottles and bedding material in India. We are already sourcing bedding products from India.”

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