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Kids are the new consumers, says Nandini Piramal, on the potential in the country for quality “kid well-being” products.
After perfumes for children, a slew of kid-oriented products, including mosquito-repellent bands, are being lined up from the Piramal Group. The mosquito-repellent bands, for instance, are being launched later next month, said 32-year-old Piramal.
The company has started test-marketing its mosquito bands in different parts of the country and has got good response from consumers, she said. “These mosquito bands are normal slap bands that kids love to wear. A single band will work for 15 days. We are at present making them in China; however, after we get a feel of the demand pulse, we might look at manufacturing here too,” Nandini said.
The mosquito wrist-band, she said, contains natural ‘citronella essence’, refined to produce a fragrance that is an effective and durable mosquito and insect repellent. The waterproof silicon, anti-allergy bands are safe for use by younger children, she added. The repellent bands come at a time when mosquito-borne diseases such as malaria, dengue and chikungunya are threatening households across the country.
The company plans to launch five to six ‘unique’ products targeting children in the 0-12 years group, in the next two years. Nandini, however, refused to divulge financial details.
Daughter of Ajay and Swati Piramal, Nandini spoke to Business Line at the company’s launch of its anti-aging cream.
She is responsible for the company’s over-the-counter business that makes iPill and Saridon, among others.
The company is betting big on this market, though the baby portfolio is at present small.
“We don’t want to flood the market at one-go but examine it before launching anything,” she said, adding that the company had last year launched a perfume range for kids that is already a rage in the market.
Asked whether selling perfumes for kids is a challenge, Nandini said it was, to some extent; one needs to be extra careful with kids, and the company has tried to maintain those standards.
“Little girls and boys always try to imitate their parents and end up using their products. Sometimes, it can cause allergy; so, we need kid-specific products,” she said.
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