Piramal Enterprises has ‘big’ plans for Little’s

Meenakshi Verma Ambwani New Delhi | Updated on January 20, 2018

Sets ₹100-crore target for babycare brand; eyes e-commerce route

Piramal Enterprises, which acquired babycare brand Little’s last year, aims to make it a ₹100-crore brand in the next one-two years.

The company’s consumer products division is focusing on expanding the brand’s presence across the country, besides through the e-commerce channel.

Kedar Rajadnye, President & Chief Operating Officer - Consumer Products, Piramal Enterprises, said since the acquisition, the company has been working on brand integration and expansion of its distribution.

He said besides tapping into the chemists’ distribution channel, the brand was also focusing on expanding its reach through the kids’ stores.

“Little’s is growing aggressively and at a much faster pace than we anticipated. We believe it’s a potential ₹100 crore brand for us in the next one-two years,” he said.

Little’s caters to kids aged 0-4 years and offers a wide range of products such as baby skincare, feeding bottles, toys, apparels, accessories and bathing products.

“We believe there are huge opportunities to expand on categories such as baby feeding products and the toys segments in which innovation can be brought in to enhance kids’ cognitive and motor skills,” he added.

The company expects the e-commerce channel to contribute nearly 10 per cent to the sales in the next few quarters.

With the combination of two brands — Little’s and Jungle Magic — in its portfolio catering to the kids aged 0-10 years, the company may also look at adding another brand to cater to children aged 11-14 age group, also called tweens.

Asked if this will also be through an acquisition, Rajadnye said: “The 11-14 age group presents an interesting opportunity and will require a different treatment, which cannot be done with the existing brands. We are open for inorganic growth. We will look at a brand that can fit in with our philosophy of combining wellness and enchantment and which comes at the right valuation.”

The company is also looking to expand the range of its other kids brand Jungle Magic, which is positioned as a brand for kids aged 5-10 years.

It offers products such as perfumes with aromatherapy, hand sanitisers and tiffin boxes.

“Children have their own mind and parents care about their health and wellness. So, we are looking to add products and categories where we can add some value,” he added.

Published on June 12, 2016

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