Nivea plans customised India products

AHMEDABAD: German skincare brand Nivea plans to introduce in India products customised for tropical and dry weather instead of merely competing in the market on price parameters, its India managing director Neil George has said.

“We are constantly mapping emerging trends and the concept of healthy looking skin has in fact emerged from the consumers. Indian consumers believe that ‘healthy-looking’ skin captures all their needs – glow, acne-free, smooth, supple, soft, beautiful, et al,” George told ET in a recent interview.

“This is the aware and involved consumer who drives the consumption trends and behaviour in the country. We have focused our efforts to cater to these specific needs to encourage non-users adopt Nivea.”


The brand, from German company Beiersdorf AG, hopes to grow faster in India than the industry in the next five years through continuous innovations backed by Rs 500 crore in investments, he said. The company has so far invested Rs 350 crore in India.