Emami's BoroPlus takes on Johnson’s, Himalaya, Mamaearth with FromMaa launch

BoroPlus, the skincare brand owned by FMCG major Emami Ltd, is entering India’s expanding baby-care market with a new range as parents increasingly favour premium, natural and specialist products.

The company today launched “BoroPlus FromMaa”, a baby-care portfolio that comprises lotion, cream, soap, shampoo, massage oil, powder and diaper rash cream, the company said in a statement.

The launch comes as India’s baby-care market, estimated at more than Rs 40,000 crore by Mordor Intelligence, continues to grow. Parents are becoming more selective, driving demand for premium, natural and expert-backed baby-care products.


“BoroPlus has earned the trust of Indian families over decades, and with FromMaa, we are delighted to extend that legacy to the baby-care category,” said Priti A. Sureka, Director, Emami.

The move puts Emami up against a mix of established consumer and healthcare brands and newer digital-first companies. Johnson’s Baby remains one of the largest players in India’s baby and child-specific products market, followed by Himalaya. The category has also created room for newer brands such as Mamaearth, which began as a digital-first personal-care startup before building a wider retail presence under its parent, Honasa Consumer. Mamaearth is now among the recognised names in baby skincare alongside brands such as Chicco, Sebamed, Cetaphil Baby and Mother Sparsh.

Emami's shares dropped 0.6% to close at Rs 364.75 apiece in Mumbai trading, while the BSE Sensex lost 0.7%.

Natural and medicated products have gained ground, while convenience-led formats are supporting category growth. Indian parents spend about ₹6,800 a year on baby care on average, nearly a third of household and grocery spending, according to a report by market researcher Numerator, formerly Kantar, released last year. Most parents also choose higher-end products during the first two years of parenting.

BoroPlus FromMaa will be sold through leading e-commerce platforms in multiple pack sizes and formats.