According to KEN research, the brand operates in the Rs 1,000 crore non-food baby-care category, which is growing at 13 per cent
Piramal Enterprises’ consumer products division has acquired the baby-care brand ‘Little’s’, which includes the entire product range across six categories.
Launched in India in 1980, Little’s is present across a wide range of products including – baby feeding bottles, baby skin-care, baby grooming accessories, baby apparels and baby toys. The brand is currently available across 25,000 outlets in India and has been growing at a CAGR of 30 per cent over the past few years.
According to an independent research firm, KEN Research, the brand operates in the Rs 1,000 crore non-food baby-care category, which is growing at 13 per cent. The brand is available at chemists, cosmetics and kids stores, modern trade and e-commerce formats. Little’s brand is preferred by mothers of babies in the age group of upto four years.
“In line with our strategy, we aim to be a Top 3 player in the OTC market by 2020 and we believe that Little’s will help us achieve this goal. Currently, we cater to the five to 10 age groups through the Jungle Magic brand. With this acquisition, we now have an offering for babies in the 0-4 age group. This allows us to partner with mothers and provide well-being solutions for their children right from their birth till they reach the age of 10 years,” said Kedar Rajadnye, COO, Piramal Enterprises – Consumer Products Division.