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BabyCareMarket Baby Care Market India

July2009

ExecutiveSummary
TotalbabycaremarketinIndiavaluedatINR15bnin2008;EstimatedtoreachINR10.9bn Marketdominatedbyunorganizedsectorwithorganizedsectormakingup39%oftotalmarket Marketcomprisesoffoursegmentsbabyfood,skincare,toiletries&diapersandhaircare Marketispresentlyrestrictedtourbanareasandfastexpandingtoruralareas

Market

Drivers:

Challenges:
Competitionfromcheapersubstitutes C l Culturalaspects l RegulationsonInfantFoodPromotion

Drivers& Challenges

Increaseindisposableincome Birthrate Bi h Increasingworkingwomenpopulation Introductionofinnovativeproductsand reductioninprices

Trends

I Introductionoforganicbabyproduct d i f i b b d Introductionofpremiumrangeofbabycareproducts Expansionofmarketinruralareas Johnson&Johnsonisthemarketleaderintotalbabycaremarketwithabout80%marketshare Majorplayersindifferentsegmentsare

Competition

BabyFood Nestle Wockhardt W kh d Amul

SkinCare Johnson&Johnson Wipro Wi

Toiletries&Diapers KimberlyClark P&G P&G Godrej

HairCare Johnson&Johnson

BABYCAREMARKET INDIA.PPT

MarketOverview Drivers & Challenges Drivers&Challenges Trends Competition KeyDevelopments

BABYCAREMARKET INDIA.PPT

BabycaremarketinIndiaisdominatedbytheunorganized sector
Overview
TotalbabycaremarketisvaluedatINR15bn y in2008andisestimatedtoreachINR28bnby 2012 Risingincomelevels,betterproduct availabilityandincreasingawarenesslevelis drivingthebabycareproductsindustryin di i h b b d i d i India Atpresentthemarketisinnascentphase, restrictedtourbanareas,withtremendous restricted to urban areas, with tremendous growthpotential BabycareproductmarketinIndiais dominatedbyJohnson&Johnsonwhich enjoys80%marketshareinallcategories exceptmassageoilanddiapers

OrganizedBabyCare MarketSize
INR mn
15,000

+17%
10,000 5,900 5,000 0

10,920

2008

2012

OrganizedVsUnorganizedSplit

Organized

39% 61%

Unorganized

BABYCAREMARKET INDIA.PPT

Babyfoodisthelargestsegment
Segment PC BabyFood Baby Food Gaming Products BabyMilk Babycereals Baby cereals BabySnacks Soap MassageOil Massage Oil SkinCare Powder Creams Lotions BabyWash(liquid) Toiletries& Diapers HairCare Diapers Wipes HairOil Shampoos
Medium Low

Penetration

Size(2008) INR2280 mn

INR1840 mn

INR1530 mn INR250 mn

High

BABYCAREMARKET INDIA.PPT

BabyfoodsegmentisdominatedbyNestlewhileJohnson& Johnsondominatestheskincaresegment
BabyFoodMarket
Babyfoodmarketcomprisesofproductslike babymilk,cerealsandsnacks InIndiathebabyfoodindustryisgovernedby InfantMilkSubstitutes(IMS)Act BabyfoodIndustryisdominatedbyNestleand Wockhardt

MarketSizeandGrowth
INRmn

6,000 4,000 2,000 0


2008

+20%

4,686

2,280

2012

BabySkinCareMarket Baby Skin Care Market


Marketcomprisesofproductssuchassoaps, massageoil,powder,creams,andlotions Majorplayersinthissegmentincludes j p y g Johnson&Johnson(J&J),Wipro,DaburIndia andJLMorrison(India) Productslikesoapandmassageoilhavehigh penetrationwithyearroundusage penetration with year round usage

MarketSizeandGrowth Market Size and Growth


INR mn
4,000

+15%
1,840

3,220

2,000

2008

2012

BABYCAREMARKET INDIA.PPT

KimberlyClarkleadsintoiletriesanddiaperssegmentwhile Johnson&Johnsondominatesthehaircaresegment
BabyToiletries&DiapersMarket
Marketcomprisesofproductssuchaswipes anddiapers Disposablediapermarketisatanascentstage, withextremelylowconsumption Leadingplayersinthissegmentinclude KimberlyClark,P&GandGodrej Kimberly Clark P&G and Godrej MajorityofDiaperbrandsareimported

MarketSizeandGrowth
INR mn
3,000 3 000 2,000 1,000 0 1,530

+15%

2,670 2 670

2008

2012

BabyHairCareMarket Baby Hair Care Market


Marketcomprisesofproductssuchashairoil andshampoos Leadingplayersinthissegmentinclude gp y g Johnson&Johnson

MarketSizeandGrowth Market Size and Growth


INR mn
400 300 200 100 0 250

+8%

340

2008

2012

BABYCAREMARKET INDIA.PPT

MarketOverview Drivers & Challenges Drivers&Challenges Trends Competition KeyDevelopments

BABYCAREMARKET INDIA.PPT

Drivers&Challenges

Challenges Drivers i
IncreaseinDisposableIncome BirthRate IncreasingWorkingWomen Population IntroductionofInnovativeProducts Availabilityofcheapersubstitutes Culturalaspects RegulationsonInfantFoodPromotion

BABYCAREMARKET INDIA.PPT

IncreaseindisposableincomehasempoweredIndianparentsto spendmoreonbabycareproducts
Increaseindisposableincome
Witheconomicgrowthdrivingincomes,thepurchasingpowerwillincreasesignificantlyacross allconsumergroupscreatingoneofthelargestconsumergroupsglobally MajorityoftheIndianfamiliesdontconsiderbabyproductsasanessentialitemandprefer usinghomemadefoodandadultpersonalcareproductsfortheirbabies.Butwiththeincrease indisposableincome,themiddleandupperclasseswillbewillingtospendmoreontheirnew borns
TotalNo.ofHousehold(mn)
281 207 5% 1% 1% 44% 244 2% 1% 23% 3% 12% 34%

Impact

Perhouseholdannual income(INR000)

AggregateAnnualDisposable Income(INRtn)
90 24% 23% 44 15% 24 13% 49% 23% 2005 9% 7% 34% 33% 9% 2015 9%

Coretarget consumer cons mer groups Globals Strivers >1000 5001000

43% 33%

Seekers 200500 Aspirers 90200 Deprived <90

34% 15% 3% 2025

49%

30% 2015

18% 2025

2005

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Increasingbirthratehasledtoanincreaseindemandforbaby careproducts
Birthrate
Indiahasabout25%moreinfantsthanChinaandalmostsixtimesmorebabiesthantheUS ThoughIndianbirthratereducedslightlyin2008,Indianparentsarespendingmoremoneyon theirchildrencomparedtotheirearliergenerations Numberofbabies
India China Indonesia USA Pakistan
0 50 359.6 270.1 67.5 60.9 60.8 100 150 200 250 300 350

Impact

mn 400

%
30 20 10 0 23.28 22.32

Birthrates
22.32 22.01 22.69 22.22

2003

2004

2005

2006

2007

2008

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Workingwomenarekeytargetsegmentforthisindustry
IncreasingWorkingWomenPopulation
About17%oftheIndianwomenareworkingmakingup
31%oftheIndianworkforce 60%ofallMetrohomes 30%oftheITworkforce

Impact

Almost80%ofurbanworkingwomenwork6daysaweekand90%ofthemareinregularfull timejobs Steady increase in the working women have helped the baby care industry as working mothers Steadyincreaseintheworkingwomenhavehelpedthebabycareindustryasworkingmothers arespendingmoreonbabycareproducts
Disposablediapersareofferconvenienceandeaseofuse,theycanbedisposedoffintrashwhenthey're usedandtheyeliminatetheneedtomaintainextralaundrythusofferingsavingsintermsoftime

WorkingwomeninITsector g
000
3,000 2,110 2,000 1,621 2,237

Meantimespentonchildcare p
5 4 3 3.9 4.2

1,000

421

563

671

2 1

1.3 13

1.1

0 2006-07

2007-08
Total Employees Women Employees

2008-09e

Urban

Rural
Non- Working Mothers Working Mothers

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Reductioninpricesandintroductionofinnovativeproducts drivingthegrowthinbabycaremarket
IntroductionofNewProductsandReductioninPrices
InnovationindiapershashelpedindrivinggrowthinbabycaremarketinIndia
KimberlyClarkLeverPvtLtd(KCL)isofferingitsDriFitdiaperswith50%moreabsorbentmaterialusing superabsorbentmaterial(SAM)foritsHuggiesbrand b b t t i l (SAM) f it H i b d TheNewHuggiesdiapersnotonlyabsorbsmorebutalsolastslonger KCLhasinnovatedwithcheapervariantsofdiapersintheformofNappipadswhichcanbeinsertedinside theclothnappies

Impact

DiaperswhenlaunchedinIndiawaspricedatapremiummakingtheproductbeyondthereach ofmanycustomers Reductioninpricesofdiapershasledtoexpansionofdiapersegment PriceofDiaperperpiece


-50% INR
20 10 0 20 10

1987

2008

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Competitionformcheapersubstitutesandculturalaspects impedeindustrygrowth
CompetitionfromCheaperSubstitutes
Disposablediapersarestillnotaffordableasthemanufacturingrequireshugecapitalandhigh endtechnology InIndia,costofdiapersareveryhighinrelationtothecostoflabor
SixdiapersperdayonakidcostINR4060perdayworkingouttobeINR1200to2000permonthon diapersalone.Thatisamajorexpenseforamiddleclassfamily ItisstillpossibletohireamaidatacostlessthanINR4800permonth

Impact

Cost conscious parents often use cloth diapers in the day and non woven diapers in the night Costconsciousparentsoftenuseclothdiapersinthedayandnonwovendiapersinthenight ManyIndianparents,inordertosavecost,usetheirownpersonalcareproductsforbabiesthus restrictingthegrowthofbabycareproductsmarket

CulturalAspects Cultural Aspects


Indianconsumer,ingeneral,hasanattitudinalbarriertowardsdisposables,whichisoneofthe mainimpedimentsinthegrowthofthismarket
Indianmothersarecostconsciousandpreferrecyclingmostoftheproductsusedforhousehold.Thesame appliestotheproductsusedforbabiestoo.ThisactsasamainbarriertowardsdisposablediapersinIndia applies to the products used for babies too This acts as a main barrier towards disposable diapers in India Manyparentsbelievethatclothdiapersarebetterchoiceanddoesnotcauseanyrashes Disposablediapers'usageismainlyrestrictedtooutofhomeoccasions

Impact

Inbabyfoodsegmentalso,manyparentspreferfeedingbabieswithhomemadefoodrather thanbuyingbabyfoodproductsfromthemarket than buying baby food products from the market

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Regulationsonmarketingandpromotionofinfantfoodhinder thegrowthofbabyfoodsegment
RegulationsonInfantFoodPromotion
InIndia,marketingofbabymilkandotherinfantfoodproductsisrestricted Babyfoodmanufacturershavetoadheretotheregulationslaiddownunder The Baby food manufacturers have to adhere to the regulations laid down under The InfantMilkSubstitutes,FeedingBottlesandInfantFoodsAct
Actdefinesinfantmilksubstituteasanyfoodbeingmarketedorotherwiserepresentedas apartialortotalreplacementformothersmilk, forinfantuptotheageoftwoyears ActProhibitstheadvertisementofinfantmilksubstitutesandfeedingbottles Actprohibitsmanufacturersfromusinghealthcaresystemfordistributionorpromotionof theinfantmilksubstitutesorfeedingbottlesorinfantfoods Actmakesitmandatoryformanufacturertodisplay:
Astatementmothersmilkisbestforyourbabyincapitalletters awarningthatinfantmilksubstituteorinfantfoodisnotthesolesourceofnourishmentofaninfant Instructionsforappropriatepreparation&warningagainstconsequencesofinappropriatepreparation

Impact

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Trends

MarketOverview Drivers & Challenges Drivers&Challenges Trends Competition KeyDevelopments

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IntroductionofOrganicBabyProducts

Trends

Introductionofpremiumrangeofbabycareproducts

Expansionofmarketinruralareas

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Introductionoforganicbabycareproductshashelpedin expandingthescopeofthemarket
IntroductionofOrganicBabyProducts
ManybabyproductmanufacturersareofferingorganicbabyproductsinIndia Organicbabyproductsaresimilartotheregularones,exceptthatnochemicalfertilizers, pesticides,preservatives,antibiotics,hormonesandothersareusedwhileproducingthem Company
AdityaBirlaGroup

Products
Puretta,100%naturalandbiodegradablebabycarewipes Wipesarealcoholfree,hygienic,hypoallergenicanddermatologicallytested WipesaremadefromCellulose,a100%naturalandbiodegradablefibre,itsoothes thebabystenderskinwithitssoftandnaturefriendlyproperties Rangeofproductsmanufacturedusingnaturalingredientssuchasneem,aloevera, honey,saffron,gold,silver,almondandoilusingayurvedicrecipesasopposedto honey saffron gold silver almond and oil using ayurvedic recipes as opposed to chemicals Rangeofherbalbabycareproducts Herbalbabycareproductsarepriced10 15%higherthannonherbalproducts Toensurethequalityofitsproducts,thecompanysources70%ofitsrawmaterials fromitsownfarmsinManesar,Najafgarhandafewotherlocations Theorganicbabyfoodsaresoldunderthebrandname'FirstBites.' Theseincludemilkcerealandmultigrainproductsvarieties Thebabyfoodcontainsnopreservativesoradditives

Organicbaby Organic baby careproductsin demand

Emami

Kruter

PristineOrganics

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Playersintroducingpremiumrangeofproductsandfocussingon ruralareasforgrowth
IntroductionofPremiumrangeofBabyCareProducts
InternationalbrandssuchasAvent,NubyandTenderilsareplanningtointroducespecialized premiumbabycareproductsintheIndianmarket Nubyisplanningtolaunch25premiumproductsunderthebrandNubyNaturalTouchinthe Indianmarket ConsumerelectronicsandlifestyleproductscompanyPhilips,isplanningtolaunchitsAvent brandwithspecializedmotherandbabycareproductsinIndianextyear
The brand includes products ranging from milk bottles to skin care range and is currently sold in countries Thebrandincludesproductsrangingfrommilkbottlestoskincarerangeandiscurrentlysoldincountries liketheUK,US,SpainandItaly

Premium products products broadeningthe scopeofthe market

Expansionofmarketinruralareas
AboutthreequartersoftheIndianpopulationresideintheruralareas Indianruralmarketisgrowingat34%p.a.,addingmorethan1mnnewconsumerseveryyear RuralIndiaaccountsforalmost50%ofthevolumeconsumptionoffastmovingconsumergoods inIndia ManyBabyCareProductmanufacturersaretargetingruralareasforfurthergrowth:
Dabur,isbankingonthecountrysruralandsemiurbanareasforgrowthinthebabycaresegment Daburhasthreeproductsinitsportfolio,whichincludesDaburLalTel,whichhasanoverallmarketshareof over25% Daburisplanningtoincreaseitsspendinruralareasby15to20%inFY2010 Emamiisplanningtoimproveitsfootholdinruralareasinthebabycarerange p g p y g

Market expandingto ruralareas rural areas

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MarketOverview Drivers & Challenges Drivers&Challenges Trends Competition KeyDevelopments

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BabycaremarketisdominatedbyJohnson&Johnson
CompetitionOverview
Johnson&Johnsonisthemarketleaderintotalbaby caremarketwithabout80%marketshare Theleadingbrandsinthebabyfoodmarketincludes NestleCerelacandNestum,WockhardtsFarex Inbabytoiletriessegment,thediapersareprimarily dominatedbyimportedbrands M k Marketcomprisesofmainlyurbanareashowever i f i l b h babyproductcompaniesarenowfocusingonrural areas

MarketShare Overall
0thers Wipro Babysoft 7% 13%

80% Johnson and Johnson

MarketShare BabyFoodMarket
Others Wockhardt 15% 5%

MarketShare Diapers
Snuggy ( Godrej) 10%

Pampers (P&G) 30% 60%

80% Nestle
Huggies (Kimberly Clark)

BABYCAREMARKET INDIA.PPT

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Players(1/7)
CompanyName Food SkinCare Toiletries HairCare BusinessDescription

Actifit

ThecompanyisbasedinMumbai Thecompanymanufacturesandexports,babydiapers, adultdiapersandotherhygieneproducts Itmanufacturesbabymilkpowderwhichissoldunderthe brandnameAmulspray Amulisplanningtoincreaseitsproductioncapacityitis planningtosetupadditionalprocessingfacilitiesinDelhi andMumbai Dabur's baby range of products made with Ayurvedic herbs Dabur sbabyrangeofproductsmadewithAyurvedicherbs andplantextracts BabyproductsincludeDaburLalTel,JanmaGhuntiand GripeWater g g p Daburistargetingruralareasforexpansion FinancialPerformance: ThecompanyreportedtotalincomeofINR3.16bnanda netlossofINR777mninFY09

Amul

Dabur Dabur

Note:Thislistisnotexhaustive BABYCAREMARKET INDIA.PPT

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Players(2/7)
CompanyName Food SkinCare Toiletries HairCare BusinessDescription

Emami

ItmarketsitsproductsunderthebrandnameTheHealthy andFair ItenteredtheBabyCaresegmentinJune2009 Infirstphaseithaslaunchedoil,soapsandtalcumpowder Insubsequentphaseitwilllaunchcreams,lotions& shampoos Itsofferingsarepriced35%lesserthanitscompetitors ThecompanyislookingtogarnerINR11.20bnfrombaby caresegmentinnext34years FinancialPerformance: ItrecordedatotalincomeofINR6.04bnandnetprofitof INR927mninFY08 GodrejmanufacturesdiapersunderthebrandnameSnuggy p y p Itplanstoextendthebrandtootherbabycareproducts Financialperformance: ReportedtotalincomeofINR9.2bninFY09andanetprofit ofINR186.8mninFY09

Godrej

Note:Thislistisnotexhaustive BABYCAREMARKET INDIA.PPT

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Players(3/7)
CompanyName Food SkinCare Toiletries HairCare BusinessDescription

Hygiene WearIntl

ItmarketDiapersunderthebrandnameKoochees Itmanufacturesdiapersthroughajointventurebetween HygieneWearInternationalandBracoManufacturing Company,USA ThecompanyisbasedinIndore CompanyisbasedinChennai p y ItmarketsitsproductsunderthenameAnakkubrand ItestablishedandR&DcentreinMumbaiinApril2009 It has a website babycenter in for promoting baby care Ithasawebsitebabycenter.inforpromotingbabycare Thewebsiteistargetedatexpectantandnewmothersand coversaspectsrangingfromthevariousstagesofpregnancy tocaringofinfants. J&JplanstointroduceanonlinestoreinitsIndianwebsite J&J plans to introduce an online store in its Indian website FinancialPerformance: ThecompanyrecordedtotalsalesofINR3060bnandanet profitofINR622bninFY08

Infantino

Johnsonand Johnson Johnson (J&J)

Note:Thislistisnotexhaustive BABYCAREMARKET INDIA.PPT

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Players(4/7)
CompanyName Food SkinCare Toiletries HairCare BusinessDescription

JLMorrison

ThecompanyisbasedinNewDelhi JLMorisonIndiamarketsitsproductsunderbrandname MorisonBabyDreams ItsproductsincludeBabyoil,nappycream,soothing powder,nourishingbathsoapandmoisturizingbabybath ThecompanywaserstwhilelicenseeoftheNiveabrand Itisa50:50JointVenturebetweenKimbelyClarkand Unilever ItSellsDiapersunderbrandnameHuggies p y p Thecompanyhasinnovatedwithcheapervariantsinthe formofNappipads ThecompanyhasinnovateditsDriFitdiaperswith50% moreabsorbentmaterialusingsuperabsorbentmaterial

Kimberly Clark Lever

Maneesh Maneesh Pharmaceuti cals

ItisaMumbaibasedcompany p y IthassignedanexclusivelicensingagreementwithDisney ConsumerProductsinFebruary2009 Undertheagreement,itmarketsSymlerangeofbabycare productsoftheDisneyBabybrand

Note:Thislistisnotexhaustive BABYCAREMARKET INDIA.PPT

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Players(5/7)
CompanyName Food SkinCare Toiletries HairCare BusinessDescription

Marico

Nestle

ItenteredbabycaremarketinSeptember2005withthe introductionofSparshbabyoil FinancialPerformance: ItrecordedatotalsalesofINR19.02bnandnetprofitof INR1.43bninFY09 Itmarketsitsproductsunderthebrandnames p


NidoandLactogen formilk CerelacandNestumforcereals

In2003NestlelaunchedNestleDevelopmentNutritionPlan forinfantsandhaslauncheditsinfantfoodsgradedtothe needsofinfantsineachstageoftheplan Financialperformance: ItrecordedtotalincomeofINR43.89bnandnetprofitof INR5.34bninFY08

Nobel Hygiene

ThecompanyisbasedinMumbai ItmarketsitsdiapersunderthebrandnameTeddyy

Note:Thislistisnotexhaustive BABYCAREMARKET INDIA.PPT

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Players(6/7)
CompanyName Food SkinCare Toiletries HairCare BusinessDescription

Nuby

Companyplanstocomeupwithcomprehensiverangeof babycutleriesandtoiletries Companyplanstocomeupwithorganicbabyfoodproducts ItisintheprocessofsettingupnewfacilityinNoida Thecompanyhastiedupwithretailmajorssuchas Spencers,BigBazaar,ApolloPharmacy,Lifestyle,Heritage Storesforexpandingitsreach IntroducedPamperbrandinIndianmarketinDecember 2006 ThemanufacturingcentreforPampersisbasedinBangkok. Diapersareavailablein3sizes Thecompanyisplanningtoorganizedoortodooreffortsfor consumereducationandorganizeeventswiththemedical community FinancialPerformance: ThecompanyreportednetsalesofINR6,450mnandnet profitofINR1,314mninFY08

Procter& Gamble

Note:Thislistisnotexhaustive BABYCAREMARKET INDIA.PPT

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Players(7/7)
CompanyName Food SkinCare Toiletries HairCare BusinessDescription

Raptakos, Brett&Co. Wockhardt

ItisbasedinMumbai ItmarketsitsinfantmilkunderthebrandnameLactodex In2006itacquiredDumexIndiaPvtLtdalongwithitstwo productsProtinexandFarex ItalreadyownsDexolac,NusobeeandFirstfoodbrands Wochardt plans to reposition the Farex brand WochardtplanstorepositiontheFarexbrand ItplanstolaunchFarexindifferentflavours WiproMarketsitsproductsDiapers,Soaps,oil,Talcum PowderunderbrandnameofBabysoft It launched an economy range of diapers in June 2008 ItlaunchedaneconomyrangeofdiapersinJune2008 InordertobuilditsbrandWiproBabySofthaslaunchedan informationprograminhospitals,providingvaluable informationonpregnancy,childbirthandbabycarethrough theuseofpostersandleaflets.Itisalsosponsoringregular p p g g 'HealthyBabyContests'atretailoutlets FinancialPerformance: ItrecordedtotalrevenuesofINR254bnandnetprofitof INR34,415inFY09

Wipro Babysoft

Note:Thislistisnotexhaustive BABYCAREMARKET INDIA.PPT

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MarketOverview Drivers & Challenges Drivers&Challenges Trends Competition GovernmentRegulations KeyDevelopments

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KeyDevelopments
Date 17Jun2009 1May2009 8 April2009 28Feb2009 Development Emamilauncheditsayurvedic`Healthy&Fair'rangeofbabycareproducts NubyofUSA,amanufacturerofinfantcareproductslauncheditslatestbabycareproductsinIndia Nuby of USA a manufacturer of infant care products launched its latest baby care products in India MahindraRetaillaunchedits"MomandMe"store,whichspecialisesinproductsrelatedtoinfantand maternitycare,inthenationalcapitalregion ManeeshPharmaceuticalsLtd(MPL)hassignedanexclusivelicensingagreementwithDisney ConsumerProducts.Undertheagreement,MPLwillmarketitsSymlerangeofbabycareproducts d d h ll k l fb b d undertheDisneyBabybrand.TheBabyrangeincludesoil,soap,babymassageoil,bath,shampoo, talcpowder,wetwipesandlotion Johnson and Johnson, has launched 'ToptoToe' wash for the new born infants. The product prevents trans epidermal water loss in infants which means that the moisture of the baby's skin will be infants, baby s maintained even after the bath

28Feb2009

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