Lilliput Kidswear diversifies into baby care products

Lilliput, a dominant player in the Indian kidswear industry, has diversified into baby care segment.

It is offering a complete set of baby care essentials - baby shampoo, baby milky bath, baby oil, baby powder, baby milky lotion, baby milky soap, baby wipes, cleaning liquid and laundry liquid, under the tagline of natural, pure and ultra mild.

Herbal variants in the form of baby herbal bath, baby olive oil, baby lemon soap and prickly heat powder are also included in Lilliput's range of offerings.

Commenting on the initiative, Sanjeev Narula, managing director, Lilliput Kidswear Ltd, said, ''Baby care market in India has experienced growth over the past few years due to changing consumer mindset and increasing penetration of baby care products. Rise in disposable income level, superior product availability and increasing awareness have significantly revolutionised the baby care products industry landscape. This compelled us to foray into the baby care industry with the launch of Lilliput baby care products.''

The company claims that all its products are tear free, soap free, hypoallergenic and pH balanced besides being enriched with natural emollients, Vitamin E, chamomile, eucalyptus and honeysuckle extracts, Jojoba Oil, Shea Butter, the healing elixir squalane, herbs essence, green tea and aloe extracts.

The baby range starting from Rs95, will be available in all Lilliput and Lilliput World stores besides  baby shops, departmental stores and pharma chains.

Lilliput Kidswear Ltd, incorporated in 1991, opened its first retail store in April 2003 and has expanded the store count to 250 in India. It also has a presence in Kingdom of Bahrain, Cairo, Egypt, Riyadh, Saudi Arabia, Quwait, Abu-Dhabi, UAE, Shanghai, China and Odesa & Moldova, Ukraine, Sultanate of Oman, Yemen and Nepal.