US babycare brand Nuby has entered into a marketing and distribution tie-up with RP Electronics, a part of the Rs 1,000 crore Salora Group, for its range of childcare products. Its portfolio includes products for the 0-5 years age group, that include nipples, bottles, pacifiers, sippers, bowls, cups, etc.
Lov n’ Care International, which owns the Nuby brand, has an annual turnover of $167 million, and is present across 80 countries. Says its president of export Michael Robert Ariel, “We are the largest manufacturer and distributor of baby feeding and teething products. Almost 60 per cent of our revenues came from overseas markets.”
Very upbeat on the Indian market, he said, “India could well end up being the second largest market for us (after Europe). India has all the features to qualify as a good market in the childcare segment: the highest number of new borns, high disposable incomes, a strong currency and easy import duties.” He does not rule out setting up a manufacturing unit here if the volumes justify it, next year at an investment of $2 milion.
Besides the babycare (0-12 months) group it will also focus on the 12-36 month age group, which is a lucrative category.
For the Rs 150 crore RP Electronics, childcare is the third category it has entered, after batteries and shaving products. It manufactures and sells Nippo brand of batteries and torches in technical collaboration with Matshushita of Japan. Since last year, it has begun to market the Glide range of men’s shaving systems, manufactured by US company American Safety Razor Ltd. The company has created a mother brand, Purple Turtle, under which it will retail a number of US and European brands. The tie-up with Nuby marks the beginning of this foray.
Said RP Electronics’ chief executive (FMCG Division) Ashok Chowdhary, “We perceived a vacuum in the Rs 500 crore child care segment in India, which is highly unorganised and offers a limited range. Under Purple Turtle we plan to bring in a range of international brands in the segment.” The categories will be: baby care, toiletries, child safety products, child hygiene products, educational and fun toys.