Product Watch 2059

Baby and mother care brand U-Grow makes India debut, to invest $2 mn to build brand

U-Grow, one of the leading European baby and mother care brands which has made its India debut on Wednesday, is planning to invest $2 million to build their brand and launch more than 80 products across the country.

“We intend to conquer the market segment with products to satisfy our customers’ needs, promoting quality, affordable health, and safety. We will expand U-Grow across pan India in metro and Tier 1 and Tier 2 cities. We are investing $2 million in the Indian market to place the brand,” said Gerald Paul Kherkhes, Business Head, Europe Team, U-Grow.

“U-Grow products will be available in all the leading baby stores & pharmacies across India. We do have plans to come online with U-Grow. The brand will be present on the portals like Amazon, Firstcry.com, Flipkart, Paytm, Groffers, BigBasket and Ebay,” added Kherkhes, who was in Delhi to formally launch the brand on Wednesday.

The company has appointed Sunheri Group as their partner in India. “The company Sunheri Marketing Pvt. Ltd. has collaborated with U Grow, which is a European brand for baby and mother care products. It is well-renowned for its comfort, convenience, ergonomics, and functionality,” said Vijay Goel, Director, Sunheri Group.

U-Grow deals in five categories of products — health, feeding, hygiene, child’s bedroom and traveling, according to Goel. The company claims that its products are safe and non-toxic.

The demand for baby and mother care products is increasingly growing in India owing to a number of factors like high disposable income, rising number of nuclear families and high awareness of non-toxic baby products. With an estimated 26 million children born every year in the country, the market is open to innovation.

According to the research report, ‘Indian Baby Care Market Outlook to 2022’, baby care market in India is in a transformational phase. It is estimated that the sector will post a CAGR of over 15 per cent during 2015-2022.

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