here is a new entrant in the small and crowded baby care market. Last month, the Bangalore-based Himalaya Drug Company launched its entire range of baby products. What distinguishes this event is that this is the first time an entire herbal-based range has been introduced for babies.

Himalaya�s baby care range is aimed at children between six months and three to four years. The offering consists of moisturising soap (75 gm, Rs 24), powder (100 gm, Rs 32), lotion (100 ml, Rs 68), shampoo (50 ml, Rs 72), oil (100 ml, Rs 74), cream (50 ml, Rs 51) and diaper rash cream (20 gm, Rs 30). Himalaya enters a market which is virtually owned - its share is more than two thirds - by Johnson & Johnson (J&J;). Others in the game are Wipro, Emami and Dabur. Himalaya is targeting a turnover of Rs 7.5 crore in the first 12 months which would give it a share of 5 per cent. ... more