Beyond antiseptic, Emami takes BoroPlus into ₹40,000-crore baby care market with ‘FromMaa’

Fast-moving consumer goods major Emami Limited announced its entry into the rapidly expanding baby care sector today, rolling out a specialised sub-brand under its flagship skincare label, BoroPlus. Branded as "BoroPlus FromMaa," the move marks a key strategic diversification for the Kolkata-headquartered company as it targets India's domestic baby care market, which is currently valued at over ₹40,000 crore.

The strategic pivot comes as consumer goods firms increasingly tap into specialised and premium personal care segments. Industry data indicates that the baby care category is experiencing rapid growth, largely driven by younger, more discerning parents who actively prioritise natural formulations, ingredient transparency, and medical validations over generic nursery staples. Consequently, established heritage brands are re-evaluating their portfolios to capture this shift in household spending.

Leveraging heritage in a crowded segment

To establish a foothold in this competitive landscape, Emami has designed the FromMaa portfolio around traditional nourishing elements combined with clinical backing. The initial rollout includes seven distinct products: baby lotion, baby cream, baby soap, baby shampoo, baby massage oil, baby powder, and baby diaper rash cream. Formulations incorporate ingredients such as Mamra almonds, Kashmiri kesar, and milk protein, while carrying pediatrician approvals and dermatologist certifications to meet contemporary safety benchmarks.

Emami management highlighted that the brand extension is intended to bridge traditional maternal care practices with rigorous modern product credentials.

"The name 'FromMaa' captures a sentiment that transcends generations," said Priti A. Sureka, director at Emami Limited. "Through BoroPlus FromMaa, we wanted to create a range that reflects what mothers have always stood for—care, protection and nurturing—while meeting the expectations of today's parents for quality contemporary formulations, premium natural ingredients and trusted credentials. BoroPlus has earned the trust of Indian families over decades, and with FromMaa, we are delighted to extend that legacy to the baby-care category."

The new lineup will debut primarily across major e-commerce platforms, offering multiple packaging formats and price tiers. This digital-first distribution approach allows the company to engage directly with urban, internet-first consumers who frequently make baby care purchases online.

The launch aligns with Emami’s broader long-term strategy of diversifying beyond its legacy mainstays into high-margin consumer niches. The company had reported consolidated revenue from operations of ₹1,039.21 crore for the first quarter ended June 30, 2026, marking a 14.95% year-on-year increase, while consolidated net profit stood at ₹138.94 crore. Over recent years, the firm has also pursued targeted acquisitions and strategic stakes in newer direct-to-consumer entities, including Brillare, The Man Company, Alofrut, and IncNut.