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Svenska Cellulose Aktiebolaget Eyes India’s Baby Care Market

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Svenska Cellulose Aktiebolaget (SCA) has introduced Tempo hand tissues in the Indian market, and to further tap the growing potential in India’s baby care market, it has launched Libero range of baby oil, wet wipes, and diapers that have been customised for Indian consumers. In the B2B segment, the company has launched its Tork brand of Away-From-Home (AFH) toilet tissues, handwipes, napkins, wipers, and various hygiene dispensing systems for the cleaning industry, hotels and offices. Points out , Managing Director – SCA India, “The baby care market in India is roughly Rs 4,000 cr, out of which, the diaper market is about 50 to 55 percent; the remaining constitutes baby toiletries. The tissue market is around Rs 500 cr, out of which, close to 75 percent is largely institutional.”

SCA’s India journey began in 2008 when it joined hands with (GCPL). Though the partnership was dissolved in 2009, the company continued to be confident of reaching out to the Indian audience. Cecilia Edebo was entrusted by the company to study the Indian market in depth (taking into account the country’s regional specifics and preferences, of its target audiences) prior to its second launch – this time so its own. The company planned to launch Tempo, Tork and Libero for which it decided to set up a greenfield manufacturing facility at Ranjangaon MIDC near Pune with an investment of Rs 145 crore. The factory is slated to be fully operational by 2015.
What would give SCA an edge above competitors in the baby care segment is its comprehensive range. Where is the most recalled name for baby oil and bathing soap in the country, when we talk of diapers, the major players would be with Pampers; with Huggies; and Unicham with Mamy Poko Pants. Besides these three, there are no other known names in the market. Taking advantage of this gap, SCA has chalked out a plan to offer an entire bouquet of products; in fact, it has taken an extra step by connecting with expecting mothers during their pregnancy stage with various apps that they can download on their mobile/tablets.
In September 2013, the company officially launched Tempo and Libero in India. Present across all online channels that deal with baby care products, Libero is well spread across the Western region. It will soon be seen hitting shelves across other cities and towns. The brand has launched 5 ml sachets of baby wash, baby lotion and baby oil as trail packs for consumers.
SCA is a global leader in consumer tissue and Away-From-Home (AFH) tissue. It caters to hospitals, large offices and workplaces, restaurants and hotels, for whicSvenska Cellulose Aktiebolaget (SCA) has introduced Tempo hand tissues in the Indian market, and to further tap the growing potential in India’s baby care market, it has launched Libero range of baby oil, wet wipes, and diapers that have been customised for Indian consumers. In the B2B segment, the company has launched its Tork brand of Away-From-Home (AFH) toilet tissues, handwipes, napkins, wipers, and various hygiene dispensing systems for the cleaning industry, hotels and offices. Points out Milind Pingle, Managing Director – SCA India, “The baby care market in India is roughly Rs 4,000 cr, out of which, the diaper market is about 50 to 55 percent; the remaining constitutes baby toiletries. The tissue market is around Rs 500 cr, out of which, close to 75 percent is largely institutional.”
SCA’s India journey began in 2008 when it joined hands with Godrej Consumer Products Ltd (GCPL). Though the partnership was dissolved in 2009, the company continued to be confident of reaching out to the Indian audience. Cecilia Edebo was entrusted by the company to study the Indian market in depth (taking into account the country’s regional specifics and preferences, of its target audiences) prior to its second launch – this time so its own. The company planned to launch Tempo, Tork and Libero for which it decided to set up a greenfield manufacturing facility at Ranjangaon MIDC near Pune with an investment of Rs 145 crore. The factory is slated to be fully operational by 2015.
What would give SCA an edge above competitors in the baby care segment is its comprehensive range. Where Johnson & Johnson is the most recalled name for baby oil and bathing soap in the country, when we talk of diapers, the major players would be Procter & Gamble with Pampers; Kimberly Clarke with Huggies; and Unicham with Mamy Poko Pants. Besides these three, there are no other known names in the market. Taking advantage of this gap, SCA has chalked out a plan to offer an entire bouquet of products; in fact, it has taken an extra step by connecting with expecting mothers during their pregnancy stage with various apps that they can download on their mobile/tablets.
In September 2013, the company officially launched Tempo and Libero in India. Present across all online channels that deal with baby care products, Libero is well spread across the Western region. It will soon be seen hitting shelves across other cities and towns. The brand has launched 5 ml sachets of baby wash, baby lotion and baby oil as trail packs for consumers.
SCA is a global leader in consumer tissue and Away-From-Home (AFH) tissue. It caters to hospitals, large offices and workplaces, restaurants and hotels, for which it develops and markets a complete range of washroom products that include paper towels, toilet rolls, facial tissues, soaps, and tissue rolls, and the functional easy-to-use Tork dispensers. The company has taken the distributor model to cover the vast Indian market, operating from Mumbai and later expanding to other metros and tier 1 cities.
Tempo tissues will be available as box tissues, pocket handkerchiefs, wet wipes, and hand sanitisers.
The company has introduced pocket-size sanitisers and in sachets that are easy to carry and use – again a first for the company, especially for a new market. To reach out to the target audience, SCA has tied up with leading coffee chain where each guest at the café would be given a pack of Tempo pocket tissues and Tempo sachet sanitiser free as a trial pack. The same campaign is being replicated at various cinema chains as well.
SCA, a leading global hygiene and forest products company, develops and produces sustainable personal care, tissue and forest products, with sales conducted in about 100 countries under many brands such as Tena, Tork, Lotus, Libresse, Tempo and Libero.h it develops and markets a complete range of washroom products that include paper towels, toilet rolls, facial tissues, soaps, and tissue rolls, and the functional easy-to-use Tork dispensers. The company has taken the distributor model to cover the vast Indian market, operating from Mumbai and later expanding to other metros and tier 1 cities.
Tempo tissues will be available as box tissues, pocket handkerchiefs, wet wipes, and hand sanitisers.
The company has introduced pocket-size sanitisers and in sachets that are easy to carry and use – again a first for the company, especially for a new market. To reach out to the target audience, SCA has tied up with leading coffee chain Café Coffee Day where each guest at the café would be given a pack of Tempo pocket tissues and Tempo sachet sanitiser free as a trial pack. The same campaign is being replicated at various cinema chains as well.
SCA, a leading global hygiene and forest products company, develops and produces sustainable personal care, tissue and forest products, with sales conducted in about 100 countries under many brands such as Tena, Tork, Lotus, Libresse, Tempo and Libero.