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Biotique forays into baby and kids range with Disney

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Biotique, one of the leading players in ayurvedic personal care category, has entered into a character based licensing arrangement with Disney India to mark its foray into baby and kids range.
“The Indian baby care sector which is still in a nascent stage is expected to enter a growth phase owing to the change in the spending patterns of the Indian consumers,” Chairperson and Managing Director, Biotique, Vinita Jain says.
“Disney characters are well appreciated by the audiences worldwide. We as a brand will resonate with Diney. We aim to bring together the best of both brands — Biotique’s expertise in the skin and hair care segment and the emotional connect kids and families share with Disney, through their great stories, wonderful characters and engaging products,” she adds.
The baby girl/boy and kids girl/boy range includes nourishing soaps and lotions, powder, shampoo, massage oil and body wash. The price range of the products starts at Rs 55 and goes up to Rs 280.
Speaking on the partnership VP and Head, Consumer Products, Abhishek Maheshwari, Disney India, says, “Disney is a brand that parents trust and kids enjoy. At Disney, we constantly look at bringing newer products to consumers as a natural extension to our stories and characters, giving kids and families an opportunity to relive their magical moments. Biotique’s expertise in the personal care market gave us the confidence to launch a range of kids and baby care products with them.”
A pioneer in the personal care industry for over 20 years, Biotique retail through two stand alone stores located in New Delhi and an e-commerce portal. For current fiscal, the company aims to open 40 stores. “We are aiming for 40 new stores pan India this fiscal. These stores will be company operated as we are not looking for franchises as of now,” says Jain. The brand is especially focusing on South and North India for this expansion.
The product portfolio of the brand features 200 SKUs. The products are also outsourced to 22 international locations.
In addition to baby and kids range, Biotique recently also launched ‘Biotique Advanced’ a result of advanced skin research with a precise blend of 100 per cent natural botanicals and biologically advanced ingredients essential to healthy skin life. The range comprises of 21 products, naturally therapeutic treatments for skin of any type, at every age.

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