Tenderils into Maternity Wear + Baby Foods

Krauter group owned Tenderils brand which is mainly into manufacturing and marketing of herbal baby products is now expanding its portfolio to include maternity care and baby wear. Currently, Tenderil portfolio of products include teething gel, body wash, massage oil, bath oil, body lotion, nourishing cream, body talc and nappy rash cream.

Mr. Ajit Chauhan, Director Krauter said,

Herbal baby products are a rage in the West. However, in India it is yet to make splash. We are very bullish on the growth of this segment. We hope to launch atleast 150 products in the next 2 years.

The Rs 1,200 crore baby care products market is growing at the rate of 25%. Krauter retails its Tenderils brand through Spencer’s, Big Bazaar, Apollo Pharmacy, Lifestyle and Heritage Stores.

Delhi based 9Months and Pune Based Uzazi are the other retailers in the baby care and materinity segment of retailing in India.