FMCG company Marico has announced the launch of its baby massage oil brand ‘Sparsh’ across South markets, following its successful run in Andhra Pradesh. The brand was launched in Andhra Pradesh in September 2005. The brand had added actress Simran’s appeal to its marketing arsenal, and the endorsement will also be extended across the South.
Simran, who herself became a mother recently, along with R Chandraseker, Category Head, Marico Ltd, unveiled the baby oil at a press interaction in Chennai on February 21.
“Our understanding of today’s mothers show that they want the best of both worlds – traditional do-good products in modern easy-to-use formats. We are offering Sparsh, enriched with time tested natural ingredients like tulsi and turmeric. Sparsh’s test market in Andhra Pradesh has been very successful and this has further strengthened our belief in this brand. Hence, our rollout in rest of South India,” said Chandraseker.
Since its launch, Sparsh claims to have notched up a share of 11 per cent in the Andhra market. According to Chandraseker, the market size for baby massage oils in India was estimated to be in excess of Rs. 85 crore, and for baby care products, it was set in the region of Rs 300 crore. Several national players, including Johnson & Johnson, Dabur, Himalaya and Wipro, dominated the baby oil segment, he added, but was optimistic of Sparsh carving its own share of the pie in due course.
A TVC to promote the brand is scheduled to commence in Tamil Nadu in March 2006, and will feature Simran. The product has been launched in packs of 100 ml and 50 ml, priced at Rs 61 and Rs 33, respectively. Besides the natural goodness of tulsi and turmeric, Sparsh also contains coconut oil and vitamins D and E.