Piramal Enterprises acquires baby-care brand Little's

Mumbai: Piramal Enterprises Consumer Products Division on Friday announced it has acquired baby-care brand "Little's" for an undisclosed amount.

Launched in India in 1980, Little's is present across a wide range of products including baby feeding bottles, baby skin-care, baby grooming accessories, baby apparels and baby toys.

The brand is currently available across 25,000 outlets in India and has been growing at a CAGR of 30 percent over the past few years, the company said in a statement.

According to independent research firm KEN research, the brand operates in the Rs 1,000 crore non-food baby-care category, which is growing at 13 percent.

"We started in 2009 as an independent player and ranked 40th in the over-the-counter (OTC) category in India. Over the last 6 years, the business has grown rapidly at 24 percent and is now ranked 7th amongst all OTC companies in India," Kedar Rajadnye, chief operating officer, Piramal Enterprises - Consumer Products Division said.

"We have built a portfolio of strong brands and our brands like Saridon, i-Pill, Lacto Calamine, Polycrol, Tetmosol and Caladryl have a strong consumer franchise leading in their categories," he added.

In line with the company strategy, they aim to be among the top three players in the OTC market by 2020 and believe that Little's will help achieve this goal.

Currently, the company caters to the 5-10 age groups through the Jungle Magic brand. With this acquisition, they will have an offering for babies in the 0-4 age group.

Little's will leverage the distribution network of the Consumer Products Division, which currently covers towns that have a population of more than one lakh in India.