Emami’s skincare brand BoroPlus has expanded into the baby-care category with the launch of FromMaa, a new range aimed at capturing a share of India’s fast-growing baby-care market. The segment, currently valued at over Rs 40,000 crore, has been witnessing steady growth, prompting the company’s move into the space.
Priti A Sureka, director at Emami, said the name FromMaa was chosen to reflect a sentiment that carries across generations, one rooted in the care, protection and nurturing that mothers have always represented. She added that the range is designed to blend that emotional legacy with contemporary formulations, premium natural ingredients and credentials that today’s parents look for when choosing baby-care products.
Sureka noted that BoroPlus has built decades of trust with Indian families through its skincare portfolio, and the brand sees the FromMaa launch as a natural extension of that legacy into a new category. The move positions BoroPlus to compete in a market segment that has traditionally been dominated by dedicated baby-care players, banking on the brand’s existing credibility to ease its entry.
The FromMaa range will roll out across e-commerce platforms, available in multiple pack sizes and formats to cater to different consumer needs and price points. The expansion reflects a broader trend of established FMCG and skincare brands diversifying into adjacent categories to tap new growth avenues, particularly in segments like baby care where demand continues to rise alongside increasing parental spending on premium, trust-backed products.
