Biotique inks pact with Disney India; forays into new categories

In a never-before alliance, Disney characters and Ayurveda have landed on same platform with Biotique inking pact with Disney India.

Foraying into new product categories, herbal and organic beauty products maker Biotique has announced partnership with Disney India to bring the entertainment major’s characters into the Baby and Kids range.

Operating in the personal care industry for over 20 years, the brand brings together a combination of time-tested Ayurvedic products with Disney’s timeless menu of great stories and compelling characters to launch a special range for kids and babies.

Talking about this association, Vinita Jain, Chairperson & Managing Director, Biotique said, “It has always been our focus to develop the best products with natural Ayurvedic ingredients. 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 consumer.”

“We are thrilled to collaborate with Disney India for our kids and baby range and our aim is to bring together the best of both brands -- Biotique’s expertise in the skin & hair care segment and the emotional connect kids and families share with Disney, through their great stories, wonderful characters and engaging products,” Jain added.

Speaking on the occasion, Abhishek Maheshwari, VP & Head, Consumer Products, Disney India said, “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.”

The Baby girl and Kid girl range of products are inspired by the Disney Princesses -- Cinderella, Rapunzel and Snow White. The Baby boy range will feature Mickey & Friends and the Kid boy range will have Disney•Pixar Cars.

Priced between Rs 55 to Rs 280, the Baby Biotique range comprises of Nourishing Soap and Lotions, Powder, Shampoo, Massage Oil and Body Wass, Lip Balm. Also, the group has set plans to invest Rs 450 crore on opening dozens of exclusive stores and brand building to benefit from the rising demand for cosmetics in the country.

Touting herbal as the new phenomenon in the cosmetics business in India, Jain said, “In the current fiscal we are going to expand our presence in the market."

Her company plans to invest Rs 450 crore on growing its business, out of which Rs 200 crore will be spent on marketing and setting up its second manufacturing plant. The company is looking to grow its exclusive outlets from two at present to 40 this year. It will also focus to increasing its online presence.

Biotique is a privately held, internally funded and a zero-debt cash-rich company.

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