SCA sees ambitious growth in baby market

SCA Hygiene has recently entered India to tap Rs 4,000-crore baby diaper market. The Swedish firm sees immense potential in Indian Market. In a candid conversation, Cecilia Edebo, Vice President Consumer Goods SCA, India talks about India specific marketing strategies along with expansion plan

What made you foray into the Indian market?

India is one of the world’s largest markets with a growing population and GDP. This is why it is an obvious choice for any brand with global ambitions.

How much potential do you see in the current hygiene market in India?

Since our categories are on a very early stage of development, we believe the potential is great as people in India have developed both good living standards and awareness around hygiene. We believe SCA can contribute to India’s development in a positive way by driving hygiene awareness which brings improved health standards.

What revenue are you targeting for the initial years?

It is too early to share numbers at this stage, but our ambition is the same for India vis-a vis globally which is to acquirenumber one or two position in the categories we operate.

Which brands are you planning to launch in the first phase?

Tork for B2B hygiene is already in the market, whereas Libero baby care, Tempo consumer hygiene will be rolled-out end of this year.

What are your India specific marketing strategies? What is your estimated budget for the same?

SCA is prepared to invest behind its brand to create awareness & trial to drive preference, which we believe we can achieve through our unique and relevant positioning concepts developed specifically for the Indian market. You will have to wait until our launch conference on November 15^th for more details.

How many stores are you planning for the current fiscal?

We are planning   around 25,000 stores for the current fiscal.

Please share a few details on your distribution partners.

We are building a Greenfield distribution by partnering with distributors and wholesalers.