BoroPlus, the skincare brand from FMCG firm Emami, announced the launch of a new baby-care range called 'FromMaa' on Tuesday, September 8, 2026. According to reports from ZeeBiz, the range includes seven distinct products: baby lotion, baby cream, baby soap, baby shampoo, baby massage oil, baby powder, and baby diaper rash cream. The products are enriched with premium natural ingredients including mamra almonds, Kashmiri kesar, and milk protein, and every product is paediatrician approved and dermatologist tested formulated without parabens or phthalates. The launch represents a strategic expansion into India's growing baby-care market segment, with the new lineup debuting primarily across major e-commerce platforms offering multiple packaging formats and price tiers. This digital-first distribution approach allows the company to engage directly with urban, internet-first consumers who frequently make baby care purchases online.
The launch comes at a time when India's baby-care market, estimated at over ₹40,000 crore by Mordor Intelligence, is witnessing robust growth, as reported by ZeeBiz. Industry data indicates that the baby care category is experiencing rapid growth, largely driven by younger, more discerning parents who actively prioritise natural formulations, ingredient transparency, and medical validations over generic nursery staples. India adds roughly 2.5 crore newborns every year, and with a typical baby care user active from birth to age three, the live consumer base is close to 7.5 crore households. This strategic pivot comes as consumer goods firms increasingly tap into specialised and premium personal care segments, with established heritage brands re-evaluating their portfolios to capture this shift in household spending. The timing appears strategic given the positive growth trajectory of the overall baby-care market, with parents becoming more selective and driving demand for premium, natural and expert-backed baby-care products.
The FromMaa portfolio includes seven distinct products: baby lotion, baby cream, baby soap, baby shampoo, baby massage oil, baby powder, and baby diaper rash cream. According to ZeeBiz, all 'BoroPlus FromMaa' products are paediatrician-approved and dermatologist-tested, incorporating ingredients such as Mamra almonds, Kashmiri kesar, and milk protein. The range offers natural, clinically backed products like baby lotion, shampoo, soap and diaper rash cream, targeting modern parents seeking trusted, premium baby skincare. The brand extension is intended to bridge traditional maternal care practices with rigorous modern product credentials. MRPs range from ₹70 for a 75 g baby soap to ₹580 for a 500 ml baby massage oil, and larger packs across lotion, shampoo and massage oil come with pump dispensers for one-handed use during bath or massage routines.
Priti A Sureka, Director, Emami Limited, explained that the name 'FromMaa' captures a sentiment that transcends generations. She stated that through BoroPlus FromMaa, the company wanted to create a range that reflects what mothers have always stood for — care, protection and nurturing — while meeting the expectations of today's parents for quality contemporary formulations, premium natural ingredients and trusted credentials. The launch extends BoroPlus's legacy to the baby-care category, leveraging the brand's decades of trust among Indian families. 'BoroPlus has earned the trust of Indian families over decades, and with FromMaa, we are delighted to extend that legacy to the baby-care category,' Sureka noted. 'BoroPlus is India's No. 1 antiseptic cream brand, with an established consumer association with protection, moisturisation and Ayurvedic credentials,' she added. This strategic pivot marks a key diversification for the Kolkata-headquartered company as it targets India's domestic baby care market, aligning with Emami's broader long-term strategy of diversifying beyond its legacy mainstays into high-margin consumer niches.
The launch positions Emami to compete directly with established players in India's baby-care market, including Johnson's Baby, Himalaya, and Mamaearth. According to The Economic Times, Johnson's Baby remains one of the largest players in India's baby and child-specific products market, followed by Himalaya. The category has also created room for newer brands such as Mamaearth, which began as a digital-first personal-care startup before building a wider retail presence under its parent, Honasa Consumer. Rediff Money reports that Emami's earlier attempt in baby care was with the 'Sona Chandi Healthy and Fair' massage oil, launched around 2006-07 (under the Himani range), but it was discontinued. This revival comes as Indian parents spend about ₹6,800 a year on baby care on average, nearly a third of household and grocery spending, according to a report by market researcher Numerator, with most parents choosing higher-end products during the first two years of parenting. BoroPlus is entering the mass and mass-prestige baby personal care segment, valued at approximately ₹4,000 crore and growing 13–15 per cent annually, as reported by ZeeBiz.
