Big challenge for Little's

Taking on a trusted market leader and well-entrenched regional players will not be easy for the brand. On the other hand, Little's has a range that can give competitors a run for their money

In a mature market, shorn of anything new to say, everything comes down to trust and how deep the pockets of a brand are, and the emotional connection it has with consumers. That's where market leaders traditionally have the upper hand, having built up consumer trust through the sheer duration of their presence and share of voice.

But with the playing field becoming level, thanks to quality and innovation, and with consumer pre-disposition to the possibility of saving money, one can see sales shifting to challenger brands in a host of categories. Micromax in the mobile handset market in India is a shining example. Little's, from the Piramal Enterprises stable, is hoping to write a similar story in the baby care market. The only difference in this story: the brand has been in existence well over two decades but has been below the radar so to speak with very little advertising to showcase its range or prop up the brand name.

Acquired by Piramal in 2015, the brand has just launched an aggressive television campaign that centres on young parents sharing moments of fun and bliss with their young ones. Conceptualised by McCann Worldgroup, the campaign demonstrates how the brand Little's, through its wide range of baby care offerings, plays the role of a constant companion in a young woman's journey to and through motherhood.

There's no escaping it, parents are drawn to imagery of cute babies. So there is no dearth of cute babies in the Little's ad. But the accent seems to be on the range on offer. "Little's comes with a strong heritage and brand equity. It's known for its quality products and this is what attracted us to the brand. With the campaign the aim is to make Little's a pan-India brand through Piramal's 350,000 strong retail and distribution network across the country," says Kedar Rajadnye, chief operating officer and president, consumer products division, Piramal Enterprises.

Industry estimates put the baby care market in India at Rs 3,000-Rs 4,000 crore. Little's is up against stiff competition from Johnson and Johnson, Himalaya Baby Care, Mom & Me (renamed as Babyoye by Mahindra following an acquisition in 2015) among others.

Rajadnye says that apart from a few big national and international premium brands, the child care segment in the country is highly fragmented and is dominated by regional brands. The challenge, therefore, is to crack this unbranded market. He is confident that Little's emphasis on quality and affordable pricing will help the brand claim a larger share of the baby care market. The brand is also banking on its wide range of more than 100 products - including feeding bottles, personal care and grooming accessories, apparels, toys, bath and toilet accessories - to capture a larger market share. Its products are priced between Rs 20 and Rs 2,000.

Pakhie Saxena, associate vice-president, retail and consumer products division, Technopak Advisors, warns that baby care is a challenging category to be in. Mothers are sensitive about products they use for their children. So, companies have to be spot on in terms of quality and safety of their products.

Product differentiation will be another big challenge for Little's. Pradyumna Chauhan, national creative director, McCann Mumbai, says, "We are fortunate to a have a product name Little's, which resonates so well with the category. This made it easier for us to use the word in the jingle and come up with the idea that there are a number of 'little' or small things that come together to transform a woman into a mother."

Success will also depend on the retail experience the brand is able to offer. Sums up Technopak's Saxena, "Success in the child care and kids' space has more to do with cracking the right retail format than just getting the product range right."

Brand: Little's
Budget: Rs 15 crore
Agency: McCann World Group