Nivea to launch customised products to boost India sales

By

Maverick Martins

Published
Jul 17, 2019

Personal care Nivea India Pvt Ltd, an affiliate of German Beiersdorf AG, is looking to tweak its strategy in the Indian market for growth and will be launching customised products to boost sales going forward.
 

The company is currently in the process of mapping emerging trends based on which it will introduce products customised for tropical and dry weather with an aim to acquire new customers across the country.
 
Nivea feels that competing on the Indian market on price parameters alone is not enough to tap the huge potential that exists in the Indian personal care market, the Economic Times reported citing a senior official.

“Nivea plans to introduce in India products customised for tropical and dry weather instead of merely competing in the market on price parameters. We are constantly mapping emerging trends and the concept of healthy looking skin has in fact emerged from the consumers,” said Nivea’s India managing director Neil George.

“This is the aware and involved consumer who drives the consumption trends and behaviour in the country. We have focused our efforts to cater to these specific needs to encourage non-users to adopt Nivea,” he added.
 
Nivea has invested around Rs 350 crore ($50.4 million) so far to boost its production capacity in India and expected to invest another Rs 500 crore in the coming years.