Emami has expanded its flagship skincare brand BoroPlus into the fast-growing baby-care segment with the launch of FromMaa, marking a strategic diversification into one of India's most promising FMCG categories. According to the company, India's baby-care market is valued at over ₹40,000 crore and continues to witness sustained growth, driven by increasing demand for premium, natural and safety-focused products.
A Strategic Brand Extension into a High-Growth Category
The new range will be available across major e-commerce platforms in multiple pack sizes and formats, strengthening Emami's omnichannel presence. For marketers, FromMaa demonstrates how emotional storytelling, legacy brand equity and digital-first distribution can combine to capture India's rapidly evolving parenting market, where authenticity, safety and premiumisation are increasingly shaping consumer preferences.
Building Trust Through Emotional Branding
Priti A. Sureka, Director, Emami, said the name "FromMaa" represents the timeless values of care, protection and nurturing while aligning with the expectations of today's parents for premium formulations, natural ingredients and trusted quality. She added that BoroPlus has earned the confidence of Indian families over decades, and the extension into baby care aims to carry that legacy into a category where trust remains the strongest purchase driver.
The Last Word
The launch signals a growing FMCG trend of leveraging established heritage brands to enter adjacent premium categories.