Aditya Birla Group forays into baby care segment

Company Brief

Mumbai, February 25, 2009

The Aditya Birla Group today announced its foray into the baby care segment in India, with the launch of Puretta™, 100% natural and biodegradable baby care wipes.

Introduced for the first time in India, the Puretta™ product portfolio includes Complete Cleaning Wipes, Germ Shield Wipes and Skin Nourishing Wipes. These wipes are safe for the baby’s delicate skin as they are alcohol free, hygienic, hypoallergenic and dermatologically tested. Since Puretta (meaning pure and diminutive) is made from Birla Cellulose™, a 100% natural and biodegradable fibre, it soothes the baby’s tender skin with its soft and nature-friendly properties.

Announcing the launch, Mr. Vijay Kaul, Chief Marketing Officer, Grasim Industries Limited, said: “Puretta™ is targeted at today’s mother, who opts for a contemporary and convenient lifestyle, without compromising on giving the best of nature’s care to her baby. With a range of wipes to choose from, she can protect and nourish her baby’s skin in an instant.”

Puretta™ is available in three distinct product variants. ‘Puretta™ Complete Cleaning Wipes’ can be used to clean the entire body, especially recommended for the nappy area to minimize chances of rash. The ‘Puretta™ Skin Nourishing Wipes’, with moisturizing properties, help keep the baby’s skin soft and nourished through the day. The ‘Puretta™ Germ Shield Wipes’ contain antiseptic properties to protect the baby from germs. Puretta™ is available in easy multi-use carry packs of 40 each, and is priced between Rs.90/- to 130/- per pack. It is available at all leading stores in the country, especially baby stores.

While the usage of baby wipes is growing in India, there is limited access to quality products at the right price points. Most of the products available today are imported, and are primarily regular wet wipes that do not serve the specific needs of baby care. Puretta fills this gap with its three distinct variants, aiming to satisfy the need of Smart Moms.

A part of the Consumer Products Division of the Aditya Birla Group, ‘Puretta™’ is the Group’s third offering in the hygienic, disposable wipes market, following the launch of Kara Skincare Wipes and Prim Home Care Wipes in 2008.

For further information, please contact:

Integrated Brand-Comm Pvt Ltd.

Priyanka Dhavan

Tel: 022 30488900

Email: priyanka@brand-comm.com