Nivea to focus on Indian urban market distribution

Germany-based Beiersdorf’s wholly-owned skincare products arm Nivea is focusing on improving its product distribution in fast moving Indian markets to make a mark in urban-markets.

The skincare major said in order to boost brand visibility, it plans to increase contract manufacturing, thereby catering to the growing skincare products demand.

Nivea India said that the brand is currently focusing on routine consumer parks for average urban customers and will also introduce smaller packs of Nivea Crème and Nivea Soft, which will be launched on a bigger scale in winter.

Nivea India managing director Rakshit Hargave said that the brand is going to focus on top 75 towns in the country with a premium pricing model.

"At present, we have the challenge of improving our distribution to ensure that our brand gets enough stocks and merchandise visibility," added Hargave.

The firm said that it also has debuted in the $19m Indian suncare market, with Nivea Sun whose price ranges from $3.7-$7.5.

Nivea Sun products will be available in eight major cities to start with, which will be rolled out in 35 cities in the next six months.