India, Nov 03: Emami’s flagship personal care brand BoroPlus is expanding its presence in the skincare category with BoroPlus FromMaa, a dedicated baby care portfolio inspired by the age-old Indian tradition of nurturing babies through everyday care rituals. Rooted in the emotional bond between a mother and her child, the range brings together traditional ingredient associations and contemporary baby care needs across a comprehensive daily skincare routine.
In Indian households, caring for a baby has long been shaped by practices passed down through generations, from oil massages before a bath to gentle cleansing and moisturisation afterwards. BoroPlus FromMaa draws inspiration from these familiar rituals, translating them into a portfolio designed to address different stages of a baby's daily care routine while building on the trust and familiarity associated with the BoroPlus brand.
Commenting on the launch, Ms. Priti A. Sureka, Director, Emami Limited, said:
"The name 'FromMaa' captures a sentiment that transcends generations. Through BoroPlus FromMaa, we wanted to create a range that reflects what mothers have always stood for — care, protection and nurturing — while meeting the expectations of today's parents for quality contemporary formulations, premium natural ingredients and trusted credentials. BoroPlus has earned the trust of Indian families over decades, and with FromMaa, we are delighted to extend that legacy to the baby-care category."
The portfolio comprises seven products: Nourishing Baby Massage Oil, Gentle Baby Soap, Gentle Baby Shampoo, Nourishing Baby Lotion, Super Soft Baby Cream, Triple Action Baby Diaper Rash Cream and Soothing Baby Powder. Collectively, the range covers pre-bath massage, bathing, post-bath hydration and diaper-area care, offering parents a coordinated selection of everyday baby care essentials
"Baby care is one of the few categories where the consumer does forensic research before she buys — she reads the ingredient list, she searches for what's not in the product, and she asks her paediatrician , her mother, relatives and her friends," said Vikas Srivastava, AVP – Marketing, Skin Care, Emami Limited. "That is precisely the kind of scrutiny BoroPlus has thrived on. We have spent decades earning trust in Indian skincare on the back of protection and moisturisation, and gentle, herbal/Ayurvedic, do-good products with no-nasties . With FromMaa, we have gone product by product and asked a harder question — what is the single formulation gap in this format, and can we close it measurably? That is why the range leads with credentials rather than claims."
The formulations feature ingredients associated with traditional Indian personal care practices, including almond oil, sesame oil, coconut oil, milk proteins, aloe vera and Kashmiri saffron. The portfolio also includes a diaper rash cream featuring zinc oxide alongside selected botanical ingredients. This ingredient-led approach brings familiar elements of Indian care traditions into a modern product portfolio, reflecting the continued relevance of these practices in contemporary parenting.
The introduction of BoroPlus FromMaa represents an extension of the brand's presence in skincare into the baby care category. While BoroPlus has built its identity around skin protection and care, the new portfolio brings that association into the everyday routines through which parents nurture and care for their children.
With BoroPlus FromMaa, the brand seeks to connect the familiarity of traditional maternal care with the evolving needs of modern families. The portfolio brings multiple baby care essentials together under one umbrella, reinforcing the idea that caring for a baby is not defined by a single product or moment, but by the everyday rituals, attention and affection that accompany early childhood.
