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Johnson & Johnson Ltd continued to dominate baby care in 2009, with a 72% share of value sales. The company benefits from being seen as a medical and OTC manufacturing firm with stringent quality standards and scientific know-how. It has continuously expanded and updated its range over the review period, providing mothers with products in various formats, price ranges and sizes.

While the shares of leading players such as Johnson & Johnson Ltd and Dabur India Ltd remained steady in 2008 and 2009, emerging and nascent players such as Emami Ltd and Marico Ltd expanded their presence through new product launches and aggressive marketing.

While baby care is led by a considerable margin by a multinational player - Johnson & Johnson Ltd - domestic players expanded their presence towards the end of the review period. While Dabur India Ltd and Emami Ltd undertook aggressive pricing and pack size strategies to make their products more affordable to consumers, Marico Ltd grabbed first-mover advantage by being the first to market a comprehensive hair care range for pre-teenagers.

Emami Ltd entered in July 2009 with the launch of its Emami Healthy & Fair herbal baby care range consisting of baby soap, baby massage oil and baby talcum powder. The company hired a Bollywood actress for its commercials and its products were promoted with the tagline: "No bad chemicals, 100% Natural, 100% Safe". The company tried to differentiate its new brand in 2009 through TV and print adverts implying that other brands in India contained chemicals that are harmful for children's skin. As a result of this advertising campaign the company was sued by the Competition Appellate Tribunal for making unsubstantiated and misleading claims about brands such as Johnson's Baby in early 2010.

There were no packaging innovations of note in 2009.
Market is dominated by standard brands such as Johnson's and Dabur Lal Tail in India. Premium products contributed less than 1% of overall baby care value sales in 2009. While premium market was dominated by direct seller Oriflame India Pvt Ltd in 2009, the presence of premium imported brands in store-based retail channels increased towards the end of the review period with the launch of The Body Shop Buriti Baby and the increased availability of imported brands such as Chicco Dermo Solution in upmarket outlets.

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