In Sectors

Nivea turns to small cities in India

As the Nivea brand enters its centennial year, its Indian operations will be strengthened with its making new inroads into distribution in the tier-two and three cities. After becoming a 100 percent subsidiary of the Germany-based Beiersdorf AG, the brand is yet to reap profits in the country, and is now looking at ways to take its brand to smaller towns and cities.

Having captured the modern trade outlets, the challenge for Nivea is to reach out to more general trade outlets, apart from building brand saliency in the INR4,000-crore (INR40 billion, USD905.8 million) skin care market already dominated by stalwarts such as Hindustan Unilever and Garnier.

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