Soon to foray into kid’s personal care products space, unveils official licensee of Chhota Bheem

Niharika Verma
Niharika Verma Sep 29 2017 - 4 min read
Soon to foray into kid’s personal care products space, unveils official licensee of Chhota Bheem
Pioneer of Kid’s oral care products and licensee of Chhota Bheem, Novateor Research Laboratories Pvt Ltd have elaborate plans to tap kid’s personal care product space with its innovative Chhota Bheem range soon.

Established in the year 2011, Novateor Research Laboratories Pvt Ltd is a reputed R&D firm, manufacturing Teeth Whitening Strips while it’s other wholly own subsidiary Novateor Sales & Marketing Pvt Ltd is a well known manufacturer, importer and exporter of high quality Toothpaste, Brush and other dental care products.

Significantly, Novateor Sales & Marketing is associated with Green Gold Animation Pvt Ltd, the official licensor of Chhota Bheem animation character, with an aim to inspire kids to improve oral health by opting healthy practice of brushing teeth twice a day.

In an exclusive conversation with Wellness India, Navdeep Mehta, Director, Novateor Sales & Marketing Pvt Ltd & Novateor Research Laboratories Pvt Ltd disclosed his views over how wellness products gets noticed with the touch of licensing of renowned animation characters and gain consumers’ attention in a big way. He also shared his elaborate plans to launch Chhota Bheem personal care products in to the wellness space soon.

About the products range
Our offered products include Kid Toothbrush, Angry Kid Toothbrush, DentoshineTM Teeth Whitening Strips and DentoshineTM Gel Tooth Paste for Kids with Chhota Bheem, DentoshineTM Tooth Brush for Kids with Chhota Bheem, DentoshineTM Tooth Brush for Adults; DentoshineTM Battery Operated (motorized) Tooth Brush with Chhota Bheem and many more. The offered tooth pastes are available in three different flavors that include Mango Flavor, Bubble Gum Flavor and Strawberry Flavor. These pastes are praised for a huge number of customers for the striking features such as outstanding result in less time, protection against cavities, removal of bad breath, effective cleaning, refreshing taste and long shelf life.

Market response so far
As we know personal and oral care category (specially for kids) is nearly unexplored in India. Indian market is gearing up to accept new range of Kids' wellness products.  With a vision to encourage kids for better oral care and personal care, we have developed innovative products with kids' favourite cartoon characters.  So far, we have received very good response from each and every region where we launched our product.

Traction gaining from the region
Demand is not region specific. Most of the developed state (or metro cities) where average family income is comparatively higher and can generate higher demands for the products in this particular category. In India, I believe, awareness for importance of kids' specific personal care products is increasing day by day considering the fact that kids need slightly milder products compared to adults.

Pricing & promotional strategy
Help me understanding you business of Chhota Bheem Dental care line, precisely. - In India, a simple rule of thumb is, no matter how best your product is, you have to have very reasonable price to attract consumers along with very good quality and packaging. Chhota Bheem is almost like a family member of each and every house hold (with Kids) in India irrespective of financial status of household.  Specifically we made sure to deliver innovative and best quality products at very economic and competitive price for the products to attract consumers (in our case - Kids and Moms) from each background. We try to reach directly to Moms and Kids for promotion of our products.  Mom knows importance of encouragement of kids to do brush in the morning and generation K is becoming very decisive about what is being bought for them.

Challenges faced
Creating awareness was and still is a major challenge. We make sure to delivery very high quality product to attract repeat buyers. Marketing is the key in this category of business. Business growth totally depends upon how fast you and your product's advertisement or sample reaches to the kids and Moms.

Roadmap ahead
We are coming up with a huge basket of innovative and exciting products that will increase our customer base by several multiples catering not only for kids Oral Care products but personal care as well.

Strategic terms of licensing deal:
     a) Duration of the license: Usually, it’s ranged between 2 to 5 years, based on the licensing company and licensor.
     b) Price point: There is usually a Minimum Guaranteed (MG) amount for certain value of sales and then X% of royalty over and above Minimum Guaranteed amount. This MG and percent value varies based on popularity of the cartoon character.
     c) Quality Check by the licenser: Of course, they will make sure that licenser develops and delivers quality product that will not compromise on the character's brand value.
     d) Product marketing: It depends on the negotiation at the time of contract.


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