Japan's Pigeon to quintuple Indian sales network
Baby products maker homes in on rising middle, upper classes
TOKYO -- Japan's Pigeon will expand its sales network for baby products in India, where consumers are spending more money on such items as the nation's income levels and population rise.
The company currently supplies products to 10,000 stores, but intends to quintuple that number to 50,000 in three years. Pigeon will sell high-quality infant items targeting the growing ranks of India's middle and upper classes.
The products are expensive -- one baby bottle sells for roughly 400 rupees ($6.20), more than triple the price of local offerings -- with Pigeon emphasizing quality. Products geared to the Indian market are mainly related to nursing, such as baby bottles and special dishwashing soap.
Few stores specialize in infant products, and baby bottles are found mainly in local pharmacies. Pigeon will focus on local retailers, expanding its network to cover all of India. The company also looks to improve online sales.
Pigeon formed its Indian subsidiary and began sales in 2009. A local factory was established in 2015, with sales reaching 600 million yen ($5.3 million) for the year ended Jan. 31. The Japanese company aims for sales of 1 billion yen after three years.