RAL Consumer Products has an in-house brand called ‘Tiffy & Toffee’ in the childcare segment which offers an extensive array of products such as Strollers, Prams, Carriers, Rockers, Mats, Play Gyms, Wipes, etc. The company has made its name amongst India’s leading FMCG, Solar, Portable Energy and Child Care companies. Aditya Agarwal, Business Head at RAL Consumer Products Ltd. shares details on Tiffy & Toffee, the market presence of the company and the competitive marketing strategy of the company in a detailed exclusive interaction with Mommy & Baby Times (MBT).
October 03, 2019
MBT: Kindly brief us up about the business journey of RAL Consumer Products.
Aditya Agarwal: RAL Consumer Products was started in 1973, and in the 47 years of its business journey, the company has made its mark as a leading name in the FMCG-Childcare & Solar, Portable Energy. We are associated with brands such as Mitva, Nippo, Philips AVENT, Panasonic, Mothercare, Feelfree, Fisher-Price, and Purple Turtle and we have an in-house brand called ‘Tiffy & Toffee’. Tiffy & Toffee is a childcare brand which offers a wide assortment of products that are safe, high-quality and efficient. We had started this brand in 2016 and it has a wide range of products that encompasses Strollers, Cot & Cradle, Carriers, Tricycle, Walker, Baby Cleanser, Baby Detergent & Baby Wipes, etc. We understand what the kids of today’s times need and parents seek for their children. We focus on Smart, Safe, and Innovative Products at affordable prices for all ages from 0-5.
“Our presence is there in almost all the mother and baby stores as well as retail chain stores and we have coverage in more than 3000 stores across the nation.”
MBT: Where do you see the large scale of the business coming from?
AA: For the most part, the profitability usually comes from the private label or the in-house brand that we have. I would also like to mention the fact that from the outset, our approach and strategy has been to associate with well- known brand names as it aids us in getting an entry point into the retail market, which enables us in creating the private label. As a matter of fact, for Tiffy & Toffee, the offline sales are relatively the substantial segment from where the revenues are generated.
MBT: Could you please outline on the market presence in India in different zones?
AA: Well, speaking of the specifics in terms of the zonal division, we have a strong reach in West, North and South zones; however, our presence in the Eastern part is still in the initial stage. Nevertheless, the presence of RAL Consumer Products in the Indian market is assuredly extensive, specifically in the metropolitan cities. Our presence is there in almost all the mother and baby stores as well as retail chain stores and we have coverage in more than 3000 stores across the nation.
MBT: In your own private label- Tiffy & Toffee, kindly elaborate on the product categories of the brand.
AA: Our business venture was started in 2016, and we began with the online business before we commenced our offline business operations. At present, most of our product range constitutes of hard good products such as prams, strollers, cot, walkers, etc. We have also introduced a range of high-quality reasonably priced baby wipes which is alcohol-free & paraben-free. The starting point for us to decide on a product category generally begins from examining the potential associated with that category. Also, our planning and expertise enable us to understand the market and the potential for growth of product categories.
“There are several product launches in the offing that we will introduce one at a time in a thoughtful approach.”
MBT: Is there any future plans that you might like to talk about?
AA: We are gradually planning to introduce a range of different product ranges such as walkers, baby carriers, rockers, bouncers, highchairs, diaper bags /mama’s bags and more to our range. So, there are several product launches in the offing that we will introduce one at a time in a thoughtful approach.
MBT: What are your views on the Mommy & Baby Fair 2019 exhibition?
AA: Mommy & Baby Fair allowed representing the industry and we understand the importance of participation in this exhibition for the development of the industry. And although this was organized for the first time, it was a big success and I am sure that it will grow even more in the coming years.