Hindustan Unilever’s Dove marque is set to launch a line of baby care products onto the Indian market ‘in the next few months’, according to a report published by The India Times.

The FMCG giant is planning to go head-to-head with current market leader Johnson & Johnson for a share of the Rs4,000 crore market. “Several of these products will directly compete with Johnson & Johnson and will be J&J’s first serious competition in the country,” a source close to the companies told The India Times.

The Indian baby care market offers huge potential for personal care manufacturers, with an estimated 26 million births per year. At present, penetration is low but, as disposable incomes rise, this is expected to change. “India is under-branded in the baby care category despite high potential and birth rates,” Devendra Chawla, President FMCG and brands at Future Group told The India Times. “There has been a low level of innovation and product introductions too.”

Dove currently sells its baby care line in Brazil and Canada.