New Delhi, Sept. 18: Yoga guru Ramdev, who has set up the multi-crore Patanjali brand of ayurvedic products, plans to launch baby care items to take on multinationals.

The products, which include hair oil, massage oil, body lotion and body wash gel, will be out by December. The products are currently being test marketed in select markets, said officials.

"This segment has been dominated by Johnson & Johnson for a long time... we will put a break and eat into its market share," Ramdev said.

The baby care market in India is estimated at around Rs 4,000 crore, dominated by Johnson & Johnson (India) with a 74 per cent share, followed by Dabur India (9.9 per cent), according to a study by market research firm Euromonitor International.

This market is poised to grow at nearly 14 per cent annually over the coming years.

Many of the leading players have made ambitious projections on account of increased spending per child in India. Spending per child in the country is expected to go up to Rs 14,000 by 2020 from nearly Rs 7,000 now, according to market research reports.

Dairy plans

Ramdev plans to expand the dairy segment, which he entered with the launch of ghee.

"It is a very big sector with over Rs 2 lakh crore in the organised segment itself. We plan to introduce products such as milk, butter, paneer," Ramdev said.

The domestic milk market has been dominated by milk co-operatives such as Amul, Mahafed and NDDB, with multinationals such as Britannia, Danone and Nestle trying to chip in with their global brands.

Milk co-operatives in western India have traditionally been Congress bastions and the BJP has in the last few years tried to dislodge the control of the Opposition party over these huge organisations with a strong brand presence.

Ghee contributed about 10 per cent to Patanjali's revenue of about Rs 5,000 crore last fiscal. Although sold at a premium, it has a market share of about 18 per cent, closer to market leader Amul in the Rs 10,000-crore market.