21st September 2022, Colombo: Baby Cheramy, the flagship brand of Hemas Manufacturing and the Most Loved Baby Care brand in Sri Lanka, celebrates 60 years of nurturing generations of babies across communities of our nation. The brand’s six-decade journey from an eau de cologne into a standalone local brand that produces a wide range of baby care has been inspiring. Today, Baby Cheramy enjoys market leadership in the Sri Lankan baby care market as the No. 1 baby care brand. Its products and accessories are specially formulated to give babies safe, mild and gentle care they need across the brand and reaches all geographical and socio-economic households in Sri Lanka, while also being exported to Maldives, Canada and India, amongst many others.
The iconic Baby Cheramy eau de cologne was launched in 1962 at a time no baby-care toiletry item existed in the market. It still remains the preferred baby fragrance for most Sri Lankan parents reflecting the brand’s core values, gentle loving care and trustworthy quality. Today, the brand has expanded its product portfolio to include baby soaps, creams & lotions, other baby toiletries & accessories and leads in most categories it operates in. Its products, formulated for sensitive baby skin, are free from harmful ingredients and safe to use. Baby Cheramy’s recent re-launch of the Herbal range which has baby soap, baby lotion and baby cologne incorporates more ‘natural ingredients’ in keeping with emerging needs.
The current Chairman of Hemas Holdings, Husein Esufally, joined the business in 1982 where he saw potential in the brand and the product, and set about creating a niche for a trusted baby care brand with world-class quality ingredients. Leading the way in the 4th generation of the family, Sabrina Esufally, Acting Managing Director – Hemas Manufacturing, is the driving force behind product development and innovation to create meaningful products for todays consumer.
Commenting on the heritage of the Baby Cheramy brand, Husein Esufally, Chairman of Hemas Holdings PLC said, ““It is a proud moment for us as we celebrate 60 years of Baby Cheramy with its heritage built around love and trust. Our journey began with a vision to help mothers care and comfort their children, especially at infancy. As we look back, I am proud that the brand has stayed true to this purpose, not only by providing them with high quality products, but, also through our contribution towards educating generations of Sri Lankan mothers on the importance of early childhood care and development. Over the years the brand has continuously innovated to improve safety and quality standards of our products, earning the trust and goodwill of mothers.”
Elaborating further, Ms. Sabrina Esufally, Acting Managing Director of Hemas Consumer Brands added, “The Baby Cheramy brand has reflected the power of a parent’s love for generations of Sri Lankans. Our products are loved because they continue to deliver the best for babies, and make no compromises on their superior quality and safety standards. We are now focused on unlocking the next level of growth for the brand through an exciting innovation pipeline and the impact we make through our island-wide community initiatives”
Affirming its status as the No. 1 baby care brand, Baby Cheramy was named the Most Loved Brand in the Baby Care sector for 2 years in a row by the Brands Annual rankings released by the leading brand valuation and strategy firm, Brand Finance Lanka in LMD’s Brands Annual edition for 2020 and 2021.
As a responsible corporate, Hemas is committed to make healthful living happen because we believe every family deserves a better tomorrow. Baby Cheramy has conducted over 300 Mother clinics for over 10 years in partnership with key stakeholders such as midwives, ECCD officers (Early Childhood Care and Development), Ministry of Child and Women’s Affairs, doctors and paediatricians. Over 450 pregnant mothers participated in each event. Driving societal change, the brand is now conducting parental workshops for both parents to bring about the mindset of inclusive parenting where both the parents share the nurturing roles for their precious bundle of joy.
The brand’s core promise of trust and pure love, mild & gentle care for babies with its safe and highest quality products will continue to ensure it extends the promise of safety and sustainable value to all stakeholders. As Baby Cheramy celebrates 60 years, it is also looking ahead ambitiously to unlock its next growth phase with some exciting plans in the pipeline.
In conversation with Mr. Husein Esufally, Chairman, Hemas Holdings PLC and Ms. Sabrina Esufally, Acting Managing Director, Hemas Manufacturing FMCG on the 60 year celebration of Baby Cheramy