GETHA RISES TO DEMAND FOR BABY PRODUCTS BY STRENGTHENING GENIE IDENTITY

By Harizah Hanim Mohamed

KUALA LUMPUR, May 5 (Bernama) – Getha (1969) Sdn Bhd is planning to expand its Genie by Getha product line to meet the needs of young demographics in the region who are increasingly focused on healthy living and consumerism.

With its third generation leading the business, Getha chief executive officer Melissa Tan Chien Yi said the family-run brand, known for its latex mattresses and pillows to help customers achieve good sleep and in turn, better health, now distinguishes its mother and baby care products to create a proper identity for the division as it has more products in the pipeline.

“We have been making baby products and producing baby products for other brands. It was not until the COVID-19 pandemic that we recognised Getha’s extra resources and we want to grow more (for the company).

“These resources are now being channelled to Genie by Getha, which we officially launched in 2021,” she told Bernama.

Tan said that Genie, which uses 100 per cent latex, promotes high-quality products for infants and children by citing a comprehensive study conducted by experts in sleep and comfort.

In the Department of Statistics Malaysia’s Children Statistics, Malaysia, 2023, it stated that the composition of children under five years old in 2023 stood at 2.35 million, with 1.21 million boys and 1.14 million girls, encompassing 25.7 per cent of the total number of children in Malaysia.

Tan said that the trend is not unique to Malaysia but also Asian, and considering these shifting consumer preferences and evolving trends, Getha intends to enhance the local and international visibility of its brand.

“With plans to aggressively promote the Genie brand overseas, particularly in markets such as Singapore, Thailand, and Taiwan, Getha aims to capitalise on the growing demand for premium baby products in the region.

“Additionally, the company is exploring opportunities to introduce new products and expand its distribution network to tap into emerging markets,” she said.

Tan said that Getha is now available in 25 countries, and Genie will follow suit.

“We have partnered with an established mother and baby products chain to sell our products, and we are aggressively promoting the brand locally, particularly in the Klang Valley, Johor Bahru, and Penang,” she added.

Tan noted that Genie would rely on Getha’s market presence and that it would have an area designated for products wherever Getha was present.

“However, with the advent of digital marketing and changing consumer preferences, we are also reaching other parts of Malaysia through our online presence,” she added.

Most ASEAN countries experience high birth rates among their young populations, leading to increased demand for baby and maternity products.

The trend is also consistent with urbanisation and rising health consciousness, and ASEAN middle-class consumers are willing to pay a premium for reputable brands, according to a report.

Younger parents are keen to buy the best products for their children and are becoming more concerned about babies’ health and hygiene, partly influenced by government initiatives promoting nutrition and health, which resulted in a growing demand for natural and hypoallergenic baby products.

Significantly, there is a growing trend among women in ASEAN to participate in the workforce and gain control over their incomes, which influences their social and purchasing behaviours, compelling consumers to prioritise convenience when seeking out services and products.

-- BERNAMA