Square Toiletries Ltd manufactures over 55 products under 20 brands, including the Meril Baby line. Meril Baby lotion and shampoo are in the maturity stage of the product lifecycle, while powder and gel toothpaste are growing, and soap and olive oil are in introduction. The target market is children ages 0-5 and their parents. Distribution occurs through Square's factories, regional centers, wholesalers and retailers to urban and rural customers. Promotion includes frequent TV and radio commercials, newspaper ads, and limited time sales promotions for special events.