After achieving huge success in the FMCG market, Baba Ramdev’s Patanjali is all set to enter the diaper and napkin market in India on a very large scale. The company is planning to sell both kids and adult diapers and affordable sanitary napkins from the starting of next financial year. Patanjali will sell the diaper products with the pant-style.
Patanjali’s spokesperson S K Tijarawala, said “This category is ruled by foreign multi-nationals. We want to ensure consumers get quality and low-cost products in this category, which will also be ‘swadeshi’,”. The opportunity in adult diaper category is very big as even in rural areas, people are using it. Though affordability is a big issue in the adult diaper category, as senior citizens can’t afford to buy such expensive diapers. We’re looking to address it through our economical pricing,”
According to Tijarawala, diapers and sanitary napkins together will be a Rs 16,000-crore strong category by 2018-19 and Patanjali wants to compete with the multinational foreign companies which have a very big share in Indian market.
Currently, P&G owned Pampers holds about 50 percent of the total market share in the kids’ diaper segment. Friends Adult Diapers is the most popular brand in the adult diaper industry in India with a huge market share of about 68 percent.
Patanjali will sell the kids’ diaper under its Shishu Care brand. With Shishu Care, Patanjali is targeting the Rs 2,000-billion baby care category which includes subcategories such as oil, shampoo, soaps, and powder. Patanjali is also going to launch products in the dairy and apparels market soon.
Patanjali is really growing very fast, consumers are getting the new range of products very frequently from this brand which started with the aim of making a healthy India. Only a few days Patanjali had announced it plans to start manufacturing solar panel products for the country.