After making a mark in edibles and beauty products, Patanjali has set its eye on the diaper and sanitary napkin market in India. The brand, helmed by yoga guru Baba Ramdev, will enter the market with both baby and adult diapers as well as affordable sanitary napkins in the first quarter of next financial year.
According to sources, Patanjali will enter the diaper category with pant-style diapers. Unicharm’s Mamy Poko Pants was the first player in the country to enter the market with these type of diapers and was later followed by Kimberly-Clark and Procter & Gamble. Today, the category is skewed towards the pant-style offerings, accounting for about 80% of the overall segment.
The kids' diaper will be launched under Patanjali’s Shishu Care brand, which already included products in the oil, shampoo, soaps and powders categories.
While sanitary napkins have a penetration of only 20% in India, the penetration of disposable diapers is less than 2% in the country. Both rates are increasing as people in India are getting more hygiene conscious.