"A baby diaper is also one of the most technologically complex product in its price range," says Kamal Johari, a founder of Nobel Hygiene which is a leader in the adult category wither its brand Friends. "With our ability to deliver a consistent high-quality product for over seven years of manufacturing, we aim to leverage the same expertise for Snuggy."
Currently, Procter & Gamble controls about half of the diaper market with its Pampers brand and Unicharm's Mamy Poko is in second place. For Godrej, the category has been a non-focus areas for the past decade since it began concentrating on high margin products like household insecticides, personal wash and hair care.
The penetration of disposable diapers in India is less than 2%.
Nobel has been involved in the diaper market since 2000 and also has a diaper brand called Teddy.