India has become a promising place for nonwovens and hygiene-related companies to set up shop. With low penetration rates and rising disposable incomes among India’s middle class, entrepreneurs are seeing opportunities to establish businesses in many industries in the country.

“With industrialization and women moving out of homes for work, there is huge demand for products that make life easier. Wet wipes are one of them,” says Mr. A. R. Kulkarni, consultant for technical textiles, who has written various blogs and given lecturers at important seminars, including Invest Karnataka.

“India has grown immensely with the IT industry at the forefront,” he adds. “Today, India’s common man has a higher disposable income and wipes are affordable by middle and higher class. Hence, India is ready to move ahead and use new products.”

According to a market survey conducted in India by the chairman of Canopus Wet Wipes Pvt Ltd, Mr. Ashok Kulkarni, the highest percentages of sales are baby wet wipes, and therefore are rampant among Indian manufacturers and overseas imports. Since India is a growing economy, growth for the India wipes market is pegged at 23% year over year.

Founded in February 2017, Canopus Wet Wipes strives to serve the growing middle and upper classes in India with wet wipes in various categories. Located in Karnataka, India, the company is starting up its manufacturing operations this month, and will produce hygiene wipes (baby, intimate, hand), cosmetic and facial care wipes, medi-bath wipes and home wipes (furniture, glass cleaning), among others.

Situated at Harohalli, KIADB Industrial Area, Ramanagara District, Canopus is launching its business with one wipes converting line with a capacity of 15 million pieces per year in a 12,000 square foot manufacturing facility. Following ISO 9001:2015, the company has taken all measures to build the factory according to high standards and expects to have certifications required by the EU and U.S. soon.

Initially, the company will export private label wipes products and later intends to launch its own brand locally under the name Canopus. Its also making plans to expand its operations in six months with the addition of two more converting lines, with further investments down the road.

Part of Canopus’ strategy to stand out from the competition is to launch innovative products that Indian consumers haven’t seen before. One of these products is sports wipes, which the company says hasn’t been introduced yet in the Indian wipes market.

“We stick to a three-layer technology like European Union manufacturers and producers, while the entire Indian market uses two layer packaging material. With this, water and chemical content will remain intact for a longer period,” adds Mr. Kulkarni. “Our quality of product and packaging will be the standout point of our company. Very few companies in India adhere to EUP, INDA, EDANA standards. Our wipes will be affordable, the best quality and easily available in the nearest stores soon.”