In August 2018, Japan’s Kao Coporation started sellings its Merries brand of disposable diapers in India, hoping to replicate the success it had with the products in China and expand its global presence. diapers.
Kao’s Merries brand generates more than ¥10 billion in sales annually and is the leading premium diaper brand in Japan, and the company is betting on some Indian consumers having the same taste for premium diapers as its Chinese counterparts. Kao was one of the first companies to launch a premium diaper in China after it noticed Chinese tourists travelingto Japan buying them in bulk.
A single Merries diaper costs two to three times that of a Unicharm diaper manufactured locally, as Kao exports such products from Japan to India. Kao hopes to capitalize on Merries's reputation for being gentle to the skin, which is highly valued in many countries.
The Indian diaper industry is currently pegged at about 4.6 billion pieces or $800 million. The industry is expected to grow to about 10 billion pieces or $1400 million by 2022. Increasing birth rates, higher disposable incomes, increased hygiene awareness and a
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