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Dabur to enter Indian baby diaper market

29 Oct '21

1 min read

Pic: Shutterstock

Dabur India will enter the Indian diapers segment as part of its strategy to expand its baby care portfolio, which includes shampoo, soaps, oil and talc, according to the Ayurvedic company, which recently said its ‘Dabur Baby Super Pants’ with insta–absorb technology will help in 50 per cent more absorption compared to diapers of competitors.

Dabur's product will be initially launched on Flipkart.

"The extension into Diapers further strengthens our equity in this fast-growing segment. Our consumer immersion studies and various research reports clearly indicate that mothers prefer to go with safe and trusted brands when it comes to baby care products," Rajat Mathur, assistant general manager of consumer marketing at the company, was quoted as saying by a newspaper.

"We have seen a massive shift in consumer preference towards natural and ayurvedic products. That’s where the brand Dabur has a huge advantage over competition," he added.

Procter & Gamble and Unicharm together control over 80 per cent of the overall diapers market in the country now.

Fibre2Fashion News Desk (DS)