Jan 11, 2013: Diaper market in India which is estimated to be Rs. 1200 crore has seen some intense activity in recent years with a lot of brands being launched. Different brands have been trying different strategies to convince mothers to use diapers for their kids. Kimberly Clark Lever with its Huggies brand is now trying for a different strategy to push their diapers in the market. As it is a bit tough to convince mothers to use diapers for their kids, Huggies is trying to put it through doctors and nursing homes to bring in more credibility. They believe that doctors and nursing homes can act as influencers in making the purchase and as part of that they are working closely with around 200 hospitals. Huggies which is available for as low as Rs. 10 is also distributing free samples to mothers when they visit the doctors or nursing homes. The company is also trying to educate the mothers focusing on acceptability, availability and affordability. The diaper market in India is which is growing at a CAGR of 30 per cent after seeing what Huggies brand is doing is surely going to see some intense promotional activity from other brands as well.
