At first, Dabur Baby Super Pants will be introduced on Flipkart, India’s homegrown e-commerce major.
October 28, 2021
Dabur, known for its Ayurvedic and natural range of products, has announced that it will enter the baby diaper segment in India. This development is an integral part of its strategy to expand its baby care portfolio that currently houses products including – baby shampoo, baby oil, baby wash, baby cream, baby moisture lotion, baby moisturizing wipes, baby gentle nourishing soap, and talc-free powder.
The homegrown Ayurvedic company maintains that its ‘Dabur Baby Super Pants’ having insta–absorb technology will allow 50 percent more absorption compared to other diapers available in the market.
Rajat Mathur, AGM-Consumer Marketing, Dabur India, remarks, “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.”
Initially, Dabur’s upcoming diaper product will be launched on Flipkart, India’s homegrown e-commerce major.
Manish Kumar, Senior Vice President-Beauty, General Merchandise and Home, Flipkart, asserts, “Baby care as a category has evolved over the years with parents increasingly becoming conscious of the quality, safety, functionality, and trustworthiness of products in this category.”
He also informs that in the e-commerce space, the baby care category has been witnessing high demand as millennial parents are continuing to rely on safe and sanitized shopping experiences. This is an outcome of the pandemic-induced surge in e-commerce.