Brand Update : Mamy Poko Pants becomes Indian Diaper Market Leader

 I wrote about Mamy Poko pants in 2009 ( link) highlighting its differentiation and innovation. 14 years from that, the brand has toppled the market leader Pampers to become number one. The brand sold diapers worth around Rs 3000 crore during FY 2023. The news report in ET attributes the success of Mamy Poko to its innovation and distribution expansion. It is the first brand to launch underwear-style (pants-style) diapers in the Indian market. The report also pegs the Indian diaper industry at around Rs 10,000 crore which is a huge market. I also attribute Mamy Poko's success to its consistent communication strategy focusing on its key differentiator - its pants style (product form). Kudos to the brand.

Gerber Baby Cereal : Anything for little ones

 Brand: Gerber Cereals

Company: Gerber India ( Nestle)

Brand Analysis Count: #622

The market for toddler food in India is an astounding INR 2582 Bn ( $3.8Bn). The market is highly fragmented, regulated and dominated by home-made foods. A global brand Gerber entered the Indian market in 2022. Gerber has a very long and successful history. The brand was created in Fremont Michigan by Daniel Frank Gerber. The story is that Daniel's wife Dorothy suggested her recipe and asked her husband to manufacture it in scale so that mothers could save the struggle to make nutritious food for their kids at home. The product became hugely successful and as per wiki, the brand has more than 60% share in the US market. In 2007, the company was acquired by Nestle.

Indian cereal market although huge, is a challenging one. There is opportunity in the organized market owing to the sheer size of India's population. However, there are challenges in terms of retail exposure and brand awareness. However, since  Nestle has a huge and chequered presence in the Indian market and wide expertise in selling baby foods, things may be easy for the new brand.

Gerber is positioned as the segment's premium, high-quality innovative nutrition brand. The brand is targeting mothers and is taking the emotional route to impress the customer. The brand globally is pitching on the history of a product made by a mother. 

It is interesting to note that Gerber is launched as a new brand without any endorsement from Nestle. Despite being one of the most recognized corporate brands, Nestle has boldly decided to let Gerber create its own identity, which is usually a road less travelled in marketing. Building a new brand is a long-term play and I think Nestle is prepared for the long haul. 

Gerber's challenge is establishing credibility because it is dealing with a sensitive product. The legacy of 90 years of existence is highlighted in the advertisement which makes things easier for the brand. The product has come with interesting variants like spinach and carrot, mango and berry which can interest kids compared to other dull products existing in the market. 

Flavors are not a sustainable differentiation and if a flavour clicks, competition will follow suit in a blink of an eye. With Nestle's distribution and marketing muscle, Gerber is in a strong footing as a new entrant. 

Bumberry : Conscious Diapering

Brand: Bumberry

Company: Bumberry Baby Products Pvt Ltd

Brand Analysis Count: #606

Bumberry is a brand of cloth diapers for infants and kids which wanted to give an environmentally friendly alternative to the usual disposable diapers that are popular in urban India. Started in 2013, the brand is currently selling through online e-commerce platforms. 

The diaper market in India is worth around $800 million and is characterised by high growth and low penetration. The market is dominated by P&G and concentrated on the urban market. The earlier players like Huggies, Snuggy, Pampers created the market by educating the consumers about the benefit of diapers in terms of convenience and health. The market is growing owing to the demographic nature of India and the fact that the entry barrier in this category is only the brand power has encouraged many players who import these products from manufacturing hubs like China and brands it and sell in India. 

While disposable diapers are cheap and convenient, it is not without problems. Although the unit price is affordable to the middle-class, there is a cost in the long run because of the disposable nature of the product. Another big issue is the environmental cost of these disposable diapers. Further, these diapers can create skin-related allergy if used for a prolonged period of time. 

It is these problems that encouraged the founders of Bumberry to find an alternative. A chance encounter with cloth diaper imported from the ave the idea of a home-grown brand which is less expensive than the imported ones. 

Thus brand Bumberry was created. The brand is now an online-only brand and is marketed through influencers and other digital promotions. The product is basically a durable diaper with removable inserts. The cover diaper is cloth-based and hence environment friendly and re-usable. The USP of the brand is re-usability and comfort and design. Priced at around Rs 740, the brand is trying to offer value compared to expensive imported products. 

The brand with its value proposition will appeal to a section of consumers who are looking for a healthy organic alternative to the synthetic diapers. 

So the initial market will be niche and with the diaper market growing, the potential for such diapers will naturally grow. 

The challenge for a brand like Bumberry is similar to that of the brands which created the diaper market in India -educating consumers to change. While the pioneers wanted the consumers to change from using cloths to diapers, Bumberry wants the ordinary diaper buyers to change to cloth diapers. That requires an investment on a large scale in terms of promotion. To make these products mainstream will be a mammoth investment in terms of promotions. A startup brand like this can at this point can only rely on digital tools and influencer marketing. While the brand's main talking point is its environment friendliness, I think that attributes like fashion, comfort, image are more attractive at a consumer point of view. 

Baby Dove : Johnson's Baby Soap now have a serious competition

Dove, one of the premium soap brands from Unilever has extended into baby care products . The move is expected to give serious competition to the market leader Johnson & Johnson. According to ET, Indian baby care product market is worth Rs 4000 crore. Johnson & Johnson is the undisputed market leader with a share of 74%. The nearest competitor is Dabur with 9.9% share. 

Although many brands tried to break the stronghold of  J&J, none succeeded so far. Now the war has begun with India's premier marketing giant decided to challenge the market leader. Interestingly, Unilever chose to extend Dove to fight J&J.

Dove which was launched in 1993 grows from a soap brand to a Rs 1500 brand which endorses multiple categories of products. 

Dove positioned as mild soap with 1/4 moisturiser is an ideal candidate to challenge Johnson's who has incredible brand equity among the consumers. 

Dove has decided to name its extension as Baby Dove which is a smart choice. The positioning of the extension is the same as the parent Dove brand. Baby Dove was first launched in Brazil in 2015.

Another interesting aspect is the pricing. Unilever has priced Baby Dove almost the same as Johnson's but a little extra. While the 75 gm Johnson's Baby soap costs Rs 45, Baby Dove is priced at Rs 48.

Unilever already started the campaign for Baby Dove. The pitching is similar to J&J - the bonding between the mother and child, purity, skin care etc. The TVC follows the parent brand's comparative advertising strategy of testing the mildness quality of the soap with the competition.

Watch the Tvc here 

The brand also have a different logo for the extension. The logo designed by Dew Gibbons + Partners feature the iconic master brand's  Dove and a golden baby dove besides it. 

Baby Dove has launched a series of products in the category. This include soap, lotion, skin care wipes etc.. 

With the strong distribution muscle and marketing acumen, Baby Dove is expected to give tough competition to J&J. The market with one large player dominating will definitely have space for a competitor. The launch of Baby Dove is not going to dilute the parent brand's positioning since the positioning of Baby Dove is complimentary to the parent brand. 

Brand Update : RIP Sparsh (2006-2008)

Sparsh which was expected to give a tough competition to Johnson & Johnson is history. Infact the brand was dead within a year of its launch. The brand was silently put to rest by Marico and there is no mention of the brand in the company website.

Sparsh was a serious foray by Marico in the baby personal care segment. The segment is hugely attractive with a major disadvantage - which is the presence of Johnson & Johnson. And it is really amazing to see that the brand equity of J&J is such a powerful entry barrier that even the best of FMCG marketers cannot break the stronghold of J&J in the segment.
Marico is not an ordinary player. The company had proven its marketing acumen with its successful brand portfolio. But in the case of Sparsh, the company had to beat a retreat. And beating a retreat in the baby segment market is one of the biggest mistake that  a brand can make.By withdrawing, the brand is breaking the trust factor which is very vital in surviving in this segment.

Sparsh could not survive because mothers preferred to be loyal to J&J because of the trust that J&J brand had with the consumers. It is not easy for a new brand to break that bonding. Wipro tried with its Baby Soft but was not successful. Now Sparsh bite the dust fighting the giant. 

So is it not possible to fight a giant like J&J ?. Theoretically it is possible. But it takes long years and millions of cash to be the profitable No.2 in the market . Not many companies were willing to burn that much cash. Although Sparsh is now dead, there are reports of a possible rejuvenation of the brand. It would have been wise if the brand fought really hard and stayed put in the market rather than surrender meekly within a year of launch.

Related Brand
Sparsh

MamyPoko Pants : Pant Style Diapers

Brand : MamyPoko
Company : Unicharm


Brand Analysis Count : 434

Mamypoko is another global brand to hit Indian market. Mamypoko is a Japanese brand of baby diapers. The brand belongs to Unicharm which has its interests in Baby care products, Health Care and Female hygiene categories. The company has launched its premium brand of baby diapers into the Indian market.

Indian diaper market is small with a rough market size of Rs 110 crore but growing very fast due to the economic growth and rapid urbanization. The market still faces the issue of 'penetration ' and the tough task of changing consumer behavior. The market is dominated by brands like Pampers, Snuggy and Huggies.

Baby diapers are still not heavily used in Indian households. Diapers are used only on occasions and is considered not good for regular daily use since it causes skin rashes. The price of this product also acts as a deterrent for regular daily use and a Rs 1 difference on a pack can make consumers shift to another brand.


Mamypoko, as a new brand, faces the task of differentiating itself from the established players. Brands like Huggies and Pampers are already established and has tried every feature/benefits like softness , comfort, dry, light etc as their USPs.

Mamypoko but entered the market with a powerful differentiator. It launched Mamypoko Pant diapers as the brand builder. Mamypoko pants is a pant-type baby diaper - in the sense that instead of the stickers(tape- style) that conventional diapers have, Mamypoko Pants is a " pull up" type of diapers. There is no need to stick the two ends of the diapers together.

Actually Mamypoko is not the brand which has innovated pant-style diapers. Another brand from Unicharm - Moonyman was world's first brand to launch such a innovative product.

Pant-type diapers is indeed a powerful differentiator because it offers a convenient solution to the consumers. Parents especially fathers often find the task of putting diapers to their child a difficult task . If the child is very active, the task becomes even more difficult. Having a pant-style diaper is something that makes parent's life a little more easier.

The brand is currently running a campaign highlighting its main USP.

Watch the ad here : Mamypoko

The brand is also making use of its brand mascot/ character which is named Pokochan.

Mamypoko has done the right thing by launching itself with a powerful message. There is a greater chance that consumers will remember this brand for its USP. But the vital question is whether Mamypoko can sustain its differentiation . It will not be difficult for other brands to launch similar products. Mamypoko can breath easy because it has a pipeline of such innovative features within their global portfolio.

The launch of Mamypoko will open up another set of marketing war in the Indian diaper market.The Indian market is highly price conscious and it has to be seen whether consumers will be willing to pay more for Mamypoko.