|
Following research undertaken by ACNielsen among 200+ pediatricians
in 12 metros and class 1 towns across India, the study reveals that
"Uninterrupted Sleep is Next Best to Breast Feeding / Balanced
Diet for Babies' Development." The product has been customized
to suit the needs of Indian mothers as a special velcro material
has been used, as opposed the sticky adhesive which would not be
effective as a result of oil massages that are customary. Also,
it was found that Indian mothers tend to keep re-checking the diaper
on the baby.
The manufacturing centre for Pampers will be based in Bangkok.
The product will be available in 3 sizes depending on the fit of
the baby.
Kuehlwein added, "Pampers, the world's No. I diaper brand
has given 30 million babies across 150 countries the gift of uninterrupted
sleep every night. With 45 million babies, India is home to the
largest number of the babies in the world (China comes second with
27 million babies) and it is our quest to provide every Indian baby
the gift of uninterrupted sleep and healthy development with the
launch of New Pampers. Affordability has been a key barrier to diaper
usage in India to date, so we are offering New Pampers at only Rs.
10 per diaper on an average. This should give a significant boost
to Pampers and the baby care category in India, improving the lives
of Indian babies!"
| 
Each
diaper will be priced at Rs 10 making it more affordable to "the
biggest baby population in the world," says P&G Pampers associate
marketing director J.P. Kuehlwein. In the Indian diaper market, whose
size has been pegged at Rs 1.1 billion, previously, an imported version
of Pampers was available and priced at about 40 per cent more. As
expected, the new product will make in roads into smaller towns as
the company has plans to invest heavily on marketing and promotional
activity.