Brands
From nappies to dignity Romsons steps up hygiene game
MUMBAI: ’Tis not just about comfort, it’s about confidence. Romsons Group is widening its hygiene lens, stepping decisively from hospital corridors into everyday homes with the launch of two new personal care products, Poochie Play Pants Baby Diapers and Dignity Bloom Disposable Period Panty.
Unveiled by Romsons Group director Sahil Khanna during his appearance on The Startup Caffe podcast, the launches mark a strategic expansion for the 70-year-old healthcare and hygiene major. The move leverages Romsons’ medical-device DNA to address two of India’s most competitive, and under-penetrated, hygiene categories.
The headline act is Poochie Play Pants, Romsons’ first foray into India’s baby diaper market, a segment estimated to be nearly ten times the size of the adult diaper category and crowded with over 100 brands. Available in both tape and pant styles, Poochie is built around advanced core technology aimed at higher absorption, better retention and reduced leakage during extended wear. Designed for active babies, it focuses on comfort and freedom of movement, while being priced competitively for Indian households. Crucially, it carries the reassurance of Romsons’ seven-decade legacy in medical-grade disposables.
Alongside it comes Dignity Bloom Disposable Period Panty, a pants-style alternative to traditional sanitary napkins. Bloom integrates absorption directly into the garment, eliminating pad shift and reducing spillage during movement. The single-layer design removes the need for additional underwear, offering discreet protection for work, exercise and social settings. The emphasis is clear: dignity, mobility and confidence without compromise.
The twin launches also underline a bigger ambition. Despite growing awareness, hygiene penetration in India remains low, with sanitary napkin usage at around 12 percent and baby diapers at roughly 25–30 percent. Romsons’ stated focus is accessibility, ensuring that products commonly used in urban markets are also affordable and available in rural India.
With Poochie and Bloom, Romsons is betting that its medical heritage, combined with everyday relevance, can cut through crowded shelves. In a market where hygiene is still catching up with aspiration, the company is positioning itself not just as a manufacturer, but as a quiet enabler of safer, more dignified daily living.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
