Brands
Nobel Hygiene acquires Godrej’s Snuggy diapers
MUMBAI: Indian disposable hygiene manufacturer, Nobel Hygiene, has acquired Godrej consumer products’ diaper brand Snuggy.
Founded in 1987 by Shogun Diapers, the Snuggy brand is a regional jewel and has a strong market in four southern states of India.
This acquisition marks a full circle for Nobel Hygiene’s founder and managing director Kamal Johari as the inspiration to enter the disposable care’s market came from a brief stint distributing Snuggy diapers, even before the brand was sold to GCPL in the year 2003.
Johari said, “We are fortunate for the excellent timing, as we had our eye on this brand for a few years. Being a specialist, high-quality diaper manufacturer with a passion for excellence; we will do full justice to Snuggy. We hope to deliver an excellent product to the relevant target audience, many of whom still recognise the brand.”
The Indian diaper market is estimated to grow at 26 per cent CAGR. With this acquisition, Nobel Hygiene plans to leverage its manufacturing expertise and provide an enhanced product for Indian babies and Indian moms. It will greatly help the company drive growth in accordance with its aggressive aims.
The diaper business in India reported total net sales of approximately Rs 5500 crore in the year 2017, out of which approximately Rs 5000 crore is from baby diapers.
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.
