Brands
Tulips launches adult diaper pants with Boman Irani as new ambassador
MUMBAI: Tulips has officially entered India’s adult hygiene category with the launch of Tulips adult diaper pants, roping in Bollywood veteran Boman Irani as the face of its new ‘Life par full control’ campaign. The initiative seeks to start a national conversation and tackle the stigma around adult diaper use.
The diapers feature an aloe vera–coated inner sheet for comfort, advanced leak protection for up to 10 hours with an acquisition deposition layer (ADL), odour lock technology for day-long freshness, and tear-away side panels for easy removal. Designed in a unisex pull-up style across all sizes, they resemble regular underwear, offering dignity and confidence to users.
Speaking at the launch, Tulips, director, Rahul Jain explained, “Lifestyle-related health issues mean many seniors face urinary incontinence, yet only 2 per cent of the Indian market adopts adult diapers. Our short film with Irani encourages seniors to see diapers as a tool for independence, not a symbol of dependence.”
Boman Irani added, “Age should not mean limitation. Tulips adult diaper pants allow seniors to live with comfort, independence and self-respect.”
Tulips has a legacy of innovation, from introducing India’s first 100 per cent flushable wet wipes in 2017 to developing Covid swabs during the pandemic. With over 60 million units sold annually across 17 countries, the brand continues to prioritise real-life solutions and consumer trust.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
