However, there is also a growing consciousness among the new-generation parents about sustainable parenting. In a conversation with ET Digital, Pallavi Utagi, CEO and Founder, SuperBottoms, which makes reusable diapers, talks about the adoption of sustainable baby products in India. Edited excerpts:
Economic Times (ET): Why is there an urgent need for sustainability in baby care products?
Pallavi Utagi (PU): The magnitude of the challenge we face is clear from the fact that India produces a staggering 548 tonnes of baby diaper waste every single day. The quest for convenience should not come at the cost of compromising the very planet that our children will inherit. The rampant use of baby products containing harmful chemicals and synthetic ingredients has only exacerbated the problem. It is time for a radical shift towards sustainable solutions.
These products not only reduce chemical exposure but also prove to be gentler on our babies’ delicate skin. They usually are made from organic ingredients that are not only biodegradable but also safe for the baby.
ET: What is the market potential for these products in India?
PU: With concern for the environment and the well-being of their children mounting, parents are increasingly seeking eco-friendly and chemical-free alternatives in baby care. This shift is notably prominent among the newer generation, who exhibit a heightened consciousness about the values and principles upheld by the brands they support, transcending superficial marketing endeavours.
Government initiatives that endorse sustainable practices, coupled with a burgeoning middle-class population and the convenience of e-commerce accessibility, contribute significantly to the market’s optimistic outlook. The role of influencers and media in propagating awareness about sustainable choices cannot be overlooked.We have observed that disposable diaper penetration in India is only 6%, which means the rest of India still rely on the traditional diapering method of using cloth. This gives us a huge room to educate and build category awareness about sustainable baby diapers in the target group where cloth is by default considered good. Also, based on independent reports, we have observed that around 35% babies who are on disposable diapers suffer from diaper rash. This is one of the major reasons why parents start looking for organic alternatives.ET: Is there a rise in willingness and adoption of sustainable mom and baby products?
PU: Indeed, there has been a significant surge in both the willingness and adoption of sustainable mom and baby products. Consumers are increasingly recognising the importance of making eco friendly and healthier choices for their families. This shift is evident in various aspects, such as the rising popularity of organic cotton clothing, the increased demand for biodegradable diaper options, and the preference for natural skincare products that are devoid of harmful chemicals.
ET: What other innovations are SuperBottoms working on in this sector?
PU: Our flagship product, the UNO cloth diaper, is a very trim diaper, complete with a patent-pending design. It can be used for three years.
Moreover, we have developed reusable diapers specifically tailored for children with special needs, mobility challenges and incontinence issues. This vulnerable age group faces limited options in the current market, leading to discomfort and impractical solutions.
ET: What kind of challenges do players in this industry face?
PU: One of the key challenges we face is the lack of awareness about cloth diapers. Many new parents are primarily familiar with just two diapering options: disposable diapers and traditional style nappies. As they grapple with the decision between the convenience of disposables and the goodness of cloth offered by traditional methods, they might not be aware of the existence of a third option — the modern cloth diapers. These innovative diapers combine the best of both worlds, providing the convenience of disposables along with the benefits of cloth.
Another significant challenge lies in dispelling misconceptions and building trust among parents. Some believe that cloth diapers may not offer the same level of effectiveness in terms of absorption and performance as disposable diapers. However, in reality, modern cloth diapers are designed to provide comparable absorption capabilities while ensuring the baby’s comfort with features like waterproofing, dry-feel lining and a trim fit.
Despite these challenges, we are witnessing a growing interest in sustainable parenting practices and conscious choices, leading more parents to explore and embrace cloth diapers as a responsible and environmentally conscious choice for their little ones.
