Lollipop introduces the first hybrid fabric nappies with disposable inserts in India
Bdiapers is the brainchild of Amrita Vaswani, mother of two boys and passionate advocate of natural education. At the moment she runs the brand alone with her team. Amrita holds an Australian MBA and has more than 10 years of consumer marketing experience with companies such as Colgate Palmolive, Microsoft and American Express.
The idea came to her when she had her first child in the United States. As a child with diaper rash, she was fed up with the chemicals in disposable diapers, and although she chose fabric diapers, she missed the comfort of disposable diapers. I was looking for a disposable nappy that was healthy, easy to use, environmentally friendly and affordable, but I couldn’t find one that would do the job, she says.
Amrita started 2013 with the introduction of the first state-of-the-art fabric diapers in India under the Bamchum brand. But she soon realized that mothers like her find it difficult to do laundry, to air, to soak and other tasks that come with the birth of a small child. Using a handmade machine and a seamstress, she designed Bdipers, renamed Bdipers in 2019, with a fabric cover and a chemical-free disposable insert. The entire range is made in India. The first batch of bdipers is made with matching t-shirts to serve as complete clothing. In the beginning we were very successful with new mothers and our first customers were very enthusiastic about the concept. Our first distribution partners were Firstcry, Amazon and Flip.
Bdiaper is the first and only hybrid diaper in India that is suitable for a disposable (or washable) liner. They work according to a patented two-part system, with a fabric shell and a removable, waterproof bag containing the inserts. The fabric bowls come with matching t-shirts, headbands and bandana bibs to complete the look and create a comfortable and stylish outfit for the baby. Although disposable cloths are free of perfume, bleach and dyes, they are hypoallergenic and do not cause rashes. The fabric bowls are also available in different sizes and the brand offers a full range of healthy manicures for conscious, environmentally friendly parents.
Diaper covers do not need to be washed as long as they are not dirty, and the same diaper can be used with a simple diaper change.
Bdiaper Hybrids are the healthiest and most environmentally friendly diapers in India. These nappies help maintain the comfort of disposable nappies and the health of the nappy fabric, which is affordable, waterproof, reckless and comfortable. These nappies are ideal for mothers who are tired of the painful rash caused by the chemicals in disposable nappies and want to break the cycle of chemical exposure to their babies.
Vision and mission
In the short term, we want to create knowledge about our hybrid nappy concept and recognise the dangers of disposable nappies for the health and environment of infants. We would like to receive feedback on our new immersion system and in the future work on a completely green (i.e. biodegradable) product. Our long-term goal is to change the diaper category and create options for mothers like me, who are tired of the chemicals in disposable nappies.
Our fundamental belief is that mothers have the right to choose what is comfortable and healthy for them and their babies. We want to integrate modern comfort into traditional products that are healthy, affordable and environmentally friendly.
The Indian diaper industry is growing with a CAGR of 5 billion barrels. With the awareness of Covid-19, parents become aware of the choices they make regarding products that affect the health of their children and the world in which they will grow up. With the advent of the brand campaign in India, several new brands have emerged in the children’s corner that stimulate the growth of this category.
How did you come up with a name, slogan and logo for your company?
The way we became Bdeepers is a matter of chance. We started as Bamchum Diapers in 2015, but due to a personal tragedy I was unable to continue the activity at that time. In 2019 we repositioned ourselves as Bdipers, where the B is an integral part of our philosophy. B is for the state we want to give our parents. B means respect for the mother’s choice, opinion and decision to raise her child in knowledge, health and happiness. We support every mother in her parenting journey.
Business and revenue model
The manuals are mainly available online through business-to-business e-commerce channels and on the company’s website. They also sell in some shops in Nagaland through a distributor. Everything is in the price range of Rs 199/- – Rs1399/ and we offer a full range of tampons including rash balms, baby wipes, diaper bags and other accessories, in addition to our hybrid diapers.
Getting your first 100 customers for your business is a matter of luck! Operating review
We launched our website in May 2020 and reached our target of 100 customers in one month! Since its launch, we have had more than 450 loyal customers, most of whom are repeat customers. However, most of our revenue comes from our e-commerce partners Firstcry and Amazon.
What has helped to attract and retain customers since launch?
What really worked for us was our product itself. The fact that we are the only brand in India that does something disturbing in the diaper area gave us the much needed visibility. New projects are under development and we are working tirelessly to process everything we have learned from our customers’ feedback over the past few months. We have also introduced new prints and are working on a range of nappies and baby accessories. But the reason we have customers is that we are an affordable and healthy nappy solution in India and are produced entirely locally.
The hardest part and how did you overcome it?
We relaunched in November 2019 and completed our online store in May 2020. As with most other startups in our stage, our biggest challenge was Covid-19. From the beginning we had problems closing factories, we lost good people and other setbacks. We had to improvise, hurry and accept high finishing and production costs in many places without compromising quality. This has hurt our liquidity and has become our biggest problem. Moreover, we are fully self-financed.
Name some of your competitors
We don’t have a direct competitor in India, but our biggest competitor in the hybrid diaper category is doing great in the US and is called Gdiapers (the similarity in the name is pure coincidence!). In India, Superbottoms does phenomenal work by providing diapers to Indian mothers. However, our product differs in concept and design from solid fabric nappies or disposable nappies.
We hope to create a hybrid nappy category and offer a quality product that is a healthy, environmentally friendly and affordable alternative to disposable nappies. We also hope that in the long term we will be able to make parents aware of the chemicals in disposable products and their harmful effects on children’s health.
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