Himalaya enters baby diaper market

India’s ayurvedic health and personal care leader, The Himalaya Drug Company, has entered the baby diaper market armed with a unique anti-rash shield.

The INR1,500 crores baby diaper market is currently rising at a rate of 23% per annum.

Himalaya’s Baby Care business head, Mukesh Patney, remarks: "Our approach to launching a product is simple: study the market and the consumer. Our market research drew our attention to a common problem mothers faced with diapers – diaper rash. It is estimated that 25% – 65% of diaper wearing infants are affected by diaper dermatitis, making it one of the most common skin conditions in babies."

Natural ingredients such as Yashada Bhasma and Aloe Vera enrich the diapers forming an anti-rash protective shield, which claim to prevent nappy rash by hindering the activity of harmful enzymes and slowing down the growth of microbes.

The clinically tested baby diapers are said to be hypoallergenic and chemical-free.

We enjoy a strong equity in the baby care segment and see our entry into the baby diaper market as a natural extension of the product line. Our herbal story differentiates us from the competition. We will continue to build on it while addressing needs of the consumer and strengthening the product line," Patney added.