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Jul, 06 2018

Godrej sells Snuggy to Nobel Hygiene to exit baby care space

In 2003, GCPL had acquired the brand from Shogun Diapers, which is one of the three leading players in the Indian baby diaper market with presence mainly in South India.

Godrej Consumer Products has sold its diaper brand Snuggy to Nobel Hygiene for an undisclosed amount, exiting the baby care segment that it entered nearly 15 years ago.

In 2003, GCPL had acquired the brand from Shogun Diapers, which is one of the three leading players in the Indian baby diaper market with presence mainly in South India.

“A baby diaper is also one of the most technologically complex product in its price range. With our ability to deliver a consistent, high-quality product for over seven years of manufacturing, we aim to leverage the same expertise for Snuggy,” said Kamal Johari, founder of Nobel Hygiene which is a leader in the adult diaper category with their brand, Friends.

The size of diaper business in India is about Rs 5,500 crore where Procter & Gamble controls nearly half the market with its Pampers brand, followed by Unicharm’s MamyPoko. For Godrej, the category has been a non-focus area since a decade after it switched to higher margin and innovative products under three core categories of household insecticides, personal wash and hair care. GCPL didn’t respond to ET’s query on the deal.

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