Huggies to tap doctors to push diaper use

Convincing an Indian mother to use diapers for her baby is not easy. But when doctors or paediatricians suggest the same, it is likely to become a worthwhile proposition.

Kimberly Clark Lever, the maker of Huggies brand, is targeting doctors and nursing homes as to new parents to use diapers right from birth for their babies.

doctors are functioning as key influencers and we are working closely with 200 hospitals. Through a focused educationbased programme, both doctors and the hospital staff are helping us in reaching out to new mothers directly and most of them are happy to receive samples of the Huggies diaper, says Prakash Iyer, Managing Director, Kimberly Clark Lever.

But more than distribution or price, it is first going to be acceptability of the category through doctors which may work in its favour. As Jagdeep Kapoor, Managing Director, Samsika Marketing Consultants, says, there is an influencer such as a doctor, the credibility of the product goes up. It is a supplementary route which will work for the category in terms of changing the mindset of the Indian consumer. Educating consumers will work more than price or distribution for the diaper category. Giving a range to suit every consumer need is what the company has been striving to do over the 17 years that it has been in the country.

is only one of the considerations while developing a Huggies offering. We design our products to meet specific consumer needs and for multiple needbased consumer segments. Today we have formats such as open diapers, diaper pants and nappy pads, adds Iyer.

Unlike neighbouring countries such as Thailand, Malaysia and Vietnam, which have 90 per cent diaper penetration, India continues to lag behind at onethird of these levels. Similarly, diaper consumption levels remain low at almost onefourth the level of the other Asian countries.

It is not just penetration and consumption levels which are low but even the duration of usage. Indian diaper category is different from the rest of the world. An Indian baby is out of diapers within the first two years while in western or other Asian countries, a child continues with it till the age of four, says Iyer.

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