P&G may start making Pampers in India

Currently, the diapers are being imported from Thailand.

Procter & Gamble may start manufacturing its biggest brand Pampers in India once the market reaches a certain sustainable scale.

JP Kuehlwein, associate marketing director - Pampers, P&G, said, "At present, the size of the market doesn't allow us to consider manufacturing the product here, but as it grows and reaches a critical size, setting up a manufacturing unit in India would be the next logical option for us."

Explaining further, Kuehlwein said the demand in India needed to be large enough to utilise the entire capacity of the production line, else it wouldn't be viable to manufacture in India, both for the company as well as the consumer.

At present, the diapers are being imported from Thailand.

The overall market for diapers in India is valued at about Rs 110 crore, with the major players being Godrej (Snuggy) and Kimberly Clark Lever (Huggies) apart from Pampers which so far were available through distributors.

Though unwilling to comment on how much the company would spend on marketing the brand in India, Kuehlwein said the company would invest heavily in establishing the brand and growing the market in India.

P&G Home Products, the unlisted arm of the company in the country which is launching the brand will be working on a retail strategy specific to each format.For the smaller outlets, the company has launched streamer packs which in addition to taking up very little space in the shop also boost visibility for the brand.

Kuehlwein likens this to a similar strategy that had been adopted when the Tide (detergent powder) sachets were launched in streamer packs to ensure their availability at the smallest outlets and kiosks.

For the mid- and larger-sized retail store, the company will be bringing concepts from its international markets to India. Apart from the regular standalone displays, posters and demo kits, P&G may also introduce baby centres, which are adult sized cribs and high chairs which allow grown ups to et a feel of what it is like being a baby.

Pampers will be available in three sizes and are priced at Rs 20 for a pack of two. This is about 40 per cent lower as compared to its earlier price when it was being imported by distributors into the country.