Mea and India Baby Diaper Takes a Leap
Mea and India Baby Diaper Takes a Leap
Blog Article
Mea and India Baby Diaper : India's Entry Into the Diaper
Mea India Pvt Ltd, one of the leading FMCG companies in India known for its brands in personal care and hygiene category, has recently forayed into the baby diapers segment. With the entry of Mea, the Indian baby diapers is set to get more competitive with new offerings from an established player.
Mea and India Baby Diaper Believes in the Growing Potential
The Mea and India Baby Diaper in India has seen exponential growth in the last 5-7 years due to rising awareness about baby hygiene and disposable income of consumers. Various research reports suggest the segment will keep growing at a brisk pace with urbanization and increasing number of nuclear families. Mea India Chairman, Mr Rahul Gupta strongly believes that the Indian possesses a huge potential considering our population and the growth statistics of the category. This was one of the major motivations for the company to venture into this new segment.
Diverse Range of Mea and India Baby Diaper
Mea India has launched its new brand 'Mea Baby' with a diverse range of diapers catering to every need. Their offerings include-
- Newborn baby diapers (Size 1): Specially designed ultra soft diapers for newborn babies with natural plant-based absorbents. Available in packs of 36.
- Baby diapers (Size 2): Regular diapers for 3-6 months old babies. Comes with stretchable tapes for easy adjustments. Pack of 60.
- Toddler diapers (Size 3-5): Extra absorbent diapers suitable for active toddlers from 6 months to 3 years. Skin friendly wetness indicators. Packs of 72.
- Night diapers: Extra padded diapers tailored for 12 hours protection during night. Anti-leakage barrier ensures no surprises during sleep. Packs of 48.
Focus on Comfort, Absorbency and Skin Care
Mea has focused on three key aspects while developing their baby diapers - comfort, high absorbency and skin care. Their diapers come with soft non-woven outer cover and breathable inner lining made of natural plant-based materials to keep baby's skin dry and rash-free. The ultra-thin absorbing core made of super absorbent polymers provides complete dryness by locking away moisture inside. Skin friendly adhesive tapes ensure no leakage or redness on sensitive baby skin even during movements.
Affordable Pricing to Gain Mom's Trust
Mea Baby's diapers are competitively priced between Rs. 75-150 depending on the size and quantity in pack. Considering the existing big players charge upwards of Rs. 150 or more, Mea aims to become the most affordable brand choice of price sensitive moms through competitive pricing. They believe affordable price will help create credibility of the brand and gain customer's initial trial faster.
Promotions Through Digital Media
Mea has chosen digital media platforms as the key medium for their promotional campaigns and building brand awareness among target group of new and expecting mothers. Their advertisements highlight the features and USP's of Mea Baby diapers through catchy visuals and messaging crafted by influencer mothers. The company is also leveraging social media platforms like Facebook and Instagram to engage directly with the consumer community through regular contests, polls and reviews.
Distribution Strategy to Reach Mass
For their distribution strategy, Mea aims to have strong presence across modern retail formats like supers, e-commerce platforms and exclusive Mea Baby stores in Tier I and Tier II cities at launch. In coming months, the company plans to expand retailer base by adding neighborhood kirana stores, medical stores and pharmacy chains to penetrate interiors as well. E-commerce will play a key role to overcome distribution challenges in non-metro areas.
Product Innovation and Expansion Plans
Mea is working on adding more innovative products to their baby diaper range catering to special requirements. A biodegradable diaper and training pants are in pipeline for launch next year. The company is also developing economy diaper packs priced under Rs. 50 to target lowest strata. Going forward, Mea intends to become a complete baby and mother care brand including products like wet wipes, baby creams, bathing essentials etc. Entry into international s with their ‘Make in India’ products will be another focus area in long term plans.
with Mea India Pvt Ltd foraying into baby diapers segment, the Indian consumers now have a new aspirational domestic brand. The company aims to disrupt the category with affordable pricing, innovative products and aggressive ing. If Mea is able to execute their expansion plans well, they have potential to emerging as one of the top players in next 3-5 years. Indian mothers are certain to benefit with enhanced choice and competition in this essential baby care category.
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About Author:
Ravina Pandya, Content Writer, has a strong foothold in the research industry. She specializes in writing well-researched articles from different industries, including food and beverages, information and technology, healthcare, chemical and materials, etc. (https://www.linkedin.com/in/ravina-pandya-1a3984191)
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