SuperBottoms: Cloth Diapers Trading Business in India
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Diapers are one of the essential things you’ll need for your little one. Making sure your baby’s bum stays clean and dry is crucial for baby’s comfort and to avoid diaper rash. Expect to become a diaper-slinging pro in no time—most newborns go through about 10 or more diapers every day. That’s more than 300 changes in the first month, but who’s counting?
From changing diapers to starting a cloth diaper business for Pallavi Utagi; (Founder, Superbottoms) she took the traditional route and introduced cotton-based coregistered diapers as an alternative to the disposable diaper industry.
SuperBottoms- Company Highlights
| Company Name | SuperBottoms |
|---|---|
| Headquarters | Mumbai |
| Founder | Pallavi Utagi |
| Founded | 2016 |
| Sector | Baby Care & Parenting |
| Website | superbottoms.com |
| Registered Entity Name | Navashya Consumer Products Pvt Ltd |
SuperBottoms- About
SuperBottoms- Founder
How Was SuperBottoms Founded
SuperBottoms- Name, Logo and Tagline
SuperBottoms- Vision and Mission
SuperBottoms- Target Market Size
SuperBottoms- Product/ Services
SuperBottoms- Startup Launch
SuperBottoms- Challenges
SuperBottoms- Marketing Campaign
SuperBottoms- Funding
SuperBottoms- Competitors
SuperBottoms- Tools
SuperBottoms- Recognition and Achievements
SuperBottoms- Future Plans
SuperBottoms - FAQs
SuperBottoms- About
SuperBottoms makes baby diapers made of 100% cloth. These are an alternative to the two types of commonly known diapering systems – Langots and disposable diapers, and give the goodness of langots and the performance and convenience of disposable diapers. SuperBottoms is trying to establish a completely new category almost single handedly. Unlike regular diapers, Pallavi shifted the focus of many parents to Cloth Diapers which turned out to be valuable for the Diaper Business in India.
SuperBottoms’ mother company is – Navashya Consumer Products Pvt Ltd, which also owns a brand called BASIC which is an economy range of diapers for economy conscious customers.
Rishabh Rathi
SuperBottoms- Founder
SuperBottoms is founded by Pallavi Utagi.
SuperBottoms is ably supported by Pallavi’s husband in search for a skin friendly diapering option for their son when he was born. Their current team size is 35. Since most of the members in the team are mothers, they operate remotely and are extremely result oriented in nature. Â
As for their hiring funda, SuperBottoms checks if the person is self-driven. Considering that they do not have the visibility into the candidates’ routine, they trust them fully to do their work as required. Considering this, it is important for them to hire team members who are result oriented in their approach.
How Was SuperBottoms Founded
It all started with a rash – when Pallavi had her own baby and used disposable diapers on him, it gave him rashes despite of various claims, and then she realised that the baby had a sensitive skin, so diapers can be pretty harsh. Upon checking with other mothers, she found out that this is a very common issue faced by a lot of babies. Also, as a parent, she faced the challenges of diapering a baby in traditional cloth nappies.
Then, her research started for an alternative. Cloth Diapers were already becoming popular in the US. Pallavi got a few from there but they were not very well fitted for Indian babies. She decided to follow this idea – make cloth diapers which were suitable for Indian babies and have Indianized prints which were quirky and cute! Soon, Pallavi gave a few to her friends who had their babies and they totally loved it! Before she knew it, it started selling like hot cakes and it’s them now!
Superbottoms was born out of a personal passion for a sustainable lifestyle. Those 3 crore babies are born each year with each using 5000 diapers in their lifetime, the number of diapers landing in landfills was disturbingly huge! As such, Pallavi saw a clear need for a product that would give the convenience of diapers while not harming the environment and baby’s skin.
Some of her very first customers joined the team and so the team grew, and now they have a team of mostly moms and dads who have personally used the products on their own babies. SuperBottoms is super passionate about the concept and they have lapped up the chance to be a part of this revolution.
Rishabh Rathi
SuperBottoms- Name, Logo and Tagline
SuperBottoms underwent a complete brand revamp exercise to align itself with the consumer needs – stated and unstated. As a part of this exercise, they refreshed their logo as well to signify their core values.
Softness and gentleness of the product have been a key USP of their products. As a brand, SuperBottoms is honest with its customers which has built a very high level of trust and loyalty for the brand. In fact, they enjoy a loyalty rate of more than 40%! They wanted these values to be reflected in their mascot and logo as well.
Hence, a Bummy was introduced to the logo and as a mascot. Bummy is cute, soft, gentle, innocent and fun as well! Fun is also what SuperBottoms as a brand wants to bring into the lives of parents, who often feel overwhelmed by the pressures of being new parents.
SuperBottoms- Vision and Mission
SuperBottoms’ long-term vision is to establish the category of reusable cloth diapers in India and own the category. The company wishes to make cloth usage mainstream in the world of baby hygiene, when modern convenience focused products like disposable diapers are slowly gaining penetration in the market while posing a big harm to the environment. SuperBottoms offers sustainable products which provide long term value to customers for conscious parents. Sustainability runs at the core of the brand – from sustainable products to sustainable packaging and actions like upcycling of returned products, SuperBottoms takes pride in their little contribution to the planet.
Rishabh Rathi
Their short-term goal is to create awareness about the category where new parents do not know that such an option of diapering which combines their wishes of skin friendliness and convenience exists and is available to them.
In the age where people are seeking traditional wisdom in modern formats, this product fits perfectly with the mindset of conscious parents who believe that when it comes to their newborns, health comes first and if presented an option they would choose a product which given them this dream combination.
SuperBottoms- Target Market Size
There are about 3 crores babies born in India each year. Disposable diapers though very high on awareness still have a penetration of less than 10% as most people prefer using cotton nappies for their children for most part of their day as they understand that natural fabrics are the best for their baby’s delicate skin and they avoid using disposable diapers as much as possible. This inherent understanding of benefits of cloth paves the way for a huge opportunity of a diaper made of cloth and SuperBottoms sees it becoming a preferred way of diapering for the babies in the coming years.
SuperBottoms- Product/ Services
SuperBottoms makes 100% washable and reusable cloth diapers. These diapers contain three parts: a waterproof outer made which is leakproof, a set of pads which is made of multiple layers of 100% organic cotton which does the job of absorbency and a top SuperDryFeel â„¢ layer on the pad which gives the feeling of dryness to the baby.
The best part about SuperBottoms UNO is that despite being made of cloth it gives the performance of a disposable diaper – waterproofing, dry feeling and a high absorption level! It even lasts all night for the baby! This concept is quite unbelievable for most people who hear about it for the first time.
The most important benefit of the product is that, being made of organic cotton it is extremely skin friendly for the sensitive skin of newborn babies as against disposable diapers which are made of harmful chemicals and plastics which often cause rashes to delicate baby’s skins. The same diaper can be sized and fits a baby throughout their entire diapering stage which turns out to be at least 70% cheaper than disposable options. Of course, being washable and reusable the product does not sit in a landfill after use and cause environmental pollution.
As a Direct-to-Consumer brand with a very strong social media community called SuperBottoms Family on Facebook, they are very close to the customers and engage with thousands of customers on an everyday basis listening to their said and unsaid needs, and taking their feedback.
Innovation is the most important tenet of the brand and the current diaper the brand sells is actually the 6th version of their product! From adopting the latest in fabric technology to getting US safety certified seal to engaging with popular designers like Alicia Souza for designing the diaper prints to building a knowledge base and using that to handhold customers in their cloth diapering journey, SuperBottoms has been a brand of multiple 1sts.
Vidhi Punamiya
SuperBottoms- Startup Launch
SuperBottoms enjoys a repeat rate of 40% + which is extremely high in consumer products segment. They have received an overwhelming amount of organic User Generated Content on an everyday basis. When SuperBottoms won KSP Best Eco-friendly Diaper Brand for the 3 times in a row, their Facebook community and social media were flooded with messages that their customers felt that they had won the award!
This kind of brand loyalty that SuperBottoms enjoys is unmatched for a consumer product! For 3 years SuperBottoms ran on purely positive word-of-mouth which was purely organic! After their angel round of fund about a year back, they started doing a bit of social media ads on a limited basis.
The company thinks superior quality of products and a superlative customer service is what helps them to retain customers.
Vidhi Punamiya
SuperBottoms- Challenges
One of their biggest challenges has always been about educating the parents about cloth diapering and its benefits. Also, post-purchase usage and troubleshooting.
All of this, without having a physical presence in stores and with a digitally native business was the key challenge. SuperBottoms initially got on board a call-center setup which was too ‘professional’, and they realised parents were not really happy with the interactions. They then conceptualised the ‘momsconnect team’ which is a team of mothers, who have been their customers, working out of their homes!
This team today handles 800+ queries a day in the most professional yet empathetic manner and today, their customer service is one of the most important pillars of SuperBottoms’ success.
SuperBottoms- Marketing Campaign
Organically generated, positive word of mouth is SuperBottoms’ biggest campaign till now. They believe in making the customer truly happy that they spread good word about the brand and it has helped them till now.
However, they have to make the next leap from here, and they are looking at mass campaign very soon to establish the category and create brand awareness.
Rishita Jain
Superbottoms brand ambassador is Indian superstar Alia Bhatt who is investor too. The company is taking the lead in the "Guilt-Free Diapering" movement in India. They're giving parents the option to choose safe and environmentally-friendly cloth diapers, like the UNO-powered 12HR Cloth Diaper. This helps parents avoid diapers with harsh chemicals and plastic, which are not good for babies' skin or the planet. Instead, parents can opt for cloth diapers that are better for both their little ones and the environment.
SuperBottoms- Funding
Supperbottoms on August, 2023 successfully raised Rs 375 million($5 million) in a Series A1 funding round, with Lok Capital and Sharrp Ventures as the key investors. The secured funds will be instrumental for Supperbottoms as it charts its course forward, with plans to diversify its product range and strengthen its offline growth strategies.
"With the funds raised, we aim to drive initiatives that spread awareness about cloth diapering to a wider audience throughout the country," said Pallavi Utagi, Founder of SuperBottoms.
| Date | Stage | Amount | Investors |
|---|---|---|---|
| August 23, 2023 | Series A | Rs 375 million | Lok Capital, Sharrp ventures |
| Jul 20, 2023 | Funding Round - SuperBottoms | - | Alia Bhatt |
| May 12, 2022 | Series A- SupperBottoms | Rs 225 million | DSG Consumer Partners, Saama Capital |
| Nov 9, 2021 | Debt Financing - SuperBottoms | Rs 35 million | Alteria Capital |
| Apr 7, 2021 | Series A - SupperBottoms | Rs 140 million | DSG Consumer Partners, Saama Capital |
| Jan 1, 2020 | Seed Round SuperBottoms | - | DSG Consumer Partners |
| Nov 1, 2018 | Seed Round SupperBottoms | Rs 16 milion | Titan Capital |
In April 2021, Superbottoms has raised $ 2 million in series A funding from Saama Capital and DSG consumer partners. The latest funding round was raised on August 23, 2023.
SuperBottoms- Competitors
SuperBottoms is the leader by far in the cloth diaper category in India. Some of the other brands that exist in the market are Babyhug, Bumpadum, Bumberry, A Toddler Thing. They are the bestselling brand on Amazon as well in the baby cloth diaper category.
SuperBottoms- Tools
- Unicommerce
- Slack
SuperBottoms- Recognition and Achievements
SuperBottoms has won the KSP (Kids Stop Press) Awards, a popular baby awards for the Best Eco-friendly Diaper Brand for 3 years in a row – from 2017 to 2019. They won the Retail Association of India award in 2018 for Best Retail Channel Strategy for their Mom Ambassador program.
SuperBottoms- Future Plans
SuperBottoms is a digitally native brand and will continue to be so for the next 18-24 months. Most of their business happens via their brand website because the customers are aware of the brand and love the same. They plan to make SuperBottoms a 100cr brand in the next three years.
SuperBottoms - FAQs
What is Superbottoms UNO?
Superbottoms UNO is a washable and reusable cloth diaper. It gives the performance of a disposable diaper – waterproofing, dry feeling and a high absorption level.
Which cloth diaper is best in India?
Superbottoms Plus Uno Reusable Cloth Diaper is the best cloth diaper.
Who are the top competitors of Superbottoms?
Superbottoms' top competitors are Huggies, Pampers, Babyhug, Bumpadum, Bumberry, Tesco, Johnson & Johnson, and Kimberly-Clark.
Who is the founder of Superbottoms?
Pallavi Utagi is the founder of SuperBottoms.
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