Pampers marketing disposables to India

Want another reason to dislike Pampers? Proctor and Gamble, the makers of Pampers disposable diapers, is targeting India in a new effort to raise profits, according to the Business Courier of Cincinnati.  Among other brands they will be introducing to the Indian market, they will be pushing an inexpensive disposable diaper.  If successful these new efforts will result in 40 billion dollars in added profit.

Even more disturbing, a powerpoint on various technologies had a slide specifically on the development of this new diaper.

Picture 9

  • CEO challenged innovation team to create a disposable diaper that costs no more than an egg
  • Technological innovation drove access to a game-changing price point
  • Pampers Magic Knickers making inroads to 130 million cloth-diapered children

Pampers Magic Knickers, costing 12 cents a diaper, is going to make its way to India soon.  While this doesn’t seem like big news, you have to consider that most Indian consumers use cloth diapers.

If you read between the line, Proctor and Gamble is actively seeking to market to traditional cloth diaper users, offering them a “cheap and easy” alternative.

Do you know what I think?  P&G is seeing how the modern cloth diaper is gaining popularity in the US and other countries with convenient laundry access.  Now, they are targeting India with their most inexpensive diaper.  Indian consumers may not be able to afford an 18.00 cloth diaper, but if it came to a choice between traditional cloth diapering and home laundering and a .12 disposable, they may choose the disposable.

If all 130 million cloth diapered babies in India switched to disposables this would equal 780 billion disposable diapers used.*

I came across a blog with an entry titled “The Nappy Confusion” that had the breakdown of cloth diapers versus disposables in India.  (I highly suggest reading the entire post for perspective, as well as the comments) Disposables at the time of the post (2007) cost 1,500 Rs per month.  In US dollars that is 33.50.  I don’t know about you but 33 dollars a month isn’t too far off what Americans spend, yet the cost of living is vastly different in the India.  I imagine for many Indians 33.00 a month is far too much, which is why cloth diapers are the norm.  Many Indians use old clothing or cotton and make their own diapers, which means the diapers are virtually free.

I do not profess to be an expert on diapering needs in India, but I do see the underhanded motives of P&G and the effect that disposable diapers  could potentially have on the health and environment of a country.  I only hope that tradition and frugality will win over “convenience”

*numbers based on Real Diaper Association’s estimate that the average baby will use 6,000 diapers over the course of 2 years.
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  • I aquate it to Nestle selling their cheapest formula in Ethiopia. Okay, I guess it is not AS BAD. Since even if it is a sub standard diaper we are not talking about the health of the babies being compromised. But still it is taking advantage of people who are in desperate need and using the fact that they are vulnerable. And the truth is these people cannot afford it – well, at least the people of Ethiopia, I do not know about India. But that money (again at least in Ethiopia) quite literally takes the food out of some families mouths. They cannot afford it.
    .-= Upstatemomof3´s last blog ..To Bed Or Not To Bed =-.

  • They were also hitting up the Philippines while I was there. Their commercials were bragging that one diaper could last TWELVE HOURS! I should have taped it! Same in India, Thailand, but I didn’t see in China. 🙁
    .-= Angela´s last blog ..DIY -Placenta Encapsulation steps for at home =-.

  • I saw something about marketing in Africa as well and was SO angry. American corporations should be ASHAMED of themselves for even considering this. Formula the same way. The use of formula in SE Asia was taking up 25% of the family’s income. Think about that. It probably costs more for them in formula than housing. SHAME!
    .-= Jill´s last blog ..Love, but different =-.

  • The average annual income is 34551 (around $735 US) and take 1500×12 and you get 18,000… yup, they would spend MORE than half their income on disposables if they used them full time.
    .-= Jill´s last blog ..Love, but different =-.

  • This is just disgusting. Utterly disgusting. And I think it IS at bad as Nestle and the cheap formula- there are already tons of nasty chemicals in sposies- I can’t even imagine how many MORE gross chemicals are is these super cheap .12 cent sposies. That can’t be healthy for a baby.
    .-= Alycia C.´s last blog ..Moments =-.

  • I have something for you on my blog! Hope you’ll join in!

  • I love cloth diapering and am so happy that I am able to do it. However, it is nice to have the option of diapering however I choose. Many women in India are extremely poor and do not have the same luxuries that for us make cloth diapering a relatively simple option (for example, they certainly do not have dryers and most do not even have washing machines). These women probably spend a huge chunk of their time cloth diapering, and perhaps would enjoy being able to devote that time to some other activity. I agree that disposables are an inferior product, but I think we take it for granted that we have the luxury of being able to choose from so many options. Many mothers in India will probably choose to still cloth diaper, and some will decide that it is best for their families to switch to disposables. I support whatever decision allows a mother to provide the best possible upbringing for her precious babies.

  • This is interesting as we visited Fiji last year and while Pampers aren’t available there Huggies and a number of Australian brands are. There is a recent push in Fiji to use formula and disposable diapers. I wish this wasn’t he case but we were happy to be able to find disposable diapers for our two little ones while there especially since the water was off for days at a time and having a washing machine is quite the luxury there.

  • Mythoughts

    India already has a problem with disposing of waist and they have some serious issues with that in some poorer areas. These disposable diapers will confound those issues even more. 130 million cloth diapered babies switching to disposable diapers would astronomically increase the landfill waist problems.

  • You have given
    most relevant cloth diapered babies information. This is amazing that it’s
    going to increase day by day.


    Modern Moms that have tried disposables in India are making a switch back to cloth nappies especially with the launch of products like bumGenius and Flip to the Indian market through  I don’t feel good about putting a disposable diaper on my baby no matter how cheap it is because I know of the carbon footprint I am leaving behind.  I also feel my baby is much healthier in modern cloth diapers then in a chemical diaper.