Nobel Hygiene acquires Godrej’s Snuggy Diapers
One of India’s leading premier disposable hygiene manufacturer, Nobel Hygiene Pvt. Ltd, announces the acquisition of India's first, home-grown baby diaper brand “Snuggy” from Godrej Consumer Products Limited (GCPL).
Founded in 1987 by Shogun Diapers Limited, the “Snuggy” brand is a regional jewel and has a strong market in the four southern states of India. This acquisition marks a full circle for Mr. Kamal Johari, Founder & Managing Director of Nobel Hygiene, as the inspiration to enter the disposable care’s market, came from a brief stint distributing Snuggy diapers, even before the brand was sold to GCPL in the year 2003.
Commenting on the acquisition, Mr. Kamal Johari, Founder & Managing Director, said, “We are fortunate for the excellent timing, as we had our eye on this brand for a few years. Being a specialist, high-quality diaper manufacturer with a passion for excellence; we will do full justice to Snuggy. We hope deliver an excellent product to the relevant target audience, many of whom still recognize the brand”.
The Indian diaper market is estimated to grow at ~26% CAGR. With this acquisition, Nobel Hygiene plans to leverage their manufacturing expertise and provide an enhanced product for Indian babies, and Indian moms. It will greatly help the company drive growth in accordance to their aggressive aims.
The diaper business in India reported total net sales of approximately 5500 crores in the year 2017, out of which approximately Rs 5000 crore is from Baby Diapers.