Nobel Hygiene, disposable hygiene products manufacturer, launched its new flagship product – Snuggy Gold Pant-Style Diapers in Kochi, Kerala. Snuggy Gold is the ULTRA Premium variant of the brand and is available in 5 different sizes: New Born, Small, Medium, Large, and X-Large. Snuggy Gold will be available only in pant-style with Wetness Indicator strip, called the “susu meter” which runs along the diaper and changes from yellow to blue to indicate when it is time for a change.
Snuggy Diapers is the country’s first Indian baby diaper brand, launched in 1987 by renowned film producer R ‘GoodKnight’ Mohan. The brand was later acquired by the Godrej group, and then by Nobel Hygiene from the Godrej Group on June 30, 2018. Since its acquisition by Nobel Hygiene, Snuggy has grown nearly 10x its historical value and continues to double its turnover every second year.
Kamal Kumar Johari, Managing Director, Nobel Hygiene, says:“I started my journey with diapers as a Clearing and Forwarding Agent for the Shogun Diapers’ Snuggy Diapers in 1999. Nearly two decades later, in 2018, we acquired the brand from Godrej. Since then, bit by bit, we have worked on restoring the brand to the glory of its early days. It gives me great pride, today, to bring an ultra-premium Snuggy Baby Diaper variant to its mother-market, Kerala. This diaper has been crafted keeping in mind every mother who, over four decades, placed their trust in our brand. I am confident the Snuggy Gold Diaper, the gold standard in baby diapers, will be received with great enthusiasm by our customers in India and abroad.”
The Made in India Snuggy Gold Diaper, is softer, cushier, and far more absorbent than the other products in this segment. The colorful outer layer or backsheet enhances the product’s aesthetic and adds to the cuteness quotient of the diaper. Softer-than-cotton, with a super-soft elastic band, the diaper has been created especially keeping in mind the bodies and comfort of Indian babies. Nobel Hygiene, with its innovation, has redefined the Gold standard in Indian Baby diapers.
The Snuggy Gold brand film was also launched across the brand’s digital presence. The film has been shot in Kerala, a state closely linked to the history and ethos of the brand. The film, which features a mother in a snake boat being rowed by locals to her newborn child,is a quirky take on the wetness indicator that signals to mothers everywhere when it’s time for a diaper change.The brand’s TV campaign will kick off in the first week of April.
The brand will also be running a campaign featuring 25+ Kerala-based influencers on its digital platforms illustrating its premium features. Outdoor activations will be placed with 1500+ leading retailers across Kerala. Snuggy is exported to countries across Asia and the African subcontinent and commands a loyal user base in Saudi Arabia and UAE.