Mitsui joins forces with Kao Corporation to enter India’s diaper market

The Japan-based company Mitsui & Co has joined forces with consumer firm Kao Corporation in order to establish itself in the baby diaper market in India, The Economic Times reports.

Kao Corporation’s product, Merries, will compete with rival companies such as Procter & Gamble’s Pampers and Unicharm.

Merries generates 10bn Yen ($90mn) every year and is currently the leading brand in Japan based on its amount of sales for tape and pants diapers.

Hiromichi Yagi, chairman of Mitsui & Co. India, said: “There is significant growth potential for us in India where the penetration rate of baby diapers is still below 6% despite approximately 25 million babies being born every year.

See more:

“Presently the country is using 4.6 billion pieces of diapers as against its 80 billion potential. Through the launch of Merries, we hope to provide a thrust to the current number."

It has been found that the diaper industry in India is profitable and is currently valued at $800mn but is expected to increase further to $1400mn by 2022.

The increase in the market is believed to be attributed to the rise in the number of working women, in addition to higher disposable incomes and an increasing birth rate in the country.

Share

Featured Articles

Exec interview: Brook Sims, COO, MAC Diversity Recruiters

Passionate about helping others find their voice, diversity leader and COO Brook Sims talks powerful leadership, diverse teams and being a change agent

Best new books that will make you a better leader

From inspiring CEO memoirs to strategic guides, these new books dish up plenty of principles, strategies, and anecdotes to help you become a better boss

5 Mins With: Jeff Li, founder and CEO of Shoplazza

Named in Fortune China’s 40 under 40 for 2022, former Baidu head Jeff Li is the entrepreneurial founder and CEO of ecommerce platform Shoplazza

Workplace special – the changing nature of the office

Leadership & Strategy

Meet Shanique Bonelli-Moore, DEI leader at Clorox

Sustainability

Forterro CEO Dean Forbes – inspirational leadership

Leadership & Strategy