If there is one emotion that can travel the world, travel time, cross generations, and cross cultures, it is a mother’s love for her children. Proctor and Gamble is gambling on that emotion and a mother’s desire to provide the best care for her babies, in India. Here, there are more babies than anyplace else, 45 million. That is a lot of babies. A lot of Ammas. And A LOT of diapers.
With increase in GDP and purchasing power, the Indian market for diapers is expected to increase significantly.The world market of baby diaper is expected to touch US $27 billion by 2012. The current demand for baby diapers in India is approximately 100 million pieces / annually and is growing at a brisk 8-10% every year.
With large & growing population of India, rise in income levels, stress on convenience, working couples, and higher mobility & competitive price offerings, growth rate is further anticipated to continue in coming years. Changing preference from traditional cloth diapers (made from cast off clothes and saris) to disposable diapers, increasing income level, and product innovation are the prime reasons for the prospective growth.
Proctor and Gamble has a web presence in India. The website looks similar to sites in other countries, and offers the same repository and resources that mother’s everywhere are wondering about: sleeping patterns, breastfeeding, health questions, developmental milestones. Here on the site, mothers can find child experts, medical doctors, Ammas like themselves. And of course, they can find the stage appropriate pampers for their baby.
There is a large and growing network of Indian Mommy Bloggers who are interested in products and services that make life more enjoyable and convenient for their families. These are some of the most trusted sites that mother’s visit. Many moms rely on the honest opinions on products and services of other mothers. The new school WOM marketing has hit a whole new medium. A mother’s passion is like no other. These moms fit into the following statistic: 90% of users of social media are in the 18-45 year old demographic, a demographic that child bearing fall into. Facebook and Orkut are the top social media sites, and where P&G can expect to find their clients.
Proctor and Gamble has shown interest in the social problems in India, with outreach such as: SHIKSHA’07 BUY P&G brands to help support underprivileged children access their right to education. The fact that India has the world’s largest number of uneducated children is an undeniable challenge, and one that Proctor and Gamble has aligned with. Every time a consumer buys a large pack of Pampers during the months April, May and June, she will have made a definitive contribution towards enabling a child’s right to education.
India is a great producer of babies, and if P&G can find a way into the market (produce quality, economically viable, and environmentally friendly product), than they will have access to great demand, and lots and lots of babies.