MUMBAI: Indian disposable hygiene manufacturer, Nobel Hygiene, has acquired Godrej consumer products’ diaper brand Snuggy. 

Founded in 1987 by Shogun Diapers, the Snuggy brand is a regional jewel and has a strong market in four southern states of India. 

This acquisition marks a full circle for Nobel Hygiene’s founder and managing director Kamal Johari 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.

Johari 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 to deliver an excellent product to the relevant target audience, many of whom still recognise the brand.”

The Indian diaper market is estimated to grow at 26 per cent CAGR. With this acquisition, Nobel Hygiene plans to leverage its manufacturing expertise and provide an enhanced product for Indian babies and Indian moms. It will greatly help the company drive growth in accordance with its aggressive aims.

The diaper business in India reported total net sales of approximately Rs 5500 crore in the year 2017, out of which approximately Rs 5000 crore is from baby diapers.