Sandbox Innovation – ‘mowgli Diapers’

Sandbox Innovation – ‘Mowgli Diapers’

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Following the Sanitary Pad Revolution brought about by Arunachalam Muruganantham, we are proposing the concept of low cost ‘baby diapers’- Rs. 3 per diaper.  Our diaper brand ‘Mowgli’ can be targeted at lower-middle class residing in tier II/III cities and semi-rural areas. The profit earned can be used to offer diapers for free to  the needy, Bottom-of-the-pyramid (BOP) through NGOs.

Advantages of diapers: 

• Keeps the baby healthy and germs free
• Protects the  baby from catching cold due to wetness while sleeping on cold nights
• Offers undisturbed sleep that is beneficial for baby’s growth

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Sandbox Innovation Framework

The four sides of the sandbox are the identified constraints, detailed below -

World Class Quality: Since it is meant for the kids who have very sensitive skins, the quality and hygiene can’t be compromised. Mowgli diapers will be undergo extensive quality control check which will raise our costs.

Universal Access: Mass availability of the product, to the kind of people we are targetting, can be a constraint due to poor roads, lack of proper transportation, etc.  These diapers will be made available in all the medical stores, government hospitals, dispensaries & local kirana shops so that it's within the easy reach of its target customers.

New Price Performance levels: If we consider Mamy Poko pants and similar brands, the low-cost ones – they are around Rs.9 per diaper. They have set this as the price after extensive promotion and significant investment in distribution channels.

In our innovation, keeping in mind the rural manufacture set up, low cost of labour and centralized raw material procurement system, this innovation can achieve significant price reduction. The target here does not have to be break even or achieve a high profit margin, the basic cost plus model with just sufficient mark-up percentage should be the model adopted to begin with.  

Scalability: In India, of late, the hygiene industry is experiencing an unprecedented growth as hygiene products are being adopted into the lifestyle of the masses. According to “India Diaper Market Outlook, 2021”, India’s diaper market was growing with a CAGR of 22.23% over the past five years. In a country with birth rate of 19.3 births/1,000 population (as per 2016 est.)  there is huge potential of diapers.

Considering our low cost business model there is huge opportunity for scaling up.

Within these four sides of sandbox, significant creativity and innovation is possible by focussing on following areas -