SuperBottoms is building a modern-day consumer brand that provides sustainable cloth diapering, bottom wear, and other apparel targeting newborn babies and young children. The Company’s core product philosophy is anchored in designing gentle, chemical-free, reusable baby care products – from cloth diapers and nappies to padded and cloth underwear – available at an affordable price.
The Indian diaper market has been dominated by unorganized conventional cloth nappies, which account for ~96% of the total market. While these are available in mom-and-pop stores and flea markets, there is no go-to brand for cloth nappies in India.
Started by a mother looking for a solution for her own son, the brand is driven by a mission to increase the adoption of reusable cloth diapers. It has emerged as the most innovative and prominent brand in this nascent category. Young Indian parents proactively seeking eco-friendly and sustainable products for their babies have become loyal customers and highly engaged brand ambassadors.