How SuperBottoms is Catering to Both Babies and Mothers

SuperBottoms can be termed to be one of India’s leading sustainable brands offering innovative products in both baby and mom essentials categories. The brand was incepted by Pallavi Utagi in an attempt to find premium products for her own son.

“American products were great, but not completely suited for Indian babies, owing to the difference in sizes. Moreover, those brands did not prioritize dryness, an issue Indian mothers are particular about and the Indian market preferred quirky prints and bright colors,” said Pallavi Utagi, Founder and CEO, SuperBottoms.

Being from the pharma industry and having worked with Strides Acrolab and Piramal Healthcare, allowed Utagi to create products that not just suited the Indian market but are of premium quality.

With its vision not just limited to building a brand but building an entirely new category in a high-involvement space dominated by giants, Utagi’s personal insight into the needs of the customers has enabled SuperBottoms to bridge the gap. It has further allowed the brand to stay true to its vision of being a trusted and valued parenting partner that creates sustainable, high-quality products for mothers and babies.

With over 74,000 members in its ParentTribe, the brand has raised Rs 22.5 crore in the Series A round co-led by DSG Consumer Partners and Saama Capital.

Options Galore

Present in the Mom and Baby wellness, Daily Essentials category as well as Apparel for kids, SuperBottoms has further expanded into the female wellness and hygiene segment with the launch of India’s maximum absorbent Period Underwear- MaxAbsorb.

The said underwear is ideal for new mothers facing incontinence and bladder leaks postpartum. It offers full coverage, stretchy, soft, breathable, and rash-free periods with quality fabric, unlike sanitary pads. The four-layered antimicrobial underwear is a blend of 60 percent bamboo, 35 percent pure cotton, and 5 percent lycra assuring 8-10 hours of dry comfort and zero leaks.

Moreover, the brand further offers a one-of-its-kind Upcycled Toys range - SuperBuddies which are handmade from upcycled fabric and recycled poly filling.

“Kids cuddle toys, and often chew them, however, most commercial toys are not necessarily safe, SuperBottoms’ toys are made with organic materials printed with Azo-free dyes, and no sharp edges in the design ensuring that precious li’l ones’ first buddies are SuperBuddies,” said Utagi.

Brand’s USP

Being a parenting partner, the brand is driven to curate solutions while upholding values of quality innovation, conscious parenting, and sustainability by offering the world's simplest ever cloth diaper, and the gender, race, color, and neutral conduct, SuperBottoms walks the talk.

In an attempt to design a hand-held experience for customers, the brand has set up a team of 40 mothers operating out of 27 different cities in India that manage over 2,000 customers on a regular basis known as Mitr, who are present in the smallest corners of the country.

Moreover, the brand offers diapers that can fit for 3 years, enabling an efficient reduction of 15 percent to 30 percent in production wastage on a yearly basis.

“We are the only CPSIA-certified brand in India. With the help of R&D, we are able to make products that last long and grow with the baby. By doing this we created the world’s simplest cloth diaper that is a patent pending design. Understanding parents' needs we also created India's first potty training pants, every product is made of 100 percent organic cotton, they are one size fits all, washable and reusable,” stated Pallavi Utagi.

SuperBottoms and Innovation

As a brand, SuperBottoms believes in constant innovation to upgrade its products and offer premium products to its customers.

With its community helping the brand with sound feedback, it is able to work toward the customers’ needs. The brand innovated cloth diapers and langots with various snaps and loops that can be adjusted as the baby grows and also introduced extender bands that make the waist width adjustable. Furthermore, its Dry Feel Magic Pad increases the use time of diapers and helps babies stay dry for more than 12 hours.

“We ensure that we innovate as per need, parents often find it difficult to transition their baby to diaper-free time while potty training them. To make sure this phase is handled well, we developed potty training pants. For seasonal needs, we developed Diaper Pants that keep the baby cozy and warm during winters,” added Utagi.

Circular Economy Initiative

In their endeavor towards becoming the epitome of sustainability, SuperBottoms is upcycling the extra fabric leftover from producing their range of beloved sustainable baby essentials enabling an efficient reduction of 15 percent to 30 percent in production wastage on a yearly basis.

On a similar note, the brand has innovated SuperBuddies handmade from upcycled fabric and recycled poly filling.

Research estimates state that more than 1 million tonnes of textile waste end up in landfills, in India alone. The brand’s 100 percent safe, soft, and sensory toys for babies are produced by employing healthy supply chain management along with thoughtful disposal. With SuperBuddies, the brand is going above and beyond to uphold its promise to empower every possible sustainable choice.

Growth and Marketing

Doubling its revenue since its inception in 2018, the brand has raised over $6 million and has raised Rs 22.5 crore in the Series A round co-led by DSG Consumer Partners and Saama Capital.

The brand further is aiming to expand its offline presence via 2 channels - Branded Kiosks and General Trade. With the branded kiosks, the brand is looking into generating first-hand interaction with customers, to build awareness while with general trade it is working towards reaching out to local baby products and garment stores, especially for its langot and underwear range.

“We feel the offline channels will complement our online channels becoming a key to penetrating deeper into the country,” asserted Pallavi.

Future Plans

With its current focus on its key product, UNO diapers, menstrual range, and everyday essentials segment for mothers and babies, SuperBottoms aims to become the leading bottom-wear brand in the country providing good quality products.

“Currently, the Indian market, especially in langots and underwear segment, is highly unorganized. We hope to organize the market by giving parents what I never had as a new mom that is a trustworthy, comfortable, and safe brand that they can use for their baby, worry-free,” concluded Pallavi Utagi.