Flamingo Forays into the Adult Diaper Category

Ascent Meditech Limited anticipates tapping a big opportunity with an 8-10 percent topline growth rate with Flamingo's latest brand extension move.
Flamingo Forays into the Adult Diaper Category

Flamingo, the flagship brand of Ascent Meditech Ltd., has extended its personal protection portfolio by entering into a new category of adult diapers. With more than 3 decades of operations and innovative deliverance through their personal protection and protective healthcare portfolio, Ascent Meditech Limited anticipates tapping a big opportunity with an 8-10 percent topline growth rate with Flamingo's latest brand extension move.  

In its pilot phase, Flamingo Adult Diapers has witnessed greater acceptability in urban areas of the states of Maharashtra, Gujarat, Karnataka, Tamil Nadu, Delhi, West Bengal, etc. With a presence in over a lakh chemist shops across India, brand Flamingo has also created easy access to their latest entrant -  Adult Diapers in Tier-I and-II towns of these states as well. Furthermore, Flamingo Adult Diapers will also be available at major online marketplaces and on the brand’s D2C online platform. 

Speaking about the big entry, Rajiv Mistry, Founder & Managing Director said, "Brand Flamingo has always upheld the founding values of Care, Protection and being Independent. Without compromising on values and with an objective to strengthen the growing Personal Protection category, our entry into the Diaper category and introducing Flamingo Adult Diapers as a brand extension was but natural. Moreover, The adult diaper category has an organized market size of Rs 500 crore and it is growing in the range of  22-25 percent annually which projects great growth opportunities as well as better ROI."

Expressing his opinions about the extension and the opportunities the market has to offer, Rakesh Kumar, VP – Sales & Marketing stated, "The Adult Diaper market is still young in India with just 3 percent penetration. This presents a unique opportunity for one of India’s Most Trusted brands to develop awareness and grow the market. We are confident about our differentiated positioning on the platform of ‘Care’ which has been further endorsed by our brand ambassador Hrithik Roshan. The endorsement of our positioning clubbed with our widespread reach across India would help us penetrate in both Tier I and Tier II towns."

With competition positioning adult diapers on the platform of being free/ independent a legacy brand, Flamingo has differentiated its product positioning on the platform of Care. Considering it is the caregivers who would be purchasing the product for elders (old age), brand Flamingo has strategically used the image of its brand ambassador viz. Hrithik Roshan on packaging whereby he is endorsing the product under the platform of Care thereby driving awareness. Topping it up, brand Flamingo has differentiated its packaging from the competition by using bold catchy colors to attract the caregivers’ eye. Lastly, with positioning the product under the platform of ‘Care’, brand Flamingo endeavors to communicate with caregivers about their need to take care of elders as they did take care of them when they were kids.   

The new brand extension move by Flamingo also coincides with the normalcy returning to the Indian economy wherein the consumer behavior and buying patterns are rebounding to pre-Covid levels. In the nascent stage of the pandemic, Band Flamingo, in its endeavor to protect consumers from the widespread pandemic, had entered into the Personal Protection segment with the introduction of Flame Mask, etc. COVID has drastically changed the behavior of Indian consumers and they have become hygiene cautious. Social distancing has further strengthened the thought of “care at home” for elderly persons rather than care at hospitals. In view of this and the attractive growth opportunity presented in the adult diaper category, brand Flamingo has strategically entered into this segment.

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