Godrej in pact with Shogun Diapers to buy Snuggy brand

New Delhi: Godrej Consumer Products Ltd (GCPL) has entered into an agreement with Shogun Diapers Ltd for the acquisition of the trademark and copyright relating to the brand 'Snuggy,' the first brand of disposable baby diapers to be launched in India.

The acquisition of the brand, which had a turnover of around Rs.5 crore in 2001-02, is a part of GCPL's plan to grow its topline by entering the baby-care category, which is a sizeable sector in India.

Snuggy, launched in 1987, is an established and respected brand. Being the first brand of diapers in the country, it enjoys high brand loyalty as one of the three leading players in the Indian baby diaper market.

"This transaction represents a strategic milestone for GCPL," says GCPL executive director and president Hoshedar K Press. "It will help us to enter a category that is growing rapidly and has high potential, with an established and recognised consumer brand. We will benefit from the brand loyalty that Snuggy commands in the consumers' mind and the consumers will benefit from our expertise, strong distribution network and the guarantee of Godrej quality.

"Our extensive research and development efforts and management expertise will help to grow and expand the business. The acquisition of the brand will also afford us the opportunity to get into other baby products as well as other paper products."

GCPL will also continue to market Godrej Snuggy Adult Protection diapers for adult incontinence.