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SuperBottoms enters offline retail; Targets Annual Revenue of 250 cr by FY26

SuperBottoms, India’s leading D2C brand for eco-friendly baby-care products that recently raised USD 3 million, today announces their foray into offline retail business. Founded in 2016 by Pallavi Utagi, SuperBottomshas grown 2X YOY in the last 4 years.

The brand has opened its first kiosk in Mumbai at Rcity Mall Ghatkopar with the objective of building brand distribution as well as visibility. The kiosks display and sell products across its major categories – UNO cloth diapers, Dry Feel Langot, and Potty Training Pants. Along with this, SuperBottoms plans to open 6 kiosks targeting west and north zones by the end of this financial year, while parallelly building a team for General Trade outlets for their other products such as Langots, Underwear, and reusable menstrual hygiene products

Commenting on the expansion into offline retail, Pallavi Utagi, Founder & CEO, SuperBottoms said, “SuperBottoms is on a mission to build cloth diapers in India, which will need parents to learn a completely new cloth diapering concept. And, when it comes to their children, parents have a lot of concerns and questions. Having an offline presence allows parents to feel and touch the product and experience it for themselves before purchasing it. On the business front, India is still a highly offline-oriented market, and if we want to truly develop the category and get it to all the parents in India, going offline is a major lever. Our first kiosk that began in October 2022 has seen phenomenal love and it gives us a lot of motivation to build this network stronger and faster.”

Speaking about the offline expansion, Vinod Khedekar, Chief Operating Officer, SuperBottoms said, “We’re thrilled to foray into offline retail with the launch of our first kiosk, creating a holistic phygital experience for SuperBottoms consumers. For a purpose-led brand like SuperBottoms, venturing to the offline channel will boost awareness and help attain scale via reaching a larger audience on-ground beyond digital. With this we see SuperBottoms reach its next growth phase. With well-trained staff who will assist customers in facilitating convenient shopping, offline stores will ensure that our offerings align with our consumers’ needs and wants”.

Revolutionizing the personal and baby care market with innovative products has been possible by keeping research close but customers closer. Being a consumer-first brand, In 2016 SuperBottoms came up with a community- The Parent Tribe, as a platform to resolve cloth diapering queries for its customers. Now over 75,000 parents strong, Tribe has grown and transformed into an authentic platform of organic reviews, honest feedback, and an interactive community. It has not only been a fundamental source of research and development but their positive word of mouth spreads awareness about cloth diapering thus contributing towards the sales as well. Over and above the products, to create value for our ever-growing community, Tribe is studded with a panel of experts who assist parents with all queries ranging from cloth diapering to breastfeeding to nutrition. SuperBottoms is aiming to grow the community to 1 Lakh parents by the end of this year.  

About SuperBottoms

Founded in 2016 by Pallavi Utagi, SuperBottoms is an online-first sustainable brand of reusable cloth diapers and baby products focused on awareness and increased adoption of reusable cloth diapers in India besides the daily needs of babies & toddlers. Run by a core team of parents, 90% of whom are mothers, it’s trusted by 20 lakh+ parents. SuperBottoms UNO, its flagship product is an organic reusable diaper with the capability to stay dry all night. Made with pure cotton, it is very gentle and safe on the baby’s delicate skin. With one-size-fits-all functionality, it has a patent pending for its innovative buttoning system that enables the same diaper to be used for babies up to 3 years. A leader in the cloth diaper category in India, it’s also a bestseller on marketplaces like Amazon India.

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