Despite pandemic, the growth of all our products was quite significant, says Vivek Bhatnagar of Nobel Hygiene

Nobel Hygiene, which manufactures adult, baby diapers and sanitary pads in India, will focus on coming up with solutions for consumer problems in the category and continue to create conversations to drive awareness in the coming years.

In Diwali, usually, the brand sees a spike in sales as people usually travel and socialise during the festive season.

“This year due to the pandemic, the brand’s growth was a little slower but was still quite significant for all our products,” said Vivek Bhatnagar, Vice-President, Sales and Supply Chain of Nobel Hygiene.

The brand believes in not influencing its purchase in the guise of the festivities. “A component of effective marketing also knows when to not market. Festivals are an occasion to share our happiness and celebrate the trust our consumers have placed on us; launches and discounts are not the dominating points,” Bhatnagar said.

Bhatnagar said there is huge momentum for 2020 in terms of general and personal hygiene, carried forward through the Swacch Bharat Abhiyan and now the enhanced participation of people because of Covid. It will accelerate the growth and drive adoption of adult diapers. “This will ensure that we surpass our annual goal in spite of the pandemic.”

Speaking on which medium gave an immediate response from the consumer this year, Bhatnagar said, “This year, the response to the digital medium has been significantly better as everything went digital and so did our customers.  Content consumption on digital platforms has been a growing trend and I think we will see this growing in the coming years too.”

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