SuperBottoms enters offline retail with first kiosk in Mumbai

D2C brand for eco-friendly baby-care products, SuperBottoms has announced its foray into offline retail business.

Founded in 2016 by Pallavi Utagi, 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.

Utagi 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.”

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”.

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