SuperBottoms’ Organic Cloth Diapers Are Leakproof, Eco-Friendly And Easy On Baby Skin

Global quality standards are rigorously followed at SuperBottoms to keep babies safe from harmful chemicals and nappy rash

When Pallavi Utagi was a new mom six years ago, she struggled to find a suitable diaper for her newborn. The infant developed a terrible nappy rash from synthetic diapers made of polyester and plastic. Switching to traditional cloth diapers did not help either, as they had absorbency issues and could not be used for long. While hunting for quality nappies, Utagi realised how the standard products in India fall short of requirements. Powered by her research and pharma background, she set up SuperBottoms to offer a baby skin-friendly and green alternative to new parents.

The brand started its journey with cloth diapers but soon expanded to langots (loincloths similar to jockstraps), potty-training pants, a diaper pajama collection with built-in padding and other categories. It also ventured into menstrual care with cloth pads and period-specific underwear. SuperBottoms’ revenue grew nearly 2x in FY22 to hit INR 40 Cr from INR 23 Cr, and it opened its first offline kiosk in a Mumbai mall in October last year.

Unlike regular cloth diapers, SuperBottoms’ UNO range is made of 100% organic cotton to prevent rash, while a waterproof outer layer stops the leaks. Its diapers are certified by Oeko-Tex, a global specialist determining chemical safety standards for textiles, leather and other materials. The startup also adheres to the U.S. CPSIA (The Consumer Product Safety Improvement Act) guidelines, a testimony that its products contain no harmful chemicals like lead and phthalates.

Besides leveraging a strong online presence, it will grow the offline business by setting up more branded kiosks in 2023. SuperBottoms will also run celebrity campaigns to promote brand awareness.