Founded in 2016 by Pallavi Utagi, SuperBottoms sells reusable cloth diapers for babies. It claims to sell more than 30,000 diapers on a monthly basis through its own website and other e-commerce platforms.
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The company had earlier raised Rs 1.6 crore from Titan Capital, the investment vehicle of Snapdeal founders Kunal Bahl and Rohit Bansal, and early-stage startup investor Venture Catalysts in November 2018. DSG Consumer Partners had also backed the firm in January last year.
“At Saama Capital, we believe there is unmet demand in the baby care segment. There is a clear consumer shift towards better-for-you, high-quality products across verticals,” said Ash Lilani, managing partner at Saama Capital. “SuperBottoms’ user-first approach and strong brand recall excites us. We are very excited to partner Pallavi in SuperBottoms’ journey to be the brand of choice for baby products.”
SuperBottoms plans to use the funds raised to invest in awareness initiatives around cloth diapers to a larger audience base, Utagi said in a statement.
“Cloth diaper penetration in India is expected to reach global levels due to the preference of Indians for cloth nappies. SuperBottoms being the market leader is well poised to lead the same. We are bullish on the underserved baby care segment in the country,” said Deepak Shahdadpuri, managing director at DSG Consumer Partners.