Table of Contents
Key Points:
- Bidco Africa launches Gental Care Pant Diapers, marking its expansion into the diaper market traditionally dominated by imported brands.
- Bidco’s research reveals a strong market preference for pant diapers, which hold an 80-percent market share in Kenya.
- The company plans to establish a manufacturing facility in Kenya, focusing on local production and employing over 50 percent women.
Bidco Africa, owned by Kenyan tycoon Vimal Shah and renowned for its expertise in edible oils, has ventured into the diaper market with the launch of Gental Care Pant Diapers. This move marks its entry into a sector traditionally dominated by imported brands.
In a statement on July 17, 2024, Bidco revealed that its research into the Kenyan diaper market, currently featuring over 10 international brands, indicated a growing preference for pant diapers over tape diapers, which hold 80 percent of the market share. This trend towards convenience and comfort has driven Bidco’s decision to enter this market.
“Diapers are indispensable in a child’s formative years, and Gental Care Pant Diapers aim to empower our babies to be ‘The Unstoppable’,” said Vimal Shah, CEO of Bidco Africa.
Addressing market needs and educational gaps
Bidco’s market research highlighted a significant gap in accessible diaper care information for mothers, particularly regarding the removal of pant diapers. This finding underscores the need for educational initiatives within the market. In response, Bidco is positioning Gental Care Pant Diapers as a premium-quality product offered at an accessible price.
“One poignant insight uncovered by our team highlights the common misconception among mothers regarding the removal of pant diapers, indicative of the need for educational initiatives within the market,” part of the statement read.
Commitment to local production and employment
Bidco plans to establish a state-of-the-art manufacturing facility in Kenya, emphasizing local production and leveraging their unique insights into maternal needs. The company has committed to employing over 50 percent women at this facility, creating significant employment opportunities.
“Bidco plans to establish a state-of-the-art manufacturing facility in Kenya, with a commitment to employing over 50 percent women,” the statement further read.
A community-centric approach
Beyond product innovation, Bidco’s entry into the baby care sector includes a community-centric approach to maternal and child wellness. The company aims to address crucial topics such as vaccination protocols, essential motherhood guidelines, and comprehensive diaper care practices.
By focusing on local production, community education, and high-quality products, Bidco Africa is set to make a significant impact in the diaper market and improve maternal and child health in Kenya.
