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SuperBottom by a Super Mom for your Super kids
 
Ibin Kandavanam

While newborn moms are running behind eco-friendly products to nurture their babies, Pallavi found out the best for her four year old son Kabir.

Pallavi's idea of Superbottoms, cloth diapers for children was actually a boon to other moms too. An engineer by background from Govt. College of Engineering, Pune and an MMS in marketing from Jamnalal Bajaj Institute, Mumbai, Pallavi comes from a strong brand management and consumer products experience which helped her with Superbottoms as well.

My son's first rash was the motivation behind establishing Superbottoms, says Pallavi. While I was not completely happy with disposable diapers anyway, I, like most new mothers, was not really looking for alternatives until I saw the reaction on my son's skin. That truly prompted me to find an alternative that was convenient and gentle at the same time.



* What are the features of reusable cloth diapers?
Reusable or advanced cloth diapers like Superbottoms have the following main features -

1. They have a SUPER DRY FEEL layer on top keeping baby skin dry.
2. They are free size. So the diapers fit babies as young as three months, and they grow with the baby, as the baby grows.
3. They are made of a waterproof cloth which ensures all the mess is contained within.
4. Depending on the type, the diapers can last up to 12 hours too!



* Do you think the product would fight against plastic waste?
Disposable diapers are plastic and they last on the planet for a good 500+ years. As such, when one bans plastic, disposable diapers are often ignored because people do not realize the significance or scale of the pollution.

With three crore babies born / year in India, and each baby using up to 4-5 diapers/day, each baby easily ends up using 5000 diapers over a period of 3-4 years! 3 Cr x 5000 diapers is a huge burden on planet earth. So when we talk of the plastic ban, we must also talk of banning the disposable diapers because we do have a lovely alternative that combines the convenience of disposable diapers in the goodness of cloth!

* How much safe is this to kids?
Superbottoms Advanced Cloth Diapers are made of cloth. The absorbing is done by layers of cloth and NOT by chemicals. Going further, the diapers also come in variants with Organic Cotton which ensures the fabrics are truly gentle on baby skin.

I would also recommend to always go for CPSIA (Child Product Safety Tested) cloth diaper brands to be sure that the product is tested for lead/phthalates and such elements as well.

* Any other baby products other than diapers?
The superbottoms is a brand of sustainable baby hygiene products. Apart from advanced cloth diapers, we have waterproof cloth bags.

These come extremely handy when you have to travel out with a baby. With plastic bags being non-earth friendly, reusable/waterproof cloth bags (called Superbags), serve as the perfect alternative.



* Is this a budget-friendly product?
Yes. Apart from the environmental benefits of the product, cloth diapers also help parents save a lot of money. The product price range is from Rs 599 for a newborn diaper to Rs 890 for the night time diaper.

Each disposable diaper costs around 11 Rs. When a baby uses 5000 diapers, it ends up spending minimum 50000 Rs only on diapers! Cloth diapers being reusable and also sizable, one can use a stash of 8-10 diapers from birth until potty training costing them not more than Rs 8000. This saves 75%+ Diapers.

* How can we reuse it?
Super bottom cloth diapers are fully washable and reusable. You can wash them in a machine or with hands (just like you do with regular nappies). Once washed and dried thoroughly, you can reuse them. A good quality cloth diaper can last 200-300 diapers! ( which is 5 times any regular apparel gets washed and reused)

* Can you explain the measures we have to take to clean the diaper?

Cleaning the diapers is as simple as 1-2-3.
1. Wash diaper like any regular garment in the machine or by hand.
2. Ensure the right amount of detergent is used (not more nor less) and the detergent is rinsed off thoroughly.
3. Spin dry in the machine or line dry. Hot washes and sun drying act as perfect disinfectants.



* How long can we use a single diaper?
A free size diaper of Superbottosm can fit up to 17 kg (approx three years) and thus can be washed and reused 200-300 times


* Have you done clinical tests?
Cloth diapers are apparel and thus do not need clinical tests to sell. No diapers do. In fact, in India, there are no norms or regulations for child product safety.

However, since we deal with baby products, we went sure to get our products tested and certified as per the Child Product Safety Standards (CPSIA) as mandated by the US agencies.

CPSIA tests endorse the product as to be in line with the Child Product Safety norms and certify that the products are free of any harmful chemicals such as lead/phthalates and also small parts.

* How many moms are there in your group?
Our team is made up of 10 mothers who are passionate about sustainable baby-care choices.

* Being a mother, obviously you will be very much concerned about your child's health. So what is the message you want to send to other moms about this cloth diapers?
I would say when you can get the convenience of disposable diapers, in the goodness of cloth, why let plastic touch your baby's bum? And instead of asking why parents are using Superbottoms cloth diapers, ask yourself why you are not!



* Total investment
The company is currently bootstrapped and the promoters have invested to the tune of 25 L and the company being cash flow positive since day 1, they have been managing their growth by reinvesting their profits

* How about the response from other mothers?
Mothers love the product and in fact, we have not had to formally advertise or invest in marketing. A good product and a great product experience are enough for mothers to spread a word for us. The response from mothers has been overwhelming.


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