India’s adult diaper segment, once limited in scale, is steadily becoming a significant part of the country’s hygiene and healthcare manufacturing landscape. Anticipating demographic shifts early, Mumbai-based Nobel Hygiene established a large export-focused production base in India well before the category gained wider public attention, positioning itself for long-term participation in the growing silver economy.
Adult diapers are gradually moving from a niche category to a mainstream hygiene product in India, supported by rising life expectancy and changing healthcare needs. Recognising this transition ahead of the market, Nobel Hygiene developed an export-oriented manufacturing ecosystem designed to serve both domestic and international demand.
Led by Managing Director Kamal Kumar Johari, the company operates two GMP-certified manufacturing facilities in India. Its Nashik plant, set up in 2010, has expanded over time to operate 10 production lines. The newer Halol facility in Gujarat is a fully certified, advanced manufacturing unit built to meet regulatory standards in Europe and the United States, reflecting the company’s increasing focus on global markets.
The Halol plant was commissioned with four high-speed production lines in a single phase, marking a shift from the company’s earlier step-by-step expansion approach. This scale-led strategy enables lower operating costs, higher output efficiency and more competitive pricing.
Automation plays a central role in Nobel Hygiene’s manufacturing operations. The production process—combining nonwoven fabrics, pulp and super-absorbent polymer—is almost entirely machine-driven, from raw material handling to finished product output. Apart from specialised packaging functions, the production flow is fully automated using long, multi-segment machines extending nearly 40 feet. According to Chief Financial Officer Nikhil Datye, the facility was designed as a large-scale, fully integrated plant from the outset rather than as a gradual capacity addition.
Nearly 95% of the company’s revenue comes from products sold under its own brands. In adult diapers, the company markets Friends and B-Fit, while Teddy and Snuggy form the core of its baby diaper portfolio. Its sanitary napkin brand, Rio, remains a smaller part of the overall product mix.
Brand development has been a long-term strategic priority for the company. Brand-building efforts began over two decades ago, when adult diapers had limited presence in the Indian market. With demographic trends now supporting category growth, industry experts note that demand extends beyond elderly users to include younger adults with medical needs, athletes recovering from injuries and travellers seeking convenience. Changing social perceptions and wider awareness through digital platforms are also contributing to broader adoption.
Baby and adult diapers together account for nearly 90% of Nobel Hygiene’s business, evenly divided between the two segments. According to the management, brand trust in hygiene products develops over long periods, and the company currently holds a leading position in the adult diaper segment.
Market data indicates substantial room for further expansion. Current penetration levels in India remain around 5%, while the retail adult incontinence market is estimated at approximately Rs 850 crore in 2025, with annual growth of about 12%. Distribution continues to be led by offline retail, which contributes nearly 70% of sales, with the remaining share coming from e-commerce and quick-commerce channels.
Manufacturing localisation has been a core strategy for the company well before the introduction of recent Make in India initiatives. Finished products have been manufactured domestically for over 15 years, although certain raw materials such as super-absorbent polymers and fluff pulp continue to be imported due to the absence of local suppliers. Other components have been progressively localised through vendor development around manufacturing locations.
Government incentives, the Production-Linked Incentives scheme for technical textiles and BIS standards have further supported domestic manufacturing in this segment. Industry estimates indicate that Indian companies, including Nobel Hygiene, together account for nearly half of the adult diaper market.