Bumberry : Conscious Diapering

Brand: Bumberry

Company: Bumberry Baby Products Pvt Ltd

Brand Analysis Count: #606

Bumberry is a brand of cloth diapers for infants and kids which wanted to give an environmentally friendly alternative to the usual disposable diapers that are popular in urban India. Started in 2013, the brand is currently selling through online e-commerce platforms. 

The diaper market in India is worth around $800 million and is characterised by high growth and low penetration. The market is dominated by P&G and concentrated on the urban market. The earlier players like Huggies, Snuggy, Pampers created the market by educating the consumers about the benefit of diapers in terms of convenience and health. The market is growing owing to the demographic nature of India and the fact that the entry barrier in this category is only the brand power has encouraged many players who import these products from manufacturing hubs like China and brands it and sell in India. 

While disposable diapers are cheap and convenient, it is not without problems. Although the unit price is affordable to the middle-class, there is a cost in the long run because of the disposable nature of the product. Another big issue is the environmental cost of these disposable diapers. Further, these diapers can create skin-related allergy if used for a prolonged period of time. 

It is these problems that encouraged the founders of Bumberry to find an alternative. A chance encounter with cloth diaper imported from the ave the idea of a home-grown brand which is less expensive than the imported ones. 

Thus brand Bumberry was created. The brand is now an online-only brand and is marketed through influencers and other digital promotions. The product is basically a durable diaper with removable inserts. The cover diaper is cloth-based and hence environment friendly and re-usable. The USP of the brand is re-usability and comfort and design. Priced at around Rs 740, the brand is trying to offer value compared to expensive imported products. 

The brand with its value proposition will appeal to a section of consumers who are looking for a healthy organic alternative to the synthetic diapers. 

So the initial market will be niche and with the diaper market growing, the potential for such diapers will naturally grow. 

The challenge for a brand like Bumberry is similar to that of the brands which created the diaper market in India -educating consumers to change. While the pioneers wanted the consumers to change from using cloths to diapers, Bumberry wants the ordinary diaper buyers to change to cloth diapers. That requires an investment on a large scale in terms of promotion. To make these products mainstream will be a mammoth investment in terms of promotions. A startup brand like this can at this point can only rely on digital tools and influencer marketing. While the brand's main talking point is its environment friendliness, I think that attributes like fashion, comfort, image are more attractive at a consumer point of view. 

Brand Update : Coca Cola to Turn Up Your Day

 This season was a washout season from most product categories. The pandemic forced many firms into crisis mode with no money or energy left for brand promotions. After the massive lockdown has been lifted, things are limping back to normal so is brand promotions. 

Coca-Cola during these periods was steady in its brand promotions. During Diwali 2020, the brand was running a popular campaign featuring Ranbir Kapoor and Paresh Rawal and the theme was focused on relationships.

The best thing about the ads was that the focus was on the brand rather than the celebrities despite the presence of two powerful celebrity brands. Then came the new campaign featuring Ranbir. 

The problem with celebrity endorsement is that there is always a chance that the celebrity will eclipse the brand in terms of screen presence. You have to be very bold and creative to make the brand stand out in the presence of a celebrity. In the current campaign themed Turn Up Your Day, the focus is on the charm of Ranbir rather than the brand even if it is the brand that makes him dance. It is all celebrity when you show the girls head over heels over Ranbir and the poor Coke brand is just rattling in the fridge. 

The new brand tagline is Turn Up Your Day which is a sort of confusing! Internationally the brand is running a campaign Turn Up Your Rythm which links the brand to music. However, we get a dancing Ranbir here in India. 

Brand Update : Tata Safari is back to Reclaim Your Life

 It's happy news for Tata Safari fans. Tata Motors has decided to relaunch the iconic Tata Safari in a new platform. The brand which created the premium SUV market in India was languishing in the sidelines when the Indian market was gravitating towards SUVs. After 2016, there was no product improvements nor any campaigns. The only saving grace for the brand was that it was chosen by Indian armed forces to replace Maruti Gypsy.

Then Tata Motors did a coup. It began to launch a range of products under a more refined platform. Harrier was launched in the Land Rover platform quickly began to impress the customer with its road presence and refinement. I almost believed that Safari will be silently killed and the new era belonged to new brands. Tata Motors then began its work on a 7 seater SUV which was showcased as a new brand Gravitas. 

But then the twist happened. The 7 seater Harrier was decided to bear the name of Safari. The teaser ad is now on air and what is interesting is that the brand is retaining the tagline Reclaim Your Life. 

The advantage of launching Safari is the immediate adoption by Safari fans. Although many have migrated to other SUVs, still Safari brand commands a lot of traction among the auto-enthusiasts. Since Harrier has already established itself as a reliable machine, Safari will not have to worry about the mechanical issues which were the Achilles heel of the brand in its earlier avatar.