Partnership

Topics: Diaper, Huggies, Sanitary napkin Pages: 2 (1065 words) Published: August 19, 2014
KIMBERLY CLARK LEVER PRIVATE LTD.
Background
Kimberly-Clark Corporation (KCC, a Fortune 500
company), incorporated in 1872, is engaged in
manufacturing and marketing a range of health and
hygiene products around the world. Most of these
products are made from natural or synthetic fibres
using advanced technologies in fibres, non-wovens and
absorbency. Kimberly-Clark Corporation manufactures
and markets facial and bathroom tissues, paper towels,
wipers and napkins for away-from-home use,
healthcare products, respiratory products, other
disposable medical products, printing and
correspondence papers. It has manufacturing facilities
in 42 countries and its products are sold in more
than 150 countries. Its products are sold under brands
such as Kleenex®, Scott®, Huggies®, Pull-Ups®, Kotex®
and Depend®. With over 60,000 employees, it had
revenues of US$ 14.3 billion in 2003-04.
Kimberly-Clark Lever Ltd. (KCLL) is a 50:50 joint
venture formed in September 1994 between
Kimberly-Clark Corporation, of USA and Hindustan
Lever Ltd. The plant and the registered office of the
company are located at Sanaswadi, 30 km from Pune.
KCLL markets feminine pads under the brand Kotex®
and manufactures and markets diapers under the
brand Huggies® in India.

A leading baby hygiene product
manufacturer

by offering “a good quality product that protects

The US$ 14.5 million Indian disposable diaper market
has exhibited steady growth as manufacturers are
correcting the price-value equation and have been

launch is a product called Kotex® Style, which has

offering customers superior technology products.
KCLL’s Huggies® diaper brand is the market leader
in its category with a market share of around
70 per cent.
The following were the key challenges, which KCLL
faced in India:
• Absence of market for diapers
• Value and price-sensitiveness of the product

Factors for success
Understanding the Indian market
Kimberly-Clark Lever has introduced...
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