It looks like a fairy tale. Sahil Dharia, though, differs. “It’s a story told by a fairy,” laughs the founder and chief executive officer of Soothe Healthcare, the maker of feminine sanitary brand Paree. “Our consumers are our fairies, and they narrated a cute story.” Well, it was definitely not-so-cute for the mothers who struggled with infants and toddlers on two fronts. First, changing diapers was not a child’s play. “You can’t make them wear both, diaper and shorts,” was the unanimous feedback. Second, the diapers usually were voluminous and fluffy, causing discomfort. That also resulted in a typical behaviour across India. “You would find babies wearing a top and a diaper only,” says Dharia, who conducted an extensive consumer research in 2020. “Can you come up with a diaper that doubles as an attire?” was the question asked by irritated mothers. Dharia replied in two words: Why not?
(This story appears in the 22 April, 2022 issue of Forbes India. To visit our Archives, click here.)