Pallavi Utagi, a frustrated new mom in Mumbai, went on a mission.

Her baby was struggling with rashes from disposable diapers, and the so-called ‘cloth alternatives’ in India were leaking, didn’t last, and required a degree in origami to tie.

She hunted for a better solution & found nothing. So, she decided to make one herself.

That’s how SuperBottoms was born—India’s first reusable cloth diaper brand, now catering to 20 Lakh+ customers.

In this edition of The D2CX newsletter, we will delve into how Pallavi’s personal struggle turned into a category-creating, VC-backed, celebrity-endorsed D2C success story.

Acing The Business Of Creating A New Habit 👶🌱

What started as 100 hand-stitched diapers in a Mumbai home has turned into one of India’s fastest-growing D2C brands.

📦 2,800+ diapers sold every day
💰 ₹80 Cr projected revenue run rate
📈 8% MoM growth
👶 20 Lakh+ Customers

But SuperBottoms didn’t scale the traditional way.

They fought against global FMCG giants like Pampers & P&G’s Charlie Banana—and won without deep pockets or mass advertising.

They Did It With Patience, Grit & Resilience.

SuperBottoms wasn’t just selling diapers—it was creating a whole new category.

The challenge? Parents weren’t looking for a solution they didn’t know existed.

So, SuperBottoms did the hardest thing in D2C—mould consumer behavior.

🔹 Built a Tribe – 77,000+ moms advocating for cloth diapers in WhatsApp & Facebook groups
🔹 Educated First, Sold Later – Free WhatsApp helpline, 1-on-1 consults, and content that teaches ‘How to cloth diaper.’
🔹 Made It Risk-Free – 30-day no-questions-asked return policy (even on used diapers!). Refunds stayed under 2%—a testament to trust.
🔹 Influencer-Led Awareness – A mix of pediatricians, real moms & celebrities to spread the word.

But, How? SuperBottoms Was Selling Diapers, Afterall!

You’d think a cloth diaper is just…cloth. Nope!

SuperBottoms UNO Cloth Diapers are a product of 5+ years of R&D, patent-ready tech, and clinical testing. And, that’s why they are highly sought-after!

🔬 17 ultra-thin layers of organic cotton (softer than disposables, just as absorbent)
💧 Advanced leak-proof design (with a patent in progress)
🌍 GOTS-certified organic materials (eco-friendly, safe for babies)
🛡 CPSIA-certified, tested for harmful chemicals & allergens

And unlike most D2C brands that outsource quality control, SuperBottoms has in-house QC teams in every factory.

The brand even tests every batch on real babies (yep, their mom employees’ kids get first dibs).

🚀 Social Engagement Means Nothing If It Doesn’t Convert!

SuperBottoms cracked the code to conversions by integrating shoppable videos & high-intent landing pages into their funnel.

🎥 Video-driven website experience → 5.98% conversion rate (2x e-commerce average!)
🛍 Shoppable content → 16.4% increase in AOV (faster decision-making)
📈 Optimised product pages → 23% increase in engagement

They didn’t just put ads in front of parents. They made education, content, and buying a seamless journey.

The Right Momfluencer Hit It Home For SuperBottoms

When SuperBottoms landed Alia Bhatt as an investor & brand ambassador, it wasn’t just about star power. It was about building reliability!

She’s a new mom, an eco-conscious voice, and a natural fit for the brand.

And that’s how #ItFeelsRight was born—a campaign that’s making sustainable diapering mainstream.

💥 Results?
✔ Alia’s influence pushed cloth diapers into the mass market
✔ Celebrity credibility gave parents confidence to try something new
✔ Campaign video boosted awareness & social engagement by 23%

And, this is how SuperBottoms is engineering a consumer shift at scale.

The Pinky Promise By SuperBottoms

SuperBottoms isn’t just selling diapers—it’s making a pinky promise to India’s next generation. A promise of rash-free comfort, chemical-free care, and a cleaner planet.

With every cloth diaper, they’re redefining babycare, proving that better for babies can also be better for the world. 🌱💚

Now, the plan is straight-forward 👇

🔹 Enter new markets
🔹 Scale into babywear & accessories

🔹 Strengthen offline retail play

🔹 Drive mass-market adoption via ATL + influencer marketing