MUMBAI: Tulips, a personal hygiene brand, today announced its entry into adult hygiene category with the launch of TULIPS Adult Diaper Pants. The brand has onboarded Bollywood veteran actor Boman Irani as the face of its ‘Life par full control’ campaign, to build awareness and help break the stigma around the adoption of adult diapers in India.
The newly launched TULIPS Adult Diaper Pants come with an aloe vera–coated inner sheet for maximum comfort, advanced leak protection for up to 10 hours with an ADL (acquisition deposition layer), odour lock technology for day-long freshness, and tear-away side panels for easy removal. Available in a unisex pull-up style across all sizes, the diapers are designed to look and feel like regular underwear, offering dignity and confidence to users.
Rahul Jain, director, TULIPS, said, “Due to lifestyle-related issues, more and more senior citizens today experience weaker bladder control leading to urinary incontinence. Health conditions such as diabetes, prostate issues in men, frequent urinary tract infections (UTIs), and menopause in women often aggravate this condition. During our development phase surveys, many elders expressed viewing adult diapers as a ‘symbolic dependence’ and were hesitant to even discuss the topic — which explains the mere 2% market penetration in India.
“We felt it was vital to start a national conversation around this subject and address it with the sensitivity it deserves. This conversation needed a strong and respected voice, and Mr. Boman Irani was our unanimous choice to lead it. Today, we are also releasing a sensitive short film featuring Mr. Irani, encouraging seniors to view adult diapers as a solution to regain their life outdoors and continue doing what they love, rather than letting weaker bladder control curb their desires. At TULIPS, we believe this shift in perception will lead to greater acceptance and empower seniors to live their lives to the fullest.”
Irani said, “I am extremely happy to partner with TULIPS in starting a conversation that matters. Age should not mean limitation. TULIPS Adult Diaper Pants are here to ensure all seniors affected by urinary incontinence are able to lead their lives with comfort, independence, and self-respect.”
Tulips added that it was first brand in India to introduce 100% flushable wet wipes in 2017. It was the the first company to develop Covid swabs in India during the pandemic. It explains that it has always focussed on solving real challenges.
More than 60 million units of TULIPS products being consumed annually across more than 17 countries, speaks of the trust consumers have in the brand.
