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How a Family Business Became a ₹2750 Crore Empire
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0:00 – Trailer
1:37 – Introductions
2:04 – Starting with Family Business
5:44 – 3 Unsexy Indian Businesses
10:49 – Diaper Industry Growth Lag
15:51 – Tackling Diaper Social Stigma
22:41 – Adult Diaper Market Size
26:04 – R&D in Diaper Making
28:39 – This Week’s New Learning
29:14 – 3 Steps to Startup
35:37 – Behind Nobel’s Ad Strategy
44:47 – How I Pick Startups
45:27 – Biggest Business Challenges Faced
48:15 – Future of Legacy Brands
54:32 – Diaper Making and Pollution
57:20 – Entrepreneurial Mindset Game
1:00:07 – Podcast Wrap-Up
In today’s episode, Kartik Johari, the passionate and insightful Vice President of Nobel Hygiene, discusses building one of India’s most impactful yet underrated businesses. Nobel Hygiene is the force behind Friends Adult Diapers, Teddyy Baby Diapers, and Raho Safe sanitary products — and Kartik is on a mission to normalize conversations around hygiene, dignity, and care.
In this episode, Kartik opens up about starting in the family business and why “unsexy” industries like diapers and sanitary products are goldmines in disguise. We dive into the stigma surrounding adult diapers, how that affects market growth, and what it takes to shift public perception.
He also shares insights on the emotional and strategic thinking behind their viral Radhika Apte ad campaign, how they educate people about menstruation and elderly care, and why he believes legacy brands need to reinvent or fade out.
From product R&D and sustainability challenges to marketing hygiene products in a judgmental society, this conversation is full of eye-opening truths and real-world wisdom. Kartik also reveals his 3-step startup framework, his take on entrepreneurial mindset, and how he chooses businesses worth backing.
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