If there is genuine innovation – a product aimed at a particular segment for an unmet need – and nobody heard about it, does that mean it doesn’t exist?
It exemplifies, by it’s very existence, the concepts of uncovering a genuine unmet need in a particular cultural market, then coming up with an answer that better solves the problem than any existing solution in the market.
Let’s put aside the quality of the press release and product name for a moment, as this is a homegrown effort without the marketing werewithal of the cosmetics or consumer products giants.
The problem: Many items of Indian clothing are tightly fitted to the upper body. Many of these are made from delicate fabrics like chiffon, silk or satin, often unwashable due to embroidery, beading or appliques. Experience demonstrates that the weather does not need to be particularly hot for the staining to occur, as the fitting also contributes to the problem. Neither anti-perspirants nor deodorants help against this problem. The combination of climate, clothing style and environment are more than a match for anything short of surgery.
Standard solutions: Deodorants and anti perspirants were only launched in the Indian mass market in the past decade. Prior to that, those that were aware of the need for this product would purchase it from smugglers at exhorbitant prices.
This particular solution: Disposable, self adhesive pad that protects fragile clothing, is affordable and impregnated with aloe.
Why am I so impressed?
Because this is the type of innovation I see possible for India’s emerging market when I pontificate about transnationals needing to develop custom products for a particular region and it’s specific attributes. This, to me, is the equivalent of the Swiffer. Finding a niche to be filled and developing a custom product. This is a real solution to a real need.
And who says it cannot be marketed across the world?