Historically, disposable diapers have been predominantly made from plastic, which poses significant environmental concerns. These single-use products, primarily derived from petroleum, can take centuries to decompose and are the third-largest consumer item in U.S. landfills, according to the Environmental Protection Agency. Their limited breathability also increases the risk of diaper rashes.
Despite these issues, major brands like Pampers and Huggies continue to lead the market. However, Amrita Saigal, founder and CEO of Kudos, aims to transform this landscape. A mechanical engineer and MIT graduate, Saigal has developed a sustainable diaper featuring a cotton lining and incorporating degradable materials such as sugarcane and tree fibers. This innovative product is set to debut in approximately 375 Target stores nationwide later this month.
Saigal expressed her enthusiasm for this milestone, noting the significance of partnering with Target, given its limited selection of brands. Kudos, which launched three years ago, has raised over $6 million in funding, including a recent $3 million round from investors like Precursor Ventures, Xfund, and Oversubscribed Ventures. The company has sold over 20 million diapers in the past year and doubled its sales.
Kudos’ diaper, developed after extensive research and development, reportedly offers superior absorption compared to competitors like Pampers Pure Protection and Huggies Special Delivery, according to independent testing by Diaper Testing International. Saigal’s proprietary “DoubleDry” technology enhances moisture wicking, ensuring dryness and comfort.
Despite its smaller scale compared to industry giants, Kudos is positioned to pioneer new supply chains for natural materials, potentially driving broader industry shifts toward sustainability. Saigal believes that for natural materials to gain mass adoption, they must become more cost-effective than plastic, which will necessitate changes in supply chains and pricing strategies.
Kudos faces the challenge of balancing production costs with consumer affordability. Saigal aims to make her premium, eco-friendly product accessible without compromising performance, a critical factor for parents seeking reliable and effective diaper solutions.
