Tulips, one of India’s most trusted personal hygiene brands, has officially entered the adult hygiene category with the launch of TULIPS Adult Diaper Pants. Known for innovation and consumer-centric solutions, Tulips has taken a decisive step to address a growing but under-discussed need in Indian households — adult incontinence.
To drive awareness and encourage open conversations around this sensitive subject, Tulips has partnered with veteran Bollywood actor Boman Irani, who will lead the brand’s new campaign titled ‘Life Par Full Control’. The campaign aims to normalize the use of adult diapers, empower senior citizens, and break the stigma that often prevents people from adopting such solutions.
Innovative Features for Maximum Comfort and Dignity
The newly introduced TULIPS Adult Diaper Pants have been designed with a deep understanding of user needs, combining both comfort and functionality. Some of the key features include:
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Aloe Vera–Coated Inner Sheet: Ensures maximum softness, preventing rashes and irritation, while keeping the skin fresh.
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Advanced Leak Protection: With an ADL (Acquisition Deposition Layer), the diaper offers up to 10 hours of protection, making it reliable for both day and night use.
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Odour Lock Technology: Prevents unpleasant smells and provides day-long freshness.
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Tear-Away Side Panels: Allow for easy removal, offering convenience to both users and caregivers.
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Unisex Pull-Up Style: Designed like regular underwear, available in multiple sizes, ensuring dignity and a natural feel.
By combining these innovations, Tulips has created a product that does not merely address incontinence but also restores independence and confidence to those who use it.
Why Adult Hygiene Matters in India
Speaking at the launch, Mr. Rahul Jain, Director, TULIPS, shed light on why this category required urgent attention.
“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,” he said.
He further added that this hesitation is cultural as well as psychological, with many seniors fearing the loss of dignity if they use adult diapers. By positioning the product as a tool for freedom rather than dependence, Tulips hopes to reshape this narrative.
The Power of Storytelling: Campaign with Boman Irani
To drive this change, Tulips has released a short film featuring Boman Irani. The film delicately yet powerfully addresses the stigma and encourages seniors to see adult diapers not as a limitation, but as a solution that allows them to reclaim their lives. Whether it’s traveling, meeting friends, or simply enjoying time outdoors, the message is clear: incontinence should not stop anyone from living life on their terms.
“This conversation needed a strong and respected voice, and Mr. Boman Irani was our unanimous choice to lead it,” Mr. Jain emphasized. “At Tulips, we believe this shift in perception will lead to greater acceptance and empower seniors to live their lives to the fullest.”
Boman Irani’s Endorsement
Sharing his perspective, Boman 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.”
As an actor respected for his wisdom and relatability, Irani’s association brings authenticity to the campaign, reinforcing the brand’s mission to normalize conversations around adult hygiene.
A Legacy of Innovation
Tulips is not new to breaking ground in personal hygiene. Over the years, the company has consistently brought forward innovations that solve real consumer challenges:
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In 2017, Tulips became the first Indian brand to launch 100% flushable wet wipes, addressing environmental concerns and consumer convenience.
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During the Covid-19 pandemic, Tulips became the first company in India to develop Covid swabs, supporting the nation’s testing and healthcare infrastructure during a critical time.
This legacy of innovation is a testament to Tulips’ commitment to finding practical, reliable, and responsible solutions to hygiene-related challenges.
Global Reach and Consumer Trust
Tulips products today reach across more than 17 countries, with over 60 million units consumed annually. This widespread adoption speaks volumes about the trust consumers place in the brand. By entering the adult hygiene space, Tulips aims to extend this trust to millions of Indian households who have long been underserved in this category.
Conclusion: Redefining Senior Living in India
With the launch of TULIPS Adult Diaper Pants, Tulips has not only introduced a product but also initiated a much-needed social conversation. By addressing urinary incontinence with dignity, innovation, and compassion, the brand is paving the way for greater acceptance of adult hygiene solutions in India.
Backed by advanced features, global quality standards, and the influential voice of Boman Irani, Tulips is set to empower India’s seniors with the message of ‘Life par full control’ — proving that age should never define the quality of one’s life.
