"So far as I am able to judge, nothing has been left undone, either by man or nature, to make India the

most extraordinary country that the sun visits on his rounds. Nothing seems to have been forgotten, nothing overlooked." --Mark Twain, from Following the Equator India is the seventh-largest country by geographical area in the world, which is located in south Asia. Some geographical facts about India are as follows: Area: 3.29 million.sq.km. Population: 1.21 billion. Annual population growth rate: 1.376%. India is a land of villages with 550,000 villages, where 71% of people live in rural area and remaining 29% in urban area. The major cities in India are Delhi, Mumbai, Kolkata, Chennai, Hyderabad, Bangalore. Some demographic facts about India are as follows: Male population : 623.7million. Female population: 586.5 million. Age structure: 0-14 years: 32.2% 15-64 years: 63% 65 years and above: 4.8% The most populated state of India is Uttar Pradesh with 199,581,477 and least populated state is Lakshadweep 64,429. Currently, there are about 51 births in India in a minute. More than half of the population depends on agriculture for its livelihood. 700 million Indians live on $2 per day or less, but there is a large and growing middle class of more than 50 million Indians with disposable income ranging from 200,000 to 1,000,000 rupees per year ($4,166-$20,833). Estimates are that the middle class will grow tenfold by 2025. India's economy grew by just 7.8 per cent in the fourth quarter ending March this year, mainly due to poor performance of the manufacturing-sector. However, GDP improved to 8.5% in 2010-11 from 8% in 2009-10. One of the major problem faced by India is in the field of Health Care. Healthcare is one of Indias largest sectors, in terms of revenue and employment, and the sector is expanding rapidly. During the 1990s, Indian healthcare grew at a compound annual rate of 16%. Today the total value of the sector is more than $34 billion. By 2012, Indias healthcare sector is projected to grow to nearly $40 billion. The private sector accounts for more than 80% of total healthcare spending in India. As Indians live more affluent lives and adopt unhealthy western diets that are high in fat and sugar, the country is experiencing a rise in lifestyle diseases such as hypertension, cancer, and diabetes. It is estimated that almost 41 million Indians are diabetic, and that figure is expected to reach 73.5 million by 2025.

Since we are launching the product Adult Diapers in India it would be better if we give an Indian name for it. So that it will be easy to communicate its benefits to the people. The name I would like to suggest is sukoon. The customers for adult diapers are limited and the manufacturers of adult diapers in India are also limited so this is a niche market. The manufacturers of adult diapers can act in B-to-C market and also they can play in B-to-B market. In B-to-B market the customers are mainly superspeciality hospitals. In B-to C market the customers are Aged people suffering from incontinence (age above 65 years). People with neural disorder. People with orthopedic problems, mainly problems in hip and knee joint

Aged people

people withNeuraldisorder

people with orthopedic problems

Fig1: B-to-C segments

Alzheimer

spinal cord injury

Neural disorder
Mentally retarded

paralysis

The neural disorders are those which affect central nervous system that includes brain and spinal cord. The neural disorders are: Alzheimer disease. Spinal cord injury. Mentally retarded. Paralysis.

In B-to-B market In B-to-B market hospitals are the major customers. In India there are many multi speciality and super specialty hospitals like Wockhardt, Apollo Hospitals, Bailal Amin General Hospital, Fortis, Jawaharlal Institute of Post-graduate Medical Education and Research (JIPMER), Manipal Hospital, Paras Hospital,etcThe adult diapers can be directly sold to these hospitals. There will be many admitted patients who may need this kind of aid. In B-to-C market Aged people suffering from incontinence (age above 65 years) People above 65 years are about 4.8% of total population. The problem like incontinence is very common among people of this age group. These people feel shy to talk to relatives and friends ,they also hesitate even to go out for a walk. It is estimated that by 2025, 189 million Indians will be at least 60 years of agetriple the number in 2004. Neural disorder Because of neural disorder people will loose their senses and they fight daily with life to do their basic daily tasks like bathing, excretion, walking on their own, eating etc. 1.Mentally retarded: Mental retardation is a state of developmental deficit, beginning in childhood, that results in significant limitation of intellect or cognition and poor adaptation to the demands of everyday life.

Number of disabled persons in India are 21.9 million. The number of disabled persons is about 2 % of the total population of the country. 2.Alzheimers disease: Alzheimer's disease is the most common form of dementia among older people. Dementia is a brain disorder that seriously affects a person's ability to carry out daily activities. In 2010, there are 3.7 million Indians with dementia and the total societal costs is about 14,700 crore .While the numbers are expected to double by 2030. Bihar and jarkhand are heavily affected by Alzheimers disease. 3. Spinal cord injury: Spinal Cord Injury (SCI) is damage to the spinal cord that results in a loss of function such as mobility or feeling. Frequent causes of damage are trauma (car accident, gunshot, falls, etc.) or disease (polio, spina bifida, Friedreich's Ataxia, etc.). In most people with SCI, the spinal cord is intact, but the damage to it results in loss of functioning. A research say that in the year of 2007 an average rate of 2.6 patients were admitted per month.

4. Paralysis :
Paralysis is the complete loss of muscle function for one or more muscle groups. Paralysis can cause loss of feeling or loss of mobility in the affected area. Paralysis could be localized, or generalized, or it may follow a certain pattern. Most paralyses caused by nervous system damage (i.e. spinal cord injuries) are constant in nature; however, there are forms of periodic paralysis, including sleep paralysis, which are caused by other factors. These patients loose ability to perform daily activities.

The states in India which are highly affected by paralysis are Uttar Pradesh and Bihar.
People with orthopedic problems, i.e problems in hip and knee joint :

They support your body's weight and must work in close coordination to provide the mobility most people take for granted, until injury, arthritis, or other problems interfere. Depending on the cause of your pain, the solution might be a set of exercises, pain relief medication, minor surgery, or some combination of these. But for many people, knee and hip problems become so intractable that the best solution is to replace a worn-out knee or hip with a mechanical joint. These people cannot excrete easily. If this product is advertised properly and the benefits made known to the public then people will buy it without any hesitation, even if its priced a little high. And once the market for this product starts to expand many competitors will enter this segment and as such the price will automatically come down. At present the brands like friends and rama inmpex are providing adult diapers at 40 rupee per unit, hence by entry of other brands due to competition prices can be reduced.

REFERENCES
http://www.mayoclinic.com/health/urinary-incontinence/DS00404/DSECTION=causes http://www.mayoclinic.com/health/multiple-sclerosis/DS00188 http://apps.who.int/ghodata/?theme=country# http://www.who.int/gho/countries/ind/country_profiles/en/index.html http://home-supplies.exportersindia.com/sanitary-paper/adult-diapers2.html http://www.medscape.com/generalsurgery http://medind.nic.in/iad/t07/i1/iadt07i1p50.pdf http://www.ijntonline.com/June11/abs1-main.asp http://www.idiaper.com/bSpecialty-Groupsb_c_1168.html http://www.alzheimer.org.in/dementia_ex_2010.pdf

JSS Mahavidyapeetha

JSS Centre for Management Studies

MBA Admission Batch: 2011-12 Semester: 1st Section: A NAME: VASUDHENDRA BADAMI Assignment Topic: As suggested by Prof.Suresh Acharya