Friends Adult Diapers, India’s No 1 Adult Diaper brand, is proud to announcethe launch of their annual “Azadi Week celebrations” in conjunction with their Silver Jubilee anniversary. This year marks a significant milestone as the incontinence products category creator celebrates 25 years of commitment to providing comfort, protection, and freedom to its users in India and abroad.The brand has indeed come a long way from its founder being turned away by chemists on stocking visits in 1999 to now being available 1 lakh chemists and 2 lakh general storesacross the country.Friends is celebrating its silver jubilee anniversary with a mega MRP slash offer on its highest selling products. The campaign hopes to battle two of the biggest barriers to theusage of adult diapers—stigma against incontinence, and a common perception that adultdiapers are very expensive.“Thus, to mark our 25 th Year we are taking stigma head on byproudly wearing, showing, and talking about diapers, as always. And to make the product more accessible to several more millions, we have nearly halved the prices,” said Kartik Johari, Vice President of Marketing and Commerce at Friend’s parent company Nobel Hygiene. Celebrations coincide with the brand’s 4 th annual Azadi Week, a testament to their 25-year commitment to destigmatising adult diapers in India. During Azadi Week, alongside regular campaigns on mainstream media, Friends’ 800+ member, pan-India,sales team engages in a series of awareness and educational activities such as bike rallies, free diabetes-testing camps, hospital and old-age home visits, etc. Every member of the Friends Diaper sales team also wears the diaper themselves as they go about their day, pulling up the corner of their shirt to proudly reveal this product to customers and retailers. This year, the 100+ members of Friends’ head office also joined the celebrations, sporting diapers to work on Diaper Day, Aug 7.