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Positioning the Taboo Product: PeeBuddy

Author

Listed:
  • Jitender Kumar
  • Sweta Dixit
  • Ashish Gupta
  • Mridul Dharwal

Abstract

PeeBuddy, the first portable urination device for Indian women, has been around for close to seven years; still, it is struggling to break the taboo of serving as a portable urination device for Indian women treated as a taboo product in India. It has been hard to convince the Indian populous at large. Although Bajaj had done tremendous work over the years, much remained to be done. The critical task is to position PeeBuddy, such that Indian women should understand the purpose of the product, a brand, without hurting their sentiments. Bajaj knows that convincing Indian women and shifting them to any urination device required a shift in their mindset, which was hard to achieve.

Suggested Citation

  • Jitender Kumar & Sweta Dixit & Ashish Gupta & Mridul Dharwal, 2024. "Positioning the Taboo Product: PeeBuddy," FIIB Business Review, , vol. 13(5), pages 517-527, October.
    • Handle: RePEc:sae:fbbsrw:v:13:y:2024:i:5:p:517-527
    DOI: 10.1177/23197145231151737
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    References listed on IDEAS

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    1. Ruchi Jain & Anushree Tandon & Ruchi Khandelwal, 2020. "Taming Consumer Resistance for Taboo Products: The Case of PeeBuddy," South Asian Journal of Business and Management Cases, , vol. 9(1), pages 10-23, April.
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