Fighting stigma and shame, Nobel Hygiene is making a place for itself in the $794-million diaper market

Kartik Johari still can’t forget the sweets and joy he got from a customer he visited for feedback. That day he knew he was on the right track of a road filled with sweat and tears his father had started on years ago by selling adult diapers. As the VP of Marketing & Commerce-Friends, Nobel Hygiene, Johari cannot disclose the name or location of the family he visited for feedback. But he shared the experience. The son, Johari says, had