Kainaz Gazder

The huge divergence in cultures across the Asia Pacific region can make it hard for marketers to translate principles and practices across borders. At P&G, a business consistently recognised for its ability to localise globally known brands, Kainaz Gazder stands out for her dedication to making a diverse portfolio work for consumers right across the region.

As the category lead for baby care products in Asia Pacific, Gazder blends an instinctive understanding of parents’ needs with a track record of outstanding commercial results. In recent years, she has also pushed brands, including top seller Pampers, to develop a social mission, winning awards and plaudits for campaigns to support mothers in India, among others.

Now approaching her 30th anniversary at the FMCG giant, having begun her career in India and also spent time as a CMO for its baby care brands in China, Gazder’s expertise across baby and feminine care products makes her an industry leader and go-to for awards juries and forums. 

But she’s certainly not resting on her laurels. Last year, she saw a brand transformation remit added to her portfolio, and was responsible for the launch of Pampers Prestige, a high-profile new range of diapers in China which established a new premium category for the brand. Having undertaken extensive research to understand the importance of a product’s ‘feel’ to parental purchasing decisions, the Prestige range was developed to incorporate silk materials, a first for a leading diaper brand and a nod to silk’s historical association with luxury in China. Targeting new mums through TikTok and other social channels, the launch was an immediate success: Not only did it contribute to a 10th successive quarter of double-digit growth for the brand in the market, it also led to a notable increase in market share for Pampers in a highly competitive environment.