Who we are

Welcome to National Pride (Pty) Ltd.

We are a proud LEVEL 4 BBBEE South African personal care business. We manufacture and distribute disposable baby diapers and pants, feminine hygiene pads, baby wipes, cleaning wipes, and adult incontinence products (diapers, pants and linen savers).

Our Brand stable includes Cuddlers® (the first and only South African nappy brand available in all major retailers), Baby Panda® (market leader in Zambia, Zimbabwe, Malawi and DRC), Active Care® (incontinence products), Simply Dry® (sanitary pads).

We are the largest supplier of private label brands to leading retailers and wholesalers.


Our History

National Pride was founded in 2001, as a company that produced and distributed disposable diapers.

Exponential growth was experienced, resulting in the opportunity to partner with Lodestone Brands in 2011, which took the business to the next level, offering a full range of branded disposable diapers, adult incontinence diapers, wet wipes, and sanitary pads.

In 2016, we acquired Cuddlers®, the first and oldest South African diaper brand.

In 2020 Management acquired the business through an MBO, with funding from the IDC under their Black Industrialist Scheme.

With a new-generation industrial plant in Johannesburg, offering world-class manufacturing capabilities, and a Quality Management System that is ISO 2001:2015 CertifiedNational Pride continues to grow, innovate, and offer our clients competitively-priced products that offer peace of mind, protection, and reliability.

Our Vision: “Earn Trust Everyday”

We constantly strive to provide families of all ages and stages with quality, innovative products that convert common challenges into competitive advantages.


We lead with
and courage


We are
for all we do


We are
about success


We value diversity as seen in our brands and employees


We are