Guide · Planning a Launch

Wet Wipes MOQ & Lead Times: What Brand Owners Should Know

6 min read

MOQ and lead time are the two numbers that decide whether your launch date is realistic. Get them wrong and you either tie up cash in stock you don't need yet, or miss the shelf date you promised a retailer. Here's how to read them properly.

What MOQ actually covers

Minimum order quantity is typically set per SKU, per variant — for example, 5,000 packs of a single fragrance in a single pack size. If your launch has three fragrances, that's three MOQs, not one shared pool. Most OEM manufacturers will discuss a smaller trial order for a one-time setup fee, which is worth asking for if you're testing a new variant before committing to full volume.

Standard lead time vs first-order lead time

For repeat SKUs — once your formulation, artwork and packaging are already approved — a standard lead time is around 3 to 4 weeks from artwork approval. For a first-time order, budget 5 to 6 weeks, since this includes sampling, formulation adjustments and pack approval before the bulk run even starts.

What actually slows a lead time down

• Artwork delays — the clock on "artwork approval" doesn't start until your print-ready files are finalised, not while you're still deciding on colours.
• Formulation changes after sampling — every round of "can we tweak the fragrance" resets part of the timeline.
• Festival season — Indian manufacturing slows around major festivals; if your launch date lands near one, build in buffer time.

Planning your launch calendar backward

Work backward from your shelf date: add the manufacturer's lead time, add 1–2 weeks buffer for logistics/dispatch, and add your own sampling/approval time on top. For a first order, that often means starting the conversation with your OEM partner 8–10 weeks before you want stock in hand.