Why individual wrappers?
Long story short, we have to wrap our rolls in something to keep them moisture-free and hygienic. We could wrap 6 rolls together (that’s the limit), but we’d need to use a much thicker paper. The net paper used (by weight) to wrap a 6 pack in heavy duty paper vs. six individual rolls in the thin tissue paper we use is effectively the same. The only other option would have been to wrap all 48 rolls in a big outer plastic wrap, which we we don’t think is a worthwhile alternative.
Also, we think they look cute. They work wonders as an online product because they're eye catching and shareable. We know this because our customers are constantly sharing snaps of their deliveries on social media, and gifting rolls to friends. This is really important because the more people share what we're doing, the more we can grow and the more toilet-building and sanitation projects we can fund! (plus, it's cheaper than paid advertising).