All Things Baby: Capturing Baby Care

"As a promoter-driven bootstrapped start-up, one of the biggest challenges we face is that of attracting senior experienced talent," shares Tejal Bajla, Co-founder,

All Things Baby is a curated platform for mother and baby products that provides parents in India with some of the best products from the world’s leading global and Indian brands. Founded in 2019, it aims to simplify parents' lives, by offering the right solutions through superior well-curated products and content. We started with a couple of international brand alliances and today have more than 50 babycare brands. We believe that with modern parenting getting complex, there is a rampant need for hand-holding and guidance. Our platform is a content-driven commerce model, which focuses on delivering superior solutions to parents rather than simply selling products.

What are the unique key points (USP) of your company? How are you different from the existing competitors?

We are the sole distributor of 25 globally recognized international brands in India which are also being sold on our website. Apart from our own website we also distribute these products to Amazon, Flipkart, TataCliqLuxury, Firstcry, Nykaa, PharmEasy BigBasket, Myntra, and NykaaFashion. We also distribute to offline stores and currently have our products in 60 plus stores pan-India.

While signing exclusive long-term distribution agreements with leading global brands since its establishment, All Things Baby has earned a noteworthy reputation in the international baby and mother business community and is a preferred brand alliance partner for some well-known International baby brands.

What challenges are you facing in running your business? What has been the biggest learning so far?

As a promoter-driven bootstrapped start-up, one of the biggest challenges we face is that of attracting senior experienced talent. Also the ever-evolving algorithm at Fb and IG is making customer acquisition through performance marketing strategies extremely challenging and hence our marketing strategy at All Things Baby includes a combination of digital, social, influencer, offline and on-ground activities.

The biggest learning so far has been that if you are addressing an unmet need in the market with sincerity and a quality product or offering that truly fills or bridges the gap at a fair price, you will always have a customer. At All Things Baby we take pride in building genuine relationships with both our stakeholders and customers; business always just follows.

Impact of the pandemic? How has been your customers' response so far post lockdown?

A couple of months after we started All Things Baby was when the pandemic hit, and while we had gained traction in the initial few months, the pandemic was unchartered waters for every company. The pandemic and the consequent travel bans as a result of lockdowns further cemented our belief that there is a huge market in India for quality international products. It was during this pandemic that we went from 2 exclusive brand partnerships to 22 globally recognized brands. Solving for authenticity, availability, convenience, and personalised service in a market that was largely dominated by grey market supplies, we continue to remain a preferred shopping destination for parents even post pandemic.

What are the traction details (achievements of the company)?

Our brands have been well received across the country. Some brands like Beaba, Babyzen, Bambo Nature, Stokke, Brainsmith, and ezpz have done exceedingly well and continue to be loved by our customers. Geographically we’ve seen an increased demand from cities like Mumbai, Delhi, Chennai, Bangalore, and Hyderabad, while some tier 1 cities like Coimbatore, Pune, Ahmedabad are also gaining traction.

Recently, we stepped into providing our consumers a first-ever life-like experience by setting up a nursery at our headquarters in Bandra, Mumbai where parents can visit the space to touch and feel the products by appointment only.

In terms of revenue and growth, we have been recording a 100% growth YOY without any external debt or equity infusion. Our platform has seen consistent growth in the past three years. For FY 21-22, our gross revenue was 25 crores and for FY 22-23 our projected gross revenue is 50 crores.

How do you look at expansion? What are your marketing plans?

We have currently over 50 brands on our website with 2500+ unique products and we plan to take this up to 200 brands in the next couple of years.

In terms of marketing plans, our key brand ambassadors have been our customers who have championed our brand and products organically. Additionally, we recently launched our Boss Baby rewards to gratify our existing loyal consumers and to generate more referrals.

In order to increase brand awareness and traction, we are also currently utilising a mix of performance marketing, influencer, and social media marketing, celebrity endorsements, referrals through the loyalty program ‘Boss Baby’, and offline marketing during events. Influencer Marketing has also played a big part in helping us promote product features and demonstrations to the right target audience.

What is the market size and opportunity?

The Indian baby care product market is expected to grow at a compound annual growth rate of 9.52% over the forecast period to reach a market size of US$14.581 billion in 2027, from US$7.715 billion in 2020. India is the second-most populous country in the world, and its expanding population is anticipated to open up a wide range of potential for the market for baby care products in India.

Additionally, in order to provide their children with the finest care possible, parents today make well-informed and researched decisions when buying infant care goods. New-age parents are conscious of their needs and are always in search of top-tier home-grown and international products and solutions leading to greater opportunities for the industry in the future.

 What are your future plans, with respect to the Indian Market?

We intend to take experiential shopping to the next level with shop-in-shops in key locations. The addition of notable Indian and international brands to our current portfolio is a further step in our expansion strategy. Additionally, we want to concentrate on creating a content-driven commerce model that will eventually help our clients make informed purchases. We plan to further expand our product range in Baby apparel and Maternity care and clothing. We also plan to launch our own mobile app in time which would help us with retention & repeat purchases.

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