Delhi-based BabyDestination.com, a one stop digital parenting community providing opportunities to learn and share parenting experiences and recommendations, has recently raised an investment worth 2 crore from GEMs Partners, a micro VC fund based in Delhi and led by Aditya Gupta and Tariq Khan, an angel investor from New York, in a fresh funding round.
Baby Destination is a fairly new entrant in India’s online maternity and parenting lifestyle management space founded by entrepreneur couple Tamanna Dhamija and Tarun Dhamija; both of them were highly paid professionals in the banking and finance sector in New York, USA, before they left their careers and returned to India in 2016 to start their own venture Baby Destination. Since its inception, the startup has until now bootstrapped its journey; the founders themselves invested funds initially to build a small team of employees.
After successfully establishing its feasibility in the domestic market in the last one year, Baby Destination now aims to focus on product development and consolidation in order to increase the scale of users, improve personalized user experience, and hence boost average revenue per user (ARPU) with the help of the newly-raised funds.
Tamanna Dhamija, founder, BabyDestination.com said, “I am delighted to say that receiving this investment marks a significant milestone for Baby Destination. The fresh capital will be utilized towards pushing internal growth and for hiring in our key areas such as technology and product development, community management, business development, and marketing and sales. This will also support our long term goal to become the largest, most trusted, and globally recognized digital parenting platform for cutting-edge personalized information and product discovery.”
Meanwhile, Tarun Dhamija, cofounder, BabyDestination.com informs, “Ours is a large and growing market segment. While we are happy to get funding, we also realize more strategic opportunities in the online lifestyle management ecosystem with huge internet penetration in recent times, as well as demographic opportunities with increasing numbers of first-time mothers in Indian metros. Our aim is to achieve at least 1 million monthly user sessions by next year end, and become operationally EBITDA positive, as we continue expanding our B2B Client base, tie-ups and revenues.”
Owing to urbanization and increasing digitization, the parenting scenario in India has witnessed a paradigm shift in recent years, where new mothers are becoming socially connected and want to consume credible advice on parenting online. Parents nowadays require access to accurate parenting information and resources depending on their child’s life stage, and this is exactly where Baby Destination has stepped in, adding immense value with its online micro communities, social media engagement, video parenting, offline mom and kids events, and so on.
Going with the multi-channel user acquisition strategy, Baby Destination has already built a network of 3 million moms on Facebook, and engages with more than 4000 moms on WhatsApp to create a peer-to-peer digital community inspired upon collective wisdom of ‘netizen mothers’.
The startup has witnessed strong organic growth since launch, with an average of close to 50 percent MOM growth on the website. It has also proven tech leadership in the domain by launching a first-of-its-kind parenting Chabot in India, which provides automated content discovery to the users.