Tag: Baby Care Startups

Ghazal Alagh: Redefining Success as a Mompreneur Visionary

When a parent’s instincts to safeguard and nurture their child come into play, they can achieve remarkable things. This is precisely how Ghazal Alagh’s incredible journey began. Her deep desire to provide the finest products for her own children inspired her to create toxin-free and eco-friendly baby care items. Little did she know that this simple idea would eventually evolve into a colossal business worth INR 9,800 crores.

This article talks about Ghazal Alagh’s story which teaches us that the love and determination of a parent can spark extraordinary success. We will also explore Ghazal Alagh’s success story, including her early life, history, net worth, story, childhood, personal life, education, achievements, and more.

Ghazal Alagh Biography

Name	Ghazal Alagh
Birthplace	Haryana, India
Born	2 September, 1988
Nationality	Indian
Education	BCA, Punjab University
Position	Co-founder, Chief Innovation Office
Spouse	Varun Alagh
Company	Honasa Consumer Ltd

Ghazal Alagh – Early Life
Ghazal Alagh – Career
Ghazal Alagh – Mamaearth
Ghazal Alagh – The Derma Co
Ghazal Alagh – Personal Life
Ghazal Alagh – Investments
Ghazal Alagh & Shark Tank
Ghazal Alagh – Awards & Recognitions

Ghazal Alagh – Early Life

Ghazal was born on 02 September 1988 in Gurgaon, Haryana. She was brought up in a middle-class setup.

She finished her early education in Haryana and went on to pursue BCA in Information Technology from Punjab University. Later, she also did the Summer intensive course in Modern Art, Design, and Applied Arts from the School of Visual Arts and the Intensive Course in Figurative Art in Modern Art in 2013 from the New York Academy of Art.

It is evident that she stood as an example to many of those young entrepreneurs who couldn’t get the opportunity to pursue their higher education in top B-schools and still have the confidence to become successful entrepreneurs.

Mamaearth Founder Story

Ghazal Alagh – Career

Ghazal’s career began with NIIT as a Corporate Trainer, where she trained managers and engineers in coding languages and software from various IT companies. She started her career with a mere ₹1,200 per day. Here is what she said about this in her social media post,

My first income was modest, earning Rs 1,200/day as a weekend corporate trainer. I recall the joy of taking my mom shopping and sharing a memorable dinner.

She later ventured into a few other endeavors like founding Dietexpert & being an artist at Being Artsy.

But her biggest jump came in the next part of her career which was started when she and her husband, Varun Alagh were searching for some toxin-free baby products for their child and realized most of the baby products in the Indian market were full of toxins and harmful ingredients.

This sparked the idea of creating their own toxin-free, eco-friendly baby products and that led to the founding of Mamaearth under Honasa Consumer Pvt Ltd. in 2016.

Ghazal Alagh – Mamaearth

Mamaearth debuted with seven goods with an initial investment of ₹25 lakhs, under the parent organization Honasa Consumer Ltd., focusing mainly on baby care products.

Later on, the brand expanded into skincare and cosmetics brands. The company houses brands like Ayuga, The Derma Co., and Aqualogica, including its investments in the salon firm BBLUNT, Momspresso, and the beauty brand Dr. Sheth’s.

The D2C company, Mamaearth takes pride in being the first Asian brand with a “MADE SAFE” certification. The company is known to deliver completely toxin-free products. The company initially focused on the online marketplace, later expanding to its offline stores. The IPO of Honasa Consumer Ltd, the parent company of Mamaearth, was launched on October 31, 2023. During the subscription window, from October 31 to November 2, the shares were made available for purchase. The prices per share ranged from INR 308 to INR 324.

Mamaearth’s parent company, Honasa Consumer, has lost 50% of its market value in just two months. In September 2024, its stock was priced at INR 541 per share, and the company was worth around INR 15,000 crore. But by November, the stock price dropped to INR 227 per share, and its market value fell to INR 7,300 crore, losing INR 7,500 crore in just two months. As a result, Mamaearth is now valued at less than $1 billion and is no longer considered a unicorn.

Ghazal Alagh – The Derma Co

The Derma Co. is all about real skincare and hair care that actually works. They offer a range of products designed to tackle common skin issues like acne, dark spots and signs of aging—without the fluff. The Derma Co. is all about helping millennials feel confident in their skin and hair—because real beauty starts with taking care of yourself.

Ghazal co-founded Honasa Consumer Pvt. Ltd. alongside her husband, Varun Alagh, bringing a fresh, digital-first approach to the Indian beauty industry. A mom-preneur turned industry leader, she played a crucial role in shaping brands like Mamaearth, The Derma Co., Aqualogica and Ayuga, catering to modern consumers through D2C (Direct-to-Consumer) strategies.

Ghazal Alagh – Personal Life

Ghazal Alagh was born in Haryana in a middle-class family. She is married to Varun Alagh who is the co-founder of Mamaearth. The couple has two sons, Agasthya and Ayaan Alagh.

After the birth of their first son, the couple searched for toxin-free baby care products and realized that the Indian market lacked such products. This led to the founding of Mamaearth which produces completely toxin-free baby care products.

She did not leave her responsibility at just founding the company but also she personally did the trials of her own products.

In one of her LinkedIn posts, she wrote, I still personally try every single product before it opens up for sale to our consumers. When Varun Alagh and I started our first brand Mamaearth, it was for our child and all the babies of India. We would never launch something we won’t use on our baby. And that paranoia has stayed with us as our core value.

Ghazal Alagh shared insights on leadership, entrepreneurship, and work-life balance. She emphasizes empowering teams, learning from mistakes, and maintaining sustainable productivity. Advocating the “85% Rule,” she encouraged consistent effort over perfection to avoid burnout. She also highlighted the importance of work-life balance in managing motherhood and business. Below is her LinkedIn post:

Ghazal Alagh – Investments

Ghazal Alagh has invested in UnderNeat in March 2025, a shapewear brand launched by influencer-turned-actor Kusha Kapila. The seed funding round, which also saw participation from Fireside Ventures, is estimated to be between INR 8-10 crore, though exact figures have not been disclosed.

Ghazal has made some significant investments as below:

Announced Date	Organization Name	Funding Round	Money Raised
October 16, 2023	P-TAL	Seed Round	₹4.33 crore
June 21, 2023	Crib	Seed Round	₹15 crore
December 1, 2022	Leap.club	Seed Round	₹9 crore
October 11, 2022	Wishlink	Seed Round	₹30 lakhs
September 28, 2022	unScript.ai	Seed Round	₹10 crore
September 22, 2022	FS Life	Series B	₹50 crore
May 18, 2022	Bliss Club	Series A	₹1.5 crore
January 31, 2022	Humpy Farms	Angel Round	₹1 crore
July 19, 2021	Uvi Health	Pre Seed Round	₹2.47 crore

Ghazal Alagh & Shark Tank

Ghazal Alagh has the pride of being one of the Sharks on the business reality show Shark Tank India Season 1.

While talking about her experience in the show she says, I enjoyed talking to people and a pitch would last anywhere between 45 minutes to one hour and 15 minutes. You need to make an instant decision and it was both exciting and fun.

Ghazal Alagh – Awards & Recognitions

Ghazal was awarded the Business World 40 under 40 Awards in association with Businessworld for being a change-maker and corporate leader.
She was one of the women achievers who were honored at the 19th edition of Business Today’s ‘Most Powerful Women in Business’ event by Union Minister Smriti Irani.
She was among the 20 women enlisted on the Forbes 2022 Asia’s Power Businesswomen.
Alagh was named Women Entrepreneur of the Year 2021 by Entrepreneur India.

In a social media post, Ghazal talks about progress and success in entrepreneurship,

Progress is an everyday effort. I have seen budding entrepreneurs getting very frustrated, heartbroken, and confused when the results of their hard work sometimes don’t align with their expectations. But remember… progress is never linear. Even the tiniest of improvements, when applied consistently, realize their moment of breakthrough. So don’t give up. It takes vision to stay consistent till you achieve your desired result…

FAQs

Who is Ghazal Alagh?

Ghazal Alagh is the Co-founder or owner and Chief Innovation Office at Mamaearth.

Which is the parent company of Mamaearth?

Honasa Consumer Limited is the parent organization of Mamaearth.

Who is Mamaearth CEO?

Varun Alagh is the CEO of Mamaearth.

How did Ghazal Alagh start Mamaearth?

Ghazal Alagh co-founded Mamaearth in 2016 to provide safe, toxin-free baby care products after struggling to find suitable options for her child.

What is Ghazal Alagh age?

Ghazal Alagh was born on 2nd September 1988. She is 36 years old.

What is Ghazal Alagh education?

Ghazal Alagh finished her early education in Haryana and went on to pursue BCA in Information Technology from Punjab University. Later, she also did the Summer intensive course in Modern Art, Design, and Applied Arts from the School of Visual Arts and the Intensive Course in Figurative Art in Modern Art in 2013 from the New York Academy of Art.

Who are Ghazal Alagh children?

Ghazal Alagh and her husband Varun have two sons, Agastya and Ayaan.

When was the IPO of Honasa Consumer Limited launched?

The IPO of Honasa Consumer Ltd, the parent company of Mamaearth, was launched on October 31, 2023.

April 2, 2025

Varun Alagh: The Chief Dad and Co-Founder Powering Mamaearth’s Success

Varun Alagh is the Co-Founder and Chief Dad of Honasa Consumer Private Limited, which established its first-ever baby nourishing brand, Mamaearth, in November 2016. The company is based in Gurugram, India. Mamaearth is declared Asia’s first MadeSafe-certified brand. Varun founded the toxin-free baby, beauty, hair, face, and body care brand Mamaearth with his wife, Ghazal Alagh, who plays the major role of Chief Mama at the company. As of January 6, 2025, Mamaearth’s market value is $928 million, with a stock price of $2.86 and 325 million shares.

We will explore Varun Alagh’s success story, including his early life, history, net worth, childhood, personal life, education, achievements, and more.

Varun Alagh – Biography

Name	Varun Alagh
Born	1984
Nationality	Indian
Education	Delhi College of Engineering; XLRI Jamshedpur
Profession	Entrepreneur
Position	Co-Founder, Chief Dad & CEO, Honsasa Consumer Pvt Ltd (Mamaearth)
Spouse	Ghazal Alagh
Sons	Agastya Alagh & Ayaan Alagh
Net worth	$14.40 Million (2023)

Varun Alagh – Early Life
Varun Alagh – Education
Varun Alagh – Personal Life
Varun Alagh – Professional Life and Journey So Far!
Varun Alagh – Investments
Varun Alagh – Awards and Recognition
Varun Alagh – Mamaearth’s IPO Launch

Varun Alagh – Early Life

After completing his studies, Varun joined Hindustan Unilever Limited in 2007. During the first year, he worked as a Business Leadership Trainee. He was a part of this one-year training program. Varun then spent six months in Marketing with Lakme and Lifebuoy. He spent another six months in Customer Marketing and Sales in North India.

After completing his training for one whole year, he was employed as the Area Sales Manager of Hindustan Unilever Ltd., Delhi NCR, in May 2008. He was responsible for a 600 crore business through 29 people, spread across 22 categories under Home care, personal care, foods, and beverages.

After two years, he was promoted as the Area Sales and Customer Manager at Delhi NCR and Rajasthan in 2010. He managed a team of 37 people with 67 customers, delivering a direct distribution of 55,000 retail outlets across Delhi and Rajasthan.

After nine months, he was again promoted to the Regional Brand Manager Innovations South Asia- Deodorants. As a part of this role, he managed Innovations and communications for Sure/Rexona Deodrants in South Asia and Market development and digital strategy for Asia.

He left Hindustan Unilever in March 2012 and joined Diageo PLC as the Senior Brand Manager – Smirnoff. This role assigned him the job of managing one of the world’s largest premium spirits brands, Smirnoff, which is India’s largest Vodka brand, too. Moreover, he looked over the above and below the line (ATL & BTL). This also included the Digital and On-trade activation for Smirnoff across India.

He joined The Coca-Cola Company in May 2013 and worked as the Brand Manager for two years. Varun managed to deliver the brand business, market share, and equity targets through a collation of various marketing acts. Alagh was then promoted to Senior Brand Manager, where his role was to manage Customer Marketing for the Coca-Cola trademark across India and South-West Asian countries. He eventually left the company in November 2016, and it was in the same month that he started Honasa Consumer Pvt. Ltd., the parent of Mamaearth.

Varun Alagh – Education

Varun Alagh - Mamaearth Owner — Varun Alagh – Co-Founder, Chief Dad & CEO of Mamaearth

Varun pursued a Bachelor of Engineering specializing in Electrical Engineering from the Delhi College of Engineering (2001-2005). He later earned a Post Graduate Diploma in Business Management (PGDBM) in Finance and Marketing from XLRI Jamshedpur (2005-2007).

While Varun was completing his post-graduation degree course, he had a chance to work with companies like Colgate Palmolive, Havells Electric, Madura Garments, Maruti, and Nokia in the form of internships and LIVE projects.

Varun Alagh – Personal Life

Mamaearth Company Owners - Varun Alagh and Ghazal Alagh — Mamaearth Company Owners – Varun Alagh and Ghazal Alagh

He is married to Ghazal Alagh, who is the Co-founder and Chief Mama of Mamaearth. She looks after the product development, content, and community management of the company. Before that, she had worked in the IT corporate world. The couple has two sons. A son named Agastya had been diagnosed with a skin-borne disease called eczema since birth.

Varun Alagh – Professional Life and Journey So Far!

Varun worked with Unilever for four years and 11 months, i.e., from May 2007 to March 2012. Here, he got to learn how to add value to a brand. Varun also worked for another brand, Smirnoff, at Diageo PLC for one year and three months, i.e., from March 2012 to May 2013.

He worked with the Coca-Cola company for three years and seven months, i.e., from May 2013 to November 2016. He excelled in building brand value for nine long years by working with several renowned companies.

He founded Mamaearth in November 2016, providing a range of toxin-free baby skincare products. Both Varun Alagh and Ghazal Alagh had a suitable background in handling such a brand professionally, which was eventually developed due to personal reasons.

When Varun and Ghazal realized that their newborn son, Agastya, had a skin-borne disease called eczema, his skin was allergic to a lot of substances and turned red and itchy when exposed to such chemicals. The couple had to look for toxin-free baby care products in the market. Varun Alagh’s net worth stands at $14.40 Million.

Business Idea

The doctor advised using only natural products to avoid the worsening of his condition, but Mr. and Mrs. Alagh found that most of the baby care products in India contained toxins in one form or another. Besides, they did not think it fit to compromise with the quality. Therefore, they had to request their relatives and friends traveling abroad to bring back toxin-free skincare brands for their children. According to Varun Alagh, Mamaearth was founded after they found no alternative for proper toxin-free brands for babies in India, and the US products were becoming an added financial burden.

Co-Founder of Honasa Consumer Private Limited

Honasa Logo

Honasa Consumer Private Limited is classified as a non-government company registered at the Registrar of Companies, New Delhi. The authorized share capital of the company is INR 3,400,351,400, and its paid-up capital is INR 1,363,495,490.

Varun Alagh bought 1.8 lakh shares worth INR 4.5 crore in the company, according to stock exchange filings on December 3, 2024. He previously owned 31.88% of the company and now owns 31.93%.

Varun is the Co-Founder, Chief Dad, and Get Stuff Done Officer at Honasa Consumer Private Limited. The company exists to provide honest, natural, and safe products. Mamaearth is the first brand of the company that focuses on reducing parenting stress by providing solutions to parent and baby problems in the form of safe, international standard products.

The Directors of the company include Varun Alagh, Ghazal Alagh, Vettakkorumakankav Siva, Subramaniam Sita, Rahul Chowdhri, and Ishan Mittal. The company started with a combined investment of Rs 90 lakh by Varun, Ghazal, and a few of the angel investors.

Co-Founder of Mamaearth

Mamaearth Logo

Varun serves as Mamaearth’s Co-Founder and Chief Dad, headquartered in Gurugram, India. He founded the company in November 2016, primarily as a babycare products brand, which saw good growth and thereby expanded to several other categories, including – Beauty, Hair, Face, and Body care, and currently targets a range of audiences, including babies, moms to be, and men above the age of 15 years too.

Within two years of the startup, the company got a retail turnover of Rs 20 crore. By 2020, Mamaearth’s net worth was over Rs 100 Crore. The company eventually turned out to be the first unicorn in India in 2022 by raising $52 million on January 1, 2022.

Mamaearth has its own website, where one can shop from a diverse range of body care, hair care, organic beauty, and baby care products. The baby care range of Mamaearth can also be accessed through various e-commerce platforms like Amazon, Firstcry, and Nykaa. It also has a presence across 120+ major cities in India.

Famous Bollywood celebrity Shilpa Shetty, who herself is a mother of two babies, became the brand ambassador of Mamaearth in 2017. She believed that toxin-free products are the best. Thus, she invested around $250K in the company. Shilpa Shetty reportedly made about Rs. 45.14 crore after selling her 13.93 lakh shares during the Mamaearth IPO’s Offer-for-Sale phase. She still has over 2.30 lakh shares in the business, which are currently worth roughly Rs. 7.4 crore. Moreover, Mamaearth also raised other funding led by Fireside Ventures and Stellaris Ventures Partners.

Mamaearth – Asia’s First Made-Safe Certified Brand

Varun Alagh – Investments

Varun Alagh has invested in numerous startups to date. The Co-founder has been noted for 40+ investments, the last of which came in on July 12, 2023, where he invested $1.04 million in GreenFortune.

Name of the company	Funding round	Investment date
GreenFortune	Seed Round	July 12, 2023
Solar Ladder	Seed Round	May 03, 2023
KikiBix	Seed Round	March 31, 2023
AdmitKard	Series A	February 20, 2023
Xeno	Seed Round	March 14, 2022
One Impression	Seed Round	January 6, 2022
Nestasia	Series A	December 15, 2021
Shiprocket	Series E	December 10, 2021
Pristyn Care	Series E	December 8, 2021
Doss Games	Pre-Seed Round	December 6, 2021
Early Steps Acacdemy	Seed Round	November 24, 2021
Wiggles India	Seed Round	October 28, 2021
BeepKart	Seed Round	September 22, 2021
Ayu Health	Series A	September 15, 2021

Varun Alagh – Awards and Recognition

He received the Business Unit President Award (December 2015) for being a lead member in the MIT ICE project for turning around FBO business in 2015 from the President of Coca-Cola India and Southwest Asia. Varun Alagh’s age was only 39 when he was honored with this achievement.
He was conferred with the Above & Beyond Award (September 2015) for going beyond the call of duty on an organization-wide project from the Leadership team of Coca-Cola India and Southwest Asia.
He received the Business Unit President Award (December 2014) for leading excellent ideation and execution in the Coca-Cola Zero launch in India from the President of Coca-Cola India South West Asia.
He was conferred with the I am a Diageo Award (March 2013) for excellent execution of the Smirnoff Nightlife Activation Nationally as the President of Diageo India.
He has been listed among the top managers in HUL for two years consistently.

Varun Alagh – Mamaearth’s IPO Launch

Mamaearth’s parent company, Honasa Consumer, launched its Initial Public Offering (IPO) on October 31, 2023. The IPO was open for subscription until November 2, 2023, and was fully subscribed on the last day. The IPO price band was set at ₹308-324 per share, and the lot size was 46 equity shares. The IPO raised ₹1,701 crore.

Honasa Consumer, the parent company of Mamaearth, has lost its unicorn status after its shares dropped by about 29% in November 2024. The shares closed at Rs 237.70 each, bringing the company’s total market value down to Rs 7,721 crore, or about $902 million. The company had filed for an IPO with a valuation of Rs 10,500 crore in November 2023.

The IPO was a success, with the shares listing at a premium of 2% on the National Stock Exchange (NSE) on November 7, 2023. The grey market premium (GMP) for Mamaearth’s IPO was ₹31 on the day of listing, indicating a strong listing. The company’s strong brand recall, innovative products, and focus on digital marketing have been key factors in its success. Mamaearth is well-positioned to continue to grow in the coming years, as India’s beauty and personal care market is expected to reach ₹20,000 crore by 2025. Varun Alagh turned to social media to articulate his journey with Mamaearth so far:

“The joy of building is just pure elation, it’s so much better than moaning, critiquing, regretting and most importantly inaction. This is a momentous occasion for us but in the journey of building it’s just another moment, we shall cherish it but move on to looking for more amazing moments as we build for decades to come. While we are here, thanks a ton everyone.”

FAQs

Is Mamaearth an Indian brand?

Yes, Mamaearth is an Indian company and is based out of Gurugram, Haryana.

Who are Mamaearth founders?

Varun Alagh and Ghazal Alagh are the founders of Mamaearth.

Who are the promoters of Mamaearth?

Mamaearth promoters are husband-wife duo Varun and Ghazal Alagh, founded in 2016.

Is Mamaearth chemical-free?

All of Mamaearth’s products are 100% chemical-free. Mamaearth is the only “Made Safe” certified toxin-free brand in India, which is free of all known toxins that are banned in most countries.

What is Mamaearth net worth?

As of January 6, 2025, Mamaearth’s market value is $928 million, with a stock price of $2.86 and 325 million shares. For the year ending March 31, 2024, Mamaearth earned $238 million in revenue.

What is Varun Alagh education?

What is Mamaearth founder net worth?

The net worth of Ghazal Alagh, co-founder of Mamaearth is $20 million.

Who owns Mamaearth?

Varun Alagh and Ghazal Alagh are the co-founders and majority owners of Mamaearth.

What is Varun Alagh age?

Varun Alagh was born in 1984 and is 41 years old.

Who is Mamaearth CEO?

Varun Alagh is the chief dad and CEO of Mamaearth company.

What is Varun Alagh net worth?

The net worth of Varun Alagh is $14,40 million as of 2023.

January 8, 2025

SuperBottoms: Cloth Diapers Trading Business in India

Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations.

Diapers are one of the essential things you’ll need for your little one. Making sure your baby’s bum stays clean and dry is crucial for baby’s comfort and to avoid diaper rash. Expect to become a diaper-slinging pro in no time—most newborns go through about 10 or more diapers every day. That’s more than 300 changes in the first month, but who’s counting?

From changing diapers to starting a cloth diaper business for Pallavi Utagi; (Founder, Superbottoms) she took the traditional route and introduced cotton-based coregistered diapers as an alternative to the disposable diaper industry.

SuperBottoms- Company Highlights

Company Name	SuperBottoms
Headquarters	Mumbai
Founder	Pallavi Utagi
Founded	2016
Sector	Baby Care & Parenting
Website	superbottoms.com
Registered Entity Name	Navashya Consumer Products Pvt Ltd

SuperBottoms- About
SuperBottoms- Founder
How Was SuperBottoms Founded
SuperBottoms- Name, Logo and Tagline
SuperBottoms- Vision and Mission
SuperBottoms- Target Market Size
SuperBottoms- Product/ Services
SuperBottoms- Startup Launch
SuperBottoms- Challenges
SuperBottoms- Marketing Campaign
SuperBottoms- Funding
SuperBottoms- Competitors
SuperBottoms- Tools
SuperBottoms- Recognition and Achievements
SuperBottoms- Future Plans
SuperBottoms – FAQs

SuperBottoms- About

SuperBottoms makes baby diapers made of 100% cloth. These are an alternative to the two types of commonly known diapering systems – Langots and disposable diapers, and give the goodness of langots and the performance and convenience of disposable diapers. SuperBottoms is trying to establish a completely new category almost single handedly. Unlike regular diapers, Pallavi shifted the focus of many parents to Cloth Diapers which turned out to be valuable for the Diaper Business in India.

SuperBottoms’ mother company is – Navashya Consumer Products Pvt Ltd, which also owns a brand called BASIC which is an economy range of diapers for economy conscious customers.

SuperBottoms- Founder

SuperBottoms is founded by Pallavi Utagi.

SuperBottoms is ably supported by Pallavi’s husband in search for a skin friendly diapering option for their son when he was born. Their current team size is 35. Since most of the members in the team are mothers, they operate remotely and are extremely result oriented in nature.

As for their hiring funda, SuperBottoms checks if the person is self-driven. Considering that they do not have the visibility into the candidates’ routine, they trust them fully to do their work as required. Considering this, it is important for them to hire team members who are result oriented in their approach.

How Was SuperBottoms Founded

SuperBottoms | Pallavi Utagi — SuperBottoms Founder | Pallavi Utagi

It all started with a rash – when Pallavi had her own baby and used disposable diapers on him, it gave him rashes despite of various claims, and then she realised that the baby had a sensitive skin, so diapers can be pretty harsh. Upon checking with other mothers, she found out that this is a very common issue faced by a lot of babies. Also, as a parent, she faced the challenges of diapering a baby in traditional cloth nappies.

Then, her research started for an alternative. Cloth Diapers were already becoming popular in the US. Pallavi got a few from there but they were not very well fitted for Indian babies. She decided to follow this idea – make cloth diapers which were suitable for Indian babies and have Indianized prints which were quirky and cute! Soon, Pallavi gave a few to her friends who had their babies and they totally loved it! Before she knew it, it started selling like hot cakes and it’s them now!

SuperBottoms Eco- friendly cloth Diapers

Superbottoms was born out of a personal passion for a sustainable lifestyle. Those 3 crore babies are born each year with each using 5000 diapers in their lifetime, the number of diapers landing in landfills was disturbingly huge! As such, Pallavi saw a clear need for a product that would give the convenience of diapers while not harming the environment and baby’s skin.

Some of her very first customers joined the team and so the team grew, and now they have a team of mostly moms and dads who have personally used the products on their own babies. SuperBottoms is super passionate about the concept and they have lapped up the chance to be a part of this revolution.

SuperBottoms- Name, Logo and Tagline

SuperBottoms underwent a complete brand revamp exercise to align itself with the consumer needs – stated and unstated. As a part of this exercise, they refreshed their logo as well to signify their core values.

SuperBottoms | Logo

Softness and gentleness of the product have been a key USP of their products. As a brand, SuperBottoms is honest with its customers which has built a very high level of trust and loyalty for the brand. In fact, they enjoy a loyalty rate of more than 40%! They wanted these values to be reflected in their mascot and logo as well.

Hence, a Bummy was introduced to the logo and as a mascot. Bummy is cute, soft, gentle, innocent and fun as well! Fun is also what SuperBottoms as a brand wants to bring into the lives of parents, who often feel overwhelmed by the pressures of being new parents.

SuperBottoms- Vision and Mission

SuperBottoms’ long-term vision is to establish the category of reusable cloth diapers in India and own the category. The company wishes to make cloth usage mainstream in the world of baby hygiene, when modern convenience focused products like disposable diapers are slowly gaining penetration in the market while posing a big harm to the environment. SuperBottoms offers sustainable products which provide long term value to customers for conscious parents. Sustainability runs at the core of the brand – from sustainable products to sustainable packaging and actions like upcycling of returned products, SuperBottoms takes pride in their little contribution to the planet.

Their short-term goal is to create awareness about the category where new parents do not know that such an option of diapering which combines their wishes of skin friendliness and convenience exists and is available to them.

In the age where people are seeking traditional wisdom in modern formats, this product fits perfectly with the mindset of conscious parents who believe that when it comes to their newborns, health comes first and if presented an option they would choose a product which given them this dream combination.

SuperBottoms- Target Market Size

There are about 3 crores babies born in India each year. Disposable diapers though very high on awareness still have a penetration of less than 10% as most people prefer using cotton nappies for their children for most part of their day as they understand that natural fabrics are the best for their baby’s delicate skin and they avoid using disposable diapers as much as possible. This inherent understanding of benefits of cloth paves the way for a huge opportunity of a diaper made of cloth and SuperBottoms sees it becoming a preferred way of diapering for the babies in the coming years.

SuperBottoms- Product/ Services

SuperBottoms makes 100% washable and reusable cloth diapers. These diapers contain three parts: a waterproof outer made which is leakproof, a set of pads which is made of multiple layers of 100% organic cotton which does the job of absorbency and a top SuperDryFeel ™ layer on the pad which gives the feeling of dryness to the baby.

SuperBottoms Nappy — SuperBottoms reusable cloth Diapers

The best part about SuperBottoms UNO is that despite being made of cloth it gives the performance of a disposable diaper – waterproofing, dry feeling and a high absorption level! It even lasts all night for the baby! This concept is quite unbelievable for most people who hear about it for the first time.

The most important benefit of the product is that, being made of organic cotton it is extremely skin friendly for the sensitive skin of newborn babies as against disposable diapers which are made of harmful chemicals and plastics which often cause rashes to delicate baby’s skins. The same diaper can be sized and fits a baby throughout their entire diapering stage which turns out to be at least 70% cheaper than disposable options. Of course, being washable and reusable the product does not sit in a landfill after use and cause environmental pollution.

As a Direct-to-Consumer brand with a very strong social media community called SuperBottoms Family on Facebook, they are very close to the customers and engage with thousands of customers on an everyday basis listening to their said and unsaid needs, and taking their feedback.

Innovation is the most important tenet of the brand and the current diaper the brand sells is actually the 6th version of their product! From adopting the latest in fabric technology to getting US safety certified seal to engaging with popular designers like Alicia Souza for designing the diaper prints to building a knowledge base and using that to handhold customers in their cloth diapering journey, SuperBottoms has been a brand of multiple 1sts.

Superbottoms

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Company Profile is an initiative by StartupTalky to publish verified informationon different startups and organizations. The content in this post has been approved by the organization it is based on. With all the awareness initiatives and the movements taking place in the fieldof mental health, …

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SuperBottoms- Startup Launch

SuperBottoms enjoys a repeat rate of 40% + which is extremely high in consumer products segment. They have received an overwhelming amount of organic User Generated Content on an everyday basis. When SuperBottoms won KSP Best Eco-friendly Diaper Brand for the 3 times in a row, their Facebook community and social media were flooded with messages that their customers felt that they had won the award!

This kind of brand loyalty that SuperBottoms enjoys is unmatched for a consumer product! For 3 years SuperBottoms ran on purely positive word-of-mouth which was purely organic! After their angel round of fund about a year back, they started doing a bit of social media ads on a limited basis.

The company thinks superior quality of products and a superlative customer service is what helps them to retain customers.

SuperBottoms- Challenges

One of their biggest challenges has always been about educating the parents about cloth diapering and its benefits. Also, post-purchase usage and troubleshooting.

All of this, without having a physical presence in stores and with a digitally native business was the key challenge. SuperBottoms initially got on board a call-center setup which was too ‘professional’, and they realised parents were not really happy with the interactions. They then conceptualised the ‘momsconnect team’ which is a team of mothers, who have been their customers, working out of their homes!

This team today handles 800+ queries a day in the most professional yet empathetic manner and today, their customer service is one of the most important pillars of SuperBottoms’ success.

SuperBottoms- Marketing Campaign

Organically generated, positive word of mouth is SuperBottoms’ biggest campaign till now. They believe in making the customer truly happy that they spread good word about the brand and it has helped them till now.

However, they have to make the next leap from here, and they are looking at mass campaign very soon to establish the category and create brand awareness.

Superbottoms brand ambassador is Indian superstar Alia Bhatt who is investor too. The company is taking the lead in the “Guilt-Free Diapering” movement in India. They’re giving parents the option to choose safe and environmentally-friendly cloth diapers, like the UNO-powered 12HR Cloth Diaper. This helps parents avoid diapers with harsh chemicals and plastic, which are not good for babies’ skin or the planet. Instead, parents can opt for cloth diapers that are better for both their little ones and the environment.

SuperBottoms- Funding

Supperbottoms on August, 2023 successfully raised Rs 375 million($5 million) in a Series A1 funding round, with Lok Capital and Sharrp Ventures as the key investors. The secured funds will be instrumental for Supperbottoms as it charts its course forward, with plans to diversify its product range and strengthen its offline growth strategies.

“With the funds raised, we aim to drive initiatives that spread awareness about cloth diapering to a wider audience throughout the country,” said Pallavi Utagi, Founder of SuperBottoms.

Date	Stage	Amount	Investors
August 23, 2023	Series A	Rs 375 million	Lok Capital, Sharrp ventures
Jul 20, 2023	Funding Round – SuperBottoms	–	Alia Bhatt
May 12, 2022	Series A- SupperBottoms	Rs 225 million	DSG Consumer Partners, Saama Capital
Nov 9, 2021	Debt Financing – SuperBottoms	Rs 35 million	Alteria Capital
Apr 7, 2021	Series A – SupperBottoms	Rs 140 million	DSG Consumer Partners, Saama Capital
Jan 1, 2020	Seed Round SuperBottoms	–	DSG Consumer Partners
Nov 1, 2018	Seed Round SupperBottoms	Rs 16 milion	Titan Capital

In April 2021, Superbottoms has raised $ 2 million in series A funding from Saama Capital and DSG consumer partners. The latest funding round was raised on August 23, 2023.

SuperBottoms- Competitors

SuperBottoms is the leader by far in the cloth diaper category in India. Some of the other brands that exist in the market are Babyhug, Bumpadum, Bumberry, A Toddler Thing. They are the bestselling brand on Amazon as well in the baby cloth diaper category.

SuperBottoms- Tools

SuperBottoms- Recognition and Achievements

SuperBottoms has won the KSP (Kids Stop Press) Awards, a popular baby awards for the Best Eco-friendly Diaper Brand for 3 years in a row – from 2017 to 2019. They won the Retail Association of India award in 2018 for Best Retail Channel Strategy for their Mom Ambassador program.

SuperBottoms- Future Plans

SuperBottoms is a digitally native brand and will continue to be so for the next 18-24 months. Most of their business happens via their brand website because the customers are aware of the brand and love the same. They plan to make SuperBottoms a 100cr brand in the next three years.

SuperBottoms – FAQs

What is Superbottoms UNO?

Superbottoms UNO is a washable and reusable cloth diaper. It gives the performance of a disposable diaper – waterproofing, dry feeling and a high absorption level.

Which cloth diaper is best in India?

Superbottoms Plus Uno Reusable Cloth Diaper is the best cloth diaper.

Who are the top competitors of Superbottoms?

Superbottoms’ top competitors are Huggies, Pampers, Babyhug, Bumpadum, Bumberry, Tesco, Johnson & Johnson, and Kimberly-Clark.

Who is the founder of Superbottoms?

Pallavi Utagi is the founder of SuperBottoms.

August 30, 2023

CITTA Baby Care Products – GrandMa Approved & Backed by Modern Science

Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by CITTA.

The baby care products market in India is projected to grow at a CAGR of 11.11%, from 2020 to 2025. There is a growing awareness in parents about the health and hygiene of babies. Costomers are highly inclined towards natural and organic baby care products. There is huge demand of products with organic ingredients that have significant health benefits and are non-allergic to babies. These types of products are boosting the demand of skin-friendly baby care products in India.

CITTA is a brand owned by the Lexicon Group of Pune that offers baby bath and skincare products. Their products are made with natural ingredients with the fusion of modern science to provide safety, care, nourishment, and love to babies.

Read the startup story of CITTA, products, founders, business model, and more.

CITTA – Company Highlights

Startup Name	CITTA
Headquarters	Pune
Industry	FMCG – Baby Bath and Skin
Founder	Monisha Sharma and Akanksha Sharma
Founded	2021
Parent Organisation	Lexicon Group
Website	cittaworld.com

CITTA – About
CITTA – Industry
CITTA – Founders and Team
CITTA – The Idea and Startup Story
CITTA – Name and Logo
CITTA – Products
CITTA – Business Model and Revenue Model
CITTA – Customer Acquisition
CITTA – Challenges Faced
CITTA – Marketing Strategy
CITTA – Growth
CITTA – Advisors and Mentors
CITTA – Competitors
CITTA – Recognition
CITTA – Future Plans

Story About CITTA from Co-Founders of CITTA

CITTA – About

CITTA is a premium quality natural baby bath and skin care brand that is safe and tested. They are traditionalizing the experience of childcare for every modern parent by taking inspiration from the nuskhes [natural remedies] and love that our grandmothers showered us with. By researching the ancient rituals used in India for centuries to provide natural childcare, they have managed to modernize it by specially formulating products with high-quality ingredients most of which are Eco-Certifed and/or COSMOS certified. They understand that a baby is the most pure and precious thing in the world and so their safety is the priority, which they ensure by extensive testing that every batch of their lab-formulated product undergoes. CITTA provides each baby with the safety, care, nourishment and love exactly like a grandmother does, which is why they are 100% Grandma Approved.

They believe in 100% transparency, they are absolutely honest about every ingredient they use and mention the same on their products. When you start using CITTA’s products on your baby, CITTA becomes a part of your child’s life and so it also becomes their duty to protect and ensure that every child is safe and get benefits from their products.

CITTA – Industry

They began their research online by understanding the market size and audience using reports like Deloitte. After they understood their target audience a little and the basic market size, they worked with the Lexicon Center for Research and Innovation who helped them conduct further detailed research.

CITTA – Founders and Team

CITTA was co-founded by a mother and daughter duo – Monisha and Akanksha Sharma.

Monisha Sharma completed her B.Tech in Cosmetics and is the Director of the Lexicon Schools, along with being the co-founder of CITTA.

Akanksha Sharma completed her Bachelors in Creative Industry Studies from FIDM, Los Angeles and is the co-founder and CEO of CITTA.

Together, their dream is to create an honest and natural brand that combines Indian traditions for the modern user. The team has 9 people including the founders. One thing they all have in common is that they are all dedicated towards growing CITTA and work passionately, they call themselves the CITTA family.

CITTA – The Idea and Startup Story

Akanksha Sharma was studying in the US when she heard the news about the ongoing case of a certain baby care company. It really disturbed her. Babies are the most innocent beings and it’s our job to protect them so anything we apply on them needs to be 100% safe. Growing up in a large family of 10, she had the opportunity to receive the love and knowledge of her dadi and nani and all their nuskhas. She wanted to share it with every precious little child. When she came back from the US, with the help of my mother, who studied cosmetic technology they decided to create CITTA, a natural and safe option for parents where tradition is backed by modern science. They were able to connect with a research and development lab with over 25 years of experience. Then they conducted research on the ingredients and traditions across India. Post that the formulations they developed and tested, they worked on this for over 15 months to perfect the formulations. Only after they were satisfied with the formulas, they go into manufacturing at a safe and GMP-certified facility. Today their extensive journey is yielding great results as doctors across Pune are appreciating and recommending CITTA products.

CITTA – Name and Logo

CITTA Logo

CITTA is inspired from a sanskrit word ‘Chitt’ which means consciousness. They hope that everyone is extremely aware and conscious about what they apply on themselves and their baby’s skin and it ties them to our Indian heritage.

Akanksha Sharma, the CEO actually made the logo herself, it’s meant to reflect the simplicity and premium quality and ingredients.

CITTA – Products

Their natural premium babycare products range consists of,

Moisturizing Baby Balm- the first of its kind in India, which provides longer lasting moisturization than a cream, with 7 natural oils, Vit E and goodness of Shea Butter.
Gentle Foaming Baby Shampoo – the 1st Indian natural foaming shampoo for babies with the goodness of oats and almond oil, No tears.
Tender Foaming Baby Wash – the 1st Indian foaming baby wash with aloe vera and coconut for increased moisturisation and rice protein for natural cleansing.
Soothing Talc-Free Baby Powder – Talc-free with cornflour and oat silk
Nourishing Baby Massage Oil – a unique blend of 12 Nourishing Oils and Vitamin E.

A majority of the ingredients are ECOCERT and/or COSMOS and/or NATRUE certified. They, at CITTA, believe in creating a 100% vegetarian brand with raw materials which are strictly sourced from suppliers that DO NOT test on animals and are 100% cruelty-free. All their products are innovated so that they are more convent for the parent and bottles tradition, eg. Most baby shampoos are thick and need to be mixed with water and then applied to the baby’s hair, since CITTA baby shampoo are foams, they can be directly applied to the baby’s hair. It also has almond, olive, and coconut oil to keep their hair soft and nourished.

CITTA – Business Model and Revenue Model

CITTA is an FMCG company and are reliant on e-commrece at the moment. They are available on multiple reputed platforms like Amazon, FirstCry, Flipkart, JioMart and more. They are also available in medical stores across Pune city, and are recommended by pediatricians and dermatologists. CITTA is in a unique market space, since very few premium baby care brands exist in the baby bath and skincare category, however premium ingredient quality leads to premium pricing.

Here’s a list of their products and their MRPs, however they run seasonal discounts and offer promotional pricing at in-store purchases.

1.Moisturising Baby Balm 200gm – Rs.1099
2.Nourishing Baby Massage Oil 200ml – Rs.999
3.Tender Foaming Baby Wash 150ml – Rs. 799
4.Gentle Foaming Baby Shampoo- No Tears 150ml – Rs. 759
5.Talc- Free Baby Powder 200gm – Rs.659

Their commission varies for every marketplace.

CITTA – Customer Acquisition

They launched initially by creating social media handles and their website. However quite early they started working with channel partners like Amazon. Creating awareness using Instagram and Facebook worked well for them, but the most precious thing for them is word of mouth and they are receiving wonderful feedback from most sources, who are passing the word forward.

A decent chunk of their orders are from returning customers, so retaining consumers is easier when genuine quality is provided and products show effective results. However to attract new consumers they market on various social media platforms, as well as Google and the newspaper.

They recently took part in their first offline event in Pune and it turned out quite successful. On the very first day of the two-day event the hero product of CITTA- the Moisturising Baby Balm, which is the highest priced product, got sold out! They believe that they have created products that are solving genuine consumers’ issues and hence they are trying to take a more direct approach to marketing. As for collaborations they believe in grabbing any opportunities that come their way!

CITTA – Challenges Faced

They began right in the middle of the lockdown where vendors were far and few and timelines were very difficult, the price of materials had shot up exponentially due to trade barriers and lack of resources. Another issue was that most vendors required huge minimum orders and as a new and bootstrapped company they couldn’t produce too much or invest so much in materials, so it was a struggle to find vendors. However, they were able to find a few vendors who believed in their vision when they explained their brand values to them and that’s how they started their journey. The effects of the Covid induced lull in the market but things are looking positive now and they are optimistic about the future.

CITTA – Marketing Strategy

Their best marketing campaigns have been the ones where they have shared people’s honest feedback about the product, so consumer testimonials and proof has yielded good results. Also sharing their brand story has helped in explaining to people how and why CITTA was created.

CITTA – Growth

Currently, they are available across India on e-commerce sites like website and on marketplaces like Amazon, FirstCry, Flipkart and they are joining other platforms as well. They are also available offline in their home city of Pune. They are available in medical stores and they are in process of collaborating with a large medical chain across India. They are associated with premium maternity and childcare hospitals in the city and are being recommended by top doctors of the city. They are also starting to work with mom-influencers who are careful about what they recommend to their audience. They hope to expand offline to other top cities in India and market more heavily using digital and traditional methods.

CITTA – Advisors and Mentors

Since Mrs.Monisha Sharma has over 25 years of experience she guides them, along with Mr.Pankaj Sharma the president of the Lexicon Group. They are supported by their R&D partners in terms of research and formulations.

CITTA – Competitors

Their competitors are brands like Himalaya baby since they are both natural brands. Price-wise their toughest competitor is SebaMed Baby.

CITTA – Recognition

CITTA is a Dermatologist Tested and Approved brand, as well as an FDA approved brand. The manufacturing is done in a GMP certified facility and most of their ingredients are either ECO-CERT, and/or COSMOS and/or NATRUE certified since they only work with the top materials vendors for enhanced quality. Their mild fragrance is IFRA – The International Fragrance Association certified as an allergen-free fragrance and hence even though they use only the smallest quality of fragrance in their formulations they still want to ensure that it causes no reactions on the baby’s sensitive skin. They also worked with the office of the Gov. of Maharashtra to provide free skincare kits to young underprivileged babies and children.

CITTA – Future Plans

They hope to make CITTA a household brand in India. They believe that every child deserves the best and it’s their duty to provide it as their products are safe and natural, inspired by Dadi Nani ke Nuskhe and backed by science. Once they are successful in making CITTA a household name in India, then they plan to export in the future too as they want to reach out to most of the children across the world with their products. Their products are of international quality and would be appreciated by the people there too.

FAQs

Who is the founder of CITTA?

Monisha Sharma and Akanksha Sharma are the co-founders of CITTA.

When was CITTA founded?

CITTA was founded in 2021 in Pune.

What are the popular CITTA baby care products?

Some of the popular baby care products by CITTA are:

Moisturizing Baby Balm
Gentle Foaming Baby Shampoo
Tender Foaming Baby Wash
Soothing Talc-Free Baby Powder
Nourishing Baby Massage Oil

March 15, 2022

Bdiapers- India’s First Hybrid Cloth Diapers

Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by Bdiapers.

“Can we use Diapers for babies? Cloth or disposable diapers? Are diapers safe for infants? How often should I change my baby’s diaper?” These are some basic issues that every parent has to go through in the early days of their new-born babies. So, parents have resorted to disposable diapers to keep their babies dry and comfortable. But how safe are these diapers for new-borns?

The initial phase of parenthood is hectic because you strive to give the best to your baby. While diapers can make things easier, using diapers for longer periods generates heat. So, changing diapers frequently is the key to ensure that your baby is dry, comfortable, and healthy. Bdiapers is India’s first and only hybrid cloth diaper that can hold a washable or disposable insert and solution to many new parents.

Bdiapers- Company Highlights

Company Name Bdiapers

Headquarter Bangalore

Founder Amrita Vaswani

Founded 2019

Sector Baby Goods / Apparel

Website bdiapers.in

Registered Entity Name Earths Best Marketing LLP

Bdiapers – About
Bdiapers – Founder
How Bdiapers Started
Bdiapers – Name, Logo and Tagline
Bdiapers – Vision and Mission
Bdiapers – Target Market Size
Bdiapers – Products/ Services
Bdiapers – Business and Revenue Model
Bdiapers – Startup Launch
Bdiapers – Customers/ Clients
Bdiapers – Challenges
Bdiapers – Competitors
Bdiapers – Recognitions and Achievements
Bdiapers – Future Plans

Bdiapers – About

Bdiapers is a hybrid diaper with a cloth shell that works with chemical-free disposable nappy-pads. These diapers come in a patented two-part pouch system that separates the “cloth” from the “diaper”. The disposable nappy pads are bleach, fragrance & dye free hence hypoallergenic and do not cause a rash. The cloth shells are sized and trendy in design, and they offer a complete range of healthy diapering solutions for conscious, green parents.

Bdiaper is India’s first and only hybrid cloth diaper that can hold a washable or disposable insert. These work in a 2-part system with a cloth shell and a removable waterproof pouch that holds the insert pads. The cloth shells come with matching T-shirts, headbands, and bandana bibs to complete the look, and make for comfortable and stylish clothing for the baby. While the disposable inserts are fragrance, bleach, and dye-free hence hypoallergenic.

Bdiapers – Founder

Amrita Vaswani is the Founder of Bdiapers.

Bdiapers Founder | Amrita Vaswani

Currently, Amrita is running the company along with her team. She completed her MBA in Australia and has over 10 years of consumer marketing experience from companies such as Colgate Palmolive, Microsoft, and American Express.
Bdiapers has 4 full time and 3 part-time folks along with some freelance content writers and all the full-timers are involved in every aspect of the business. They are all entrepreneurial, customer-focused and they all love babies

How Bdiapers Started

Bdiapers is a labor of love that came out of Amrita’s own experience of diapering her two boys. Her older son was prone to rashes; she was tired of chemicals in disposable diapers, and while Amrita was committed to cloth diapering, she was missing the convenience of disposables. She looked around for a diaper that was healthy, easy to use, eco-friendly, and affordable but she couldn’t find one that would fit the bill.

Amrita then started the design of Bdiapers with a home machine and a tailor. The first set of disposable inserts were imported and biodegradable, however when they relaunched in 2019, they decided to make their product completely made in India, and they are still searching for a completely biodegradable disposable insert that can be locally manufactured.

The diaper itself has gone through several versions since 2016 when Amrita’s 2nd child was born. The first lot of Bdiapers were made with matching T-shirts to make these as complete pieces of clothing, versus just an accessory.

From that, they have had several changes in designs (including the method with which we attach the pouch) and our disposable inserts as well. We had a lot of success initially with new moms and their first set of customers was very excited about the concept. Amrita, then, had to shut down due to personal reasons and since her relaunch in 2019 they have had several satisfied customers. Bdiapers’ first channel partners were Firstcry, Amazon, and Flipkart and since then the company has grown to be present at almost all eCommerce portals.

Bdiapers – Name, Logo and Tagline

How they became Bdiapers is a story of serendipity. They started back in 2015 as Bumchum Diapers however due to a personal tragedy, Amrita was unable to further expand the business at that time. When they restarted in 2019, someone had taken over their brand and registered Bumchum so they weren’t able to use it anymore. By then the “B” was already a part of their existence, hence they decided to call themselves “Bdiapers”. They are very happy with their new brand.

Bdiapers – Vision and Mission

In the short term, Bdiapers is looking to create knowledge around the concept of Hybrid Diapers and create awareness about the hazards of using single-use disposable diapers on the baby’s health and her environment. They wish to seek feedback on their new system of diapering and work towards a completely green (i.e. Biodegradable) product in the future.

Their long-term vision is to disrupt the diaper category and create options for mothers like myself who are tired of chemicals in disposable but are not fully able to commit to the cloth as an option.

Bdiapers’ core belief is that mothers deserve the option to choose what they feel is convenient and healthy for themselves and their babies. The company wishes to incorporate modern convenience in traditional products that are healthy, affordable, and eco-friendly.

Bdiapers- Target Market Size

The Indian diaper industry is pegged at 5 Billion growing at 5.8% CAGR. With Covid-19 awareness parents are getting conscious about the choices they make in products that impact the health of their children and the world they will grow up in. With the rise of the Make in India campaign, several new brands have emerged in the baby space that has propelled growth within the category.

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Bdiapers – Products/ Services

Bdiaper is India’s first and only hybrid cloth diaper that can hold a washable or disposable insert. These work in a 2-part system with a cloth shell and a removable waterproof pouch that holds the insert pads. The cloth shells come with matching T-shirts, headbands, and bandana bibs to complete the look, and make for comfortable and stylish clothing for the baby. While the disposable inserts are fragrance, bleach, and dye-free hence hypoallergenic.

Bdiapers Hybrids are the healthiest, most eco-friendly diapers available in India These diapers help keep the convenience of disposables and the health of cloth in a diaper that is affordable, leak-proof, rash free and convenient. These diapers were designed by Amrita as she was tired of the inconvenient cloth diapers and the painful rashes caused by chemicals in disposables. She wanted a product that was easy to use and helps break the cycle of exposure to chemicals on her baby.

Bdiapers Love Bug Set

In order to reduce toxic waste, the 1st batch of Bdiapers was sold with imported biodegradable disposables. Amrita believed biodegradable would encourage green diapering however with the exorbitant pricing of these leading to a smaller audience converting to Hybrids, she started to focus on the design of an insert that was manufactured locally, fit their Bdiaper shells securely, without compromising on absorbency and comfort. And this is how they moved to its chemical-free inserts having the entire product made in India.

Bdiapers – Business and Revenue Model

Bdiapers mostly sell online through B2B e-commerce channels and their own website. They also sell through some retail stores in Nagaland through a distributor. Everything they sell is in the price range of INR 199 – INR 1399 and they try and cater to the entire range of healthy diapering solution which includes rash balms, baby wipes, diaper bags, and other accessories apart from its Hybrid Diapers.

Bdiapers – Startup Launch

Bdiapers launched its website in May 2020, and reached its target of 100 customers within two months! Since launch, they have over 450 loyal customers with a good number of them coming back. However, the bulk of their sales come from Bdiapers’ eCommerce channel partners Firstcry and Amazon.

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Bdiapers – Customers/ Clients

What has really worked for Bdiapers as a company is their product in itself. Being the only brand in India doing something disruptive in the diaper space has given them some much-needed visibility. There are improvements still needed in the design and soaking ability of the inserts and they are working tirelessly to incorporate all that they have learned from feedback from their customers over the last few months.

They have also launched new prints and are working on a line of newborn diapers and accessories. But the reason they have customers coming back is that they are affordable, healthy diapering solution in India and are completely locally manufactured.

Bdiapers – Challenges

They re-started operations in September 2019 with their website ready in May 2020, hence like most other startups in its stage, their biggest challenge has been Covid-19, like many startups. Since the start, Bdiapers has faced issues like factories that made their products closing down, losing good people, and several other setbacks.

Bdiapers has had to improvise, hustle, and in a lot of places take the hit on the high prices of trims and costs of production without compromising on quality. This has hurt its liquidity and has been the biggest challenge.

Bdiapers – Competitors

Bdiapers do not have a direct competitor in India, however, their biggest competitor in the hybrid diaper category doing great work is in the US called Gdiapers (the similarity in name is purely a coincidence!). In India, SuperBottoms is doing phenomenal work in bringing full cloth diapers to Indian moms. However, their product is different in concept and design from a complete cloth diaper or disposable diaper.

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Bdiapers – Recognitions and Achievements

It’s the small achievements which lead up to big ones! Since May, Bdiapers has been shortlisted for the Facebook small business grants program and is awaiting the final results.

They have also been selected in the Kids Stop Press “Best Cloth Diaper in India” for 3 years in a row.

Bdiapers – Future Plans

Bdiapers hopes to build the category of hybrid diapers and comes with a great product that will be a healthy, eco-friendly, affordable alternative to single-use disposable diapers. They also hope to create more and more awareness amongst parents regarding chemicals in disposables and their harmful effects on the baby’s health in the long term.

Frequently Asked Questions – FAQs

What is Bdiapers?

Bdiaper is India’s first and only hybrid cloth diaper company.

When was Bdiapers founded?

Bdiapers was founded in 2019.

Is Bdiapers Indian company?

Yes, Bdiapers is an Indian company headquartered in Bangalore.

April 13, 2021
Top 24 Leading D2C Brands in India to Watch Out for in 2022

The pandemic has majorly affected startups around the globe. It has entirely changed the perspective of consumers towards brands and the marketplace. Consumers are widely preferring well-established brands and raising great concern towards hygiene, sanitation, convenience, quality and health.

In these times, the Direct-to-consumer (D2C) brands are gaining great profit and upraise in the market. On this note, tons of conventional brands such as LG, Havells, Ajanta-Orpat and Piaggio picked up the D2C model and applied it in their business.

Brands across the globe are shifting towards the D2C business model, removing the middle source. These brands are launching their native stores so that consumers could directly contact them. In India, D2C startups are running to a great extent.

However, in pandemics, these D2C brands suffered as well. As the D2C brand’s investment rate declined by 69% as compared to previous records. Meanwhile, the total funding was raised around $117.6 million throughout the year.

The D2C brands from all sectors including home decor, fashion & cosmetics, FMCG and electronics experienced advancement in numerous aspects. In this article, we have listed the top 24 D2C brands in India. Let’s get started!

What Is a D2C Business?
How Does the D2C Business Model Work?
Advantages of D2C Business
Top D2C Brands in India

What Is a D2C Business?

D2C brands are companies that build their offering around direct digital marketing channels as opposed to selling through an online marketplace, retailer, or auction site. D2C business model in India eliminates middlemen to reach the end consumers and thus saves a lot of costs spent on distribution.

How Does the D2C Business Model Work?

In the D2C model, Any seller or manufacturer willing to sell his products directly to his customers can set up an online website or store and promote the products on various social media platforms. This business model completely eliminates the middleman.

A study revealed that around 55% of consumers prefer to buy products directly from a brand or manufacturer’s website rather than retailers and distributors. This is a benefit for D2C brands in India and gives them an edge over conventional methods that involved middlemen.

Advantages of D2C Business

Increase in Sales

As more and more consumers are finding it convenient and reliable to buy products from the manufacturer’s website, it assures a rapid increase in sales.

Understanding Consumer’s Needs

Establishing a direct relationship with consumers enables the companies to clearly understand their needs and in turn, personalise their experience so that they visit their store again.

Cost Reduction

When the company is self-sufficient in reaching its customers, it negates the role of any third-party distributors who earlier had to be paid.

Diverse Catalog of Products

Now that the companies do not require a physical area for selling their products, they can sell from a diverse catalogue of products, enabling them to offer extensive variety to attract customers.

Top D2C Brands in India

1. Bombay Shaving Company

Bombay Shaving Company is a prominent men’s grooming brand based on the D2C model. This is one of the leading D2C brands in India. Bombay Shaving Company is the first-ever personal care brand that fulfils all the requirements of the consumers, globally. The Company was founded by Shantanu Deshpande in 2016 and is headquartered in Delhi NCR.

Today, Bombay Shaving Company have over 2 million users and has around $3.4 billion market value.

2. Mamaearth

Mamaearth Website

Mamaearth is a well-distinguished brand that received huge customer engagement and loyalty. As the consumers are putting generous efforts into fulfilling personal care needs, Mamaearth made its appearances over all the e-commerce websites such as Amazon, Flipkart, Firstcry and Nykaa, which resulted in the company with huge profitable deals.

The users are widely preferring Mamaearth for their skincare and that’s why the company grew a huge consumer base. The revenue of Mamaearth has increased by around 3 times from the last 2019 records.

3. The Moms Co.

The Moms Co.

The very amazing personal healthcare brand for mothers. The Moms Co. sells personal care products, for all purposes like mom and baby care and postnatal, certified toxin-free by Australia. Its products are available on all e-commerce as well as physical shops. And its major source of revenue directly comes from its selling. The Moms Co. holds a market value of $6.5 billion.

4. Plum

Plum Website

Plum is an organic omnichannel clean beauty brand. Plum has experienced great profit since the consumer shift to the internet. The brand holds a value of around $23 billion by the year 2022.

Plum’s team size has heightened twice that of actual and catering of over 250M+ consumers per month.

5. Loom Solar

LOOM SOLAR is a D2C startup, a manufacturer of Solar Panels and Lithium batteries in Renewal Energy space based out of Faridabad, Haryana. It is founded by two brothers Amol and Amod (Ex- Schneider, Airtel) in 2018.

The Company helps Home Owners to reduce electricity bills in urban areas, while in small towns, it helps consumers to have 24X7 electricity by putting solar panels and Energy Storage Systems on the Rooftop

Recently, it reached a milestone of powering 50,000 homes from Solar Power across India.

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6. Wakefit

Wakefit Website

During the pandemic, people have put immense concern and time into the style of their houses. And for this, the innovative sleep & Home Furniture Solutions Startup has experienced extensive growth. As of 2019, Wakefit had revenue of INR 80 crore and by the time of 2023, it has targeted up to INR 10,000 crore.

7. Wow

Wow Website

Wow is a widely famous skincare pharmaceutical D2C brand founded by Arvind Sokke and Ashwin Sokke; Manish Chowdhary and Karan Chowdhary. Wow is a total of $50 million worth of business.

Wow has its products in over 5,000 stores and pharmacies across India.

8. Sugar

Sugar Cosmetics Website

The immensely growing beauty and makeup startup, Sugar Cosmetics was founded in 2015 in India. Sugar Cosmetics mainly targets women between the age of 18 to 25. Today, it has more than 2500 retail locations in over 130 cities across India. Its products are easily available at Lifestyle, Health & Glow, Shoppers Stop and NewU.

9. BoAt

BoAt Website

BoAt is a very famous and distinguished electronic lifestyle company that provides stylish and high-quality electronic devices, at reasonable prices. BoAt’s products are available on every e-commerce website including Amazon and Flipkart. The company sells over 10,000 products every day and has more than 20 million users in India.

10. Noise

Noise Website

Noise is a D2C startup with a duo partnership with Chinese manufacturers to develop smartphone cases and sell them in India. Noise has a total revenue of INR 430 crore.

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Top D2C brands in India

11. Licious

Licious Website

Licious is a distinct meat and seafood d2c brand that provides absolutely clean fish, eggs and meat. The company runs on a farm-to-fork model and provides its customers with the highest quality and totally fresh meat and seafood.

Licious has over 3500 employees and receives millions of orders every month. Its customer base is over 1 million.

12. Sleepy Owl

Sleepy Owl Website

The cold-brew coffee brand, Sleepy Owl caters for the demands for brewed and epicurean coffee across India. Sleepy Owl has numerous outlets in different cities and also, many online channels for selling its amazingly flavorful brewed coffee.

13. Country Delight

Country Delight Website

Country Delight is a leading startup for supplying fresh and pure milk at the doorstep of customers. It runs on the D2C business model and refers to consumers immediately.

Country Delight improves the wholesome practice of Indian farmers and pays the price before its date in order to beat the competitors.

14. Pepperfry

Pepperfry Website

Pepperfry is known to be India’s biggest and very famous online furniture startup. It provides furniture, kitchen equipment, bath, housing and dining appliances. Today, the startup has over 3.5 million active users and more than 5 million visitors per month.

Pepperfry holds over 20 studio locations across India and 500+ vehicles for delivering the furniture consumer’s houses.

15. Healthkart

Healthkart Website

Healthkart was founded by two IITians: Sameer Maheshwari and Prashant Tandon in 2011. This D2C brand offers great quality fitness products and assistance to help the consumer in attaining their fitness purpose.

Healthkart offers customers to order fitness products online as well as from offline stores. Its products are available in over 110 offline stores in 40 cities across India.

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16. Lenskart

Lenskart Website

Lenskart is known as the biggest organised eyewear brand in India. The company offers over 5,000 designs of frames and around 45 different types of personality lenses. Lenskart has over 600 outlets in more than 66 cities across India. Its revenue as of 2020 is INR 967 crore.

17. Melorra

Melorra Website

The first-ever lightweight jewellery startup, Melorra, was developed by Saroja Yeramilli. Melorra is a Bengaluru-based leading D2C company in India that offers jewellery in a wide range at affordable prices.

Melorra is known as the biggest distributor of jewellery in India, which has delivered its jewellery in more than 1,700 towns.

18. Flatheads

Flatheads Website

Flathead is a prominent Indian footwear startup that offers very stylish as well as comfortable footwear, suitable for every occasion. Flathead was founded by Ganesh Balakrishnan and Utkarsh Biranda. It follows the D2C business model and has grown extensively.

19. Bewakoof

Bewakoof Website

Bewakoof is a very popular clothing brand that widely targets the young generation in India. Bewakoof has over 10 million active users every month and has revenue worth INR 200 crores as of 2020.

Bewakoof generates ML models to optimise their customer’s accession channels and enhance broad customers’ accession costs.

20. Candes

Candes Website

Candes is one of the top D2C brands in India that recently raised its funding up to $3 million. Candes is a Delhi-based startup founded by Sandeep Agarwal and Vipin Agarwal in 2015.

The annual revenue of Candes is around INR 200 crore. And have sales worth INR 10 crore every month.

21. MyGlamm

MyGlamm has recently opted for the most intriguing way of reaching more consumers. It has adopted the lifestyle content platform POPxo, in order to enhance the digital reach and create the 3C funnel.

Today, the company has over 2 million active users. MyGlamm generally targets women between the age of 16 to 25 and through this, it has witnessed a growth in its revenue up to INR 200 Crore.

22. Zissto Sauces

Zissto Website

Zissto Sauces is a Mumbai-based company that offers a selection of convenient, tasty, and authentic sauces. Launched by Kanhai Porecha in 2017, the company aimed to save cooking time, especially for bachelors and working couples.

Kanhai started Zissto after returning to India from the UK where he did his graduation. He said he wanted to introduce authentic and easy-to-go Indian cooking sauces.

Today, the brand sells 50,000 sauces bottles across Mumbai, Chennai, and online portals like Amazon and Flipkart.

23. Everpret

Everpret Website

Everpret is one of the top Indian D2C brands. It manufactures and sells designer bags for working women. The founder, Yashas Alur, worked in a Bengaluru-based company before starting his own business. There, he noticed many women employees carrying more than one bag which was highly inconvenient that didn’t suit their work attires.

From there, the idea of redesigning workbags to fit all essentials seeded inside him. So he quit his job and raised funding of Rs 8 lakh for his idea from his former boss.

Yashas launched the Everpret website in January 2018 and started selling designer bags for working women that had enough room to fit all their essentials and also complimented their work clothes.

24. Super Smelly

Super Smelly Website

Super Smelly is India’s first and only certified zero toxins personal care brand that offers products specially formulated for teenage skin. The company was launched by Dipali Mathur and Milan Sharma in 2018.

As the brand is still too young to have its own manufacturing setup, Super Smelly products are manufactured at third-party facilities located across other parts of India. However, R&D is done in-house. They only use fragrances that are completely free from any toxins and allergens. The product is effective and completely toxin-free as well.

Super Smelly is available across all major e-commerce channels. The brand also serves US and UK customers through Amazon. It is now witnessing a month-on-month sales growth of 70 percent.

Conclusion

The internet has brought people closer than ever before. Today, with the internet not just being a luxury for a few, but turning into every household commodity, we have seen the emergence of direct to consumer (D2C) brands in India and as a commerce model in the consumer arena. D2C Model is the future of Indian trade and retail.

FAQs

What are D2C brands?

Direct to consumer companies in India have created a new methodology for eCommerce success which is taking their products directly to their buyer. Direct to consumer is a term that means when brands sell directly to their end customers eliminating the role of retailer, distributor, wholesaler, or other outlets.

What are some of the top D2C brands in India?

MyGlamm, Wow, MamaEarth, BoAT, Bewakoof, Noise and Licious are some of the top D2C brands in India.

Why are D2C brands successful?

Most D2C brands are successful because they don’t have to share first-party data with retailers as they directly sell the products to consumers.

April 12, 2021

Company Name	Bdiapers
Headquarter	Bangalore
Founder	Amrita Vaswani
Founded	2019
Sector	Baby Goods / Apparel
Website	bdiapers.in
Registered Entity Name	Earths Best Marketing LLP