Powered by community: BabyChakra aiming to achieve 30% month-on-month growth with new baby care range

On May 25, BabyChakra announced the launch of its direct-to-consumer baby care brand. It debuted with 14 new products made with 100% natural and certified organic ingredients. The range was created with input from doctors as well as its community of mothers.

“We co-created the range with mothers’ who shared want their needs were when it came to choosing products for their babies and doctors’ whose expert inputs help us put together a range… For us this is just the beginning and are definitely moving towards being a leading and trusted baby care brand in India,”​ said Naiyya Saggi, founder and CEO of Babychakra, and co-founder of The Good Glamm Group.

Speaking to CosmeticsDesign-Asia​, she noted that India’s mom and baby care segment is a U$4bn market. However, it was estimated that penetration was only 15% as families were still “underserviced with products and solutions that ensure care.”​

Saggi had previously​ told CosmeticsDesign-Asia​ that the firm had plans to launch over 80 new products to tap into this growth.

Riding a rising wave

The baby care products market in India is poised to grow by $10 billion from 2021 to 2025, progressing at a compound annual growth rate (CAGR) of over 14% during the forecast period.

“The market will be driven by an increase in Internet penetration and online availability of baby care products and the growing number of nuclear and single-parent families,”​ Saggi said.

“We are looking at hitting an INR100Cr (U$12.9m) run rate by the end of the financial year. Hence, we are looking at a min of 30% growth month-on-month.”​

In March, BabyChakra announced the acquisition of regional parenting network, Tinystep in order to expand its regional footprint across nine new languages in India with a target to reach 75 million moms by the end of 2022.

Being able to tap into this community will be vital for the growth of the BabyChakra baby care brand, said Saggi.

“Mothers value the advice and recommendations from other mothers, experts, or caregivers before purchasing products for their kids. At BabyChakra, we have created a community of mothers who offer advice, recommendations, and support to each other.”​

BabyChakra was acquired in August 2021 by The Good Glamm Group, which invested INR100cr (U$12.9m) to build a mummy- and baby-centric content-to-commerce platform over three years.

The Good Glamm Group utilises a content-to-commerce business model​ that has helped to fuel its growth into one of India’s beauty unicorns.