The baby care products market in India is highly competitive, with the presence of numerous local and regional players, like Procter & Gamble and Nestle, are few among the key product differentiators. The demand for baby care products in India has increased in recent years, due to rising awareness and increased disposable income of the consumers. The Indian Baby Care Products Market is projected to grow at a CAGR of more than 15% during 2020-2025.
MommyPure is India’s first baby care and wellness products brand certified by CertClean- North America’s Leading Certification For Safer Beauty and Personal Care Products.
Launched in 2020 by Gaurav Katiyar, the Gurugram based startup is a brand of baby care and wellness products offering a wide portfolio of internationally certified natural plant-based skin, hair, and diaper care for babies in the age group of 0-5 years. The range not only includes daily essentials like gentle body wash, nourishing body lotion, soothing massage oil, delicate face cream, tear-free hair shampoo, and healing diaper rash cream but also offers innovative products like comforting baby bum butter and refreshing baby bottom wash which together soothe a baby’s delicate skin during every diaper change.
“We have partnered with specialists across the world so that parents can make an informed and fearless choice. From sourcing top-quality, natural ingredients to formulating products that adhere to thorough international standards, we are doing our genuine bit to make the world a tad bit better for babies. As the first Indian baby care brand certified by CertClean, we have taken the lead in leaving out over 2000 ingredients from our entire range of baby care products which are 100% FREE of toxins, harsh chemicals, sulfates (SLS, SLES), parabens, silicones, phthalates, MEA, DEA, TEA, animal by-products, perfumes, dyes, and mineral oils,” Gaurav says.
The genesis of MommyPure happened when Gaurav and his wife began to think deeply about how to live a healthier, more natural lifestyle. He read about how within households they could easily substitute unsafe cleansing and fragrance ingredients with natural plant-based substitutes to develop a gentle, calming shampoo & body wash- that was the trigger point which pulled him in the direction of studying the formulations from botanical extracts.
“Little did we know that spotting safe, toxin-free, clean products in the market for adults and babies would be such a struggle- the buzzwords were indistinguishable,” Gaurav added.
Gaurav had the experience of over 15 years of active in Brand Marketing, Digital media, and Sales; having worked with global media and creative agencies including Ogilvy, GroupM, and Publicise in India and the USA in key consumer segments like CPG, Fintech, Aviation and Pharma amongst others. He held the role of Director, Digital at Starcom New York, the USA focusing on digital innovations and data-driven marketing, before launching MommyPure
“Our journey to date has been both challenging as well as rewarding in nature. COVID 19 has not only thrown new challenges but also given us a new direction of thinking towards a possible future course of action. We faced several challenges that included disrupted supply chains, restricted movement of goods amongst other aspects but we leveraged technology and mended our ways of functioning keeping in mind the time ahead. Amidst the on-going pandemic, we had to channelize our energies towards hiring the apt talent to be a part of our journey, meeting the ever-evolving consumer demands and adapting to the new fabric post-COVID ”, he added.
For now, MommyPure is planning to sell 100,000 units in the first 12 months of launch, along with a 30-40% month on month growth. Launching innovative and need-based products for babies and mothers every quarter will play a key role in our growth. In addition to expanding our presence on the e-commerce front, we have plans of partnering with maternity hospitals and clinics across key cities this year.
Currently, they have close to 20 SKUs and plan to venture into the mother care space by year-end. The company has partnered with leading e-commerce players like Amazon, Flipkart, Smytten, Paytm Mall, and Little Black Book to retail its product line pan India.