Meet 5 mom and baby care startups that are making parenting easier

India’s childcare products, specifically the mother and baby care market, are predicted to increase by $26.35 billion, with a CAGR (compound annual growth rate) of 11 percent during the time period 2020-2025, according to a report by Technavio. 

The mom-and-baby category has now become one of the sought-after segments in India, with new categories and products launched regularly. 

YourStory has curated a list of startups that operate in the space.

HunyHuny 

Founded in 2019 by husband-wife duo Vishal Mittal and Madhurima Rungta and later joined by Hemant Nayak, HunyHuny is a mother and baby brand based out of Gurugram.

Starting from 180 customers to reaching more than 35,000 babies, HunyHuny sells via its website and also has offline stores spread across Delhi-NCR. HunyHuny manufactures its products in various parts of the world.

As of now, the startup has approximately 500 SKUs. Its products range across seven categories: baby furniture, baby transport, baby essentials, baby wear, baby accessories, maternity lingerie, and maternity wear.

The company’s revenue per month now is Rs 75 lakh and it expects a growth of 10X with the capital infusion.

BeeLittle

Founded in 2015 by three college friends Surya Prabha, Sakthipriyadharshini, and Gayathiri, Tirupur-based BeeLittle claims to be a one-stop shop for toddler garments and accessories made from natural fabrics.

The startup’s aim is to give 100 percent sustainable products to the babies. All the fabrics that it uses are natural. 

BeeLittle has an ecommerce website and two offline stores, one each in Coimbatore and Tirupur, Tamil Nadu.

The startup claims to have around 1,900 SKUs and over 80 products with more than 15 categories. It has widely increased its clothing range to boys, girls and gender neutral clothing for up to five years-old kids and also expanded maternity wear.

Nearly 30 percent of the total revenue is through offline stores and 70 percent through ecommerce. The startup is also open for funding and the plan is to raise Rs 25 crore.

With the funding, its revenue goal is to reach Rs 150 crore per year in three years’ time. The startup aims to expand its product line-up and increase revenue in the top six states in India. It's more focused on brand awareness and communication.

The Mom Store

The Mom Store was launched three years ago by IIM alum Surbhi Bhatia with an aim to focus on the journey from pregnancy to early motherhood. 

The Bengaluru-based startup is a one stop shop for a mom to get everything she needs during her motherhood journey to help her simplify her life and enjoy this phase. While most brands in this category focus on the baby needs, The Mom Store keeps mom as the central focus and decision maker catering to her needs and that of her baby. 

It has expanded its sales across marketplaces including Myntra, Amazon, Firstcry, Ajio, Nykaa, etc. The firm has even entered retail through Mothercare stores late last year and have rapidly grown to be present in all of their 150 stores across India. 

This year, The Mom Store has expanded its Ecom facility to a 5,000 sqft warehouse owing to growing demand and will also be opening its own concept retail store this year in Bengaluru.

The company’s 50 percent revenue comes from online websites, 20 percent from social media and the remaining 20 percent from offline sales.

The bootstrapped venture offers all kinds of maternity apparel as well as infant and kids apparel and bedding. It also has a curated marketplace that has onboarded brands to sell all non-apparel categories. It now has more than 4,000 private label SKUs and 2,000 onboarded brand SKUs.

Little Charlie

Launched in April 2022 by Australia-based wife-husband duo Karishma and Sahil Nayyar, Little Charlie offers a range of eco-friendly, fashionable, lightweight baby soft sole shoes made especially for the Indian market. 

The startup claims to have delivered its products to over 1,000 customers in India in just the span of two months and have got winning reviews for their product quality and design. 

It has styles for boys, girls up to the age of 16 months. In the coming months, the company is planning to introduce a new range of shoes and sandals for kids aged up to three years. 

Little Charlie currently is based out of Amritsar and has a team of 8 members. It delivers across India and has 150+ SKUs on the website. Its 70 percent revenue comes from website and 30 percent from social media platforms. 

The startup designs its products in Australia and sources them internationally from its supplier partners.

Oui Oui

Mumbai-based OuiOui is a kidswear brand favoured by celebrities like Kareena Kapoor Khan, Soha Ali Khan, Neha Dhupia, Lisa Ray, and others.

Launched in 2018 by Poonam S Sanghvi, Raina Shriwaardankar, and Viinii K Doshi, Oui Oui caters to a pan-India clientele. The brand also ships abroad through direct orders, and is currently speaking to an online ecommerce site Namshi in the Middle East for a potential manufacturing collaboration on its private label.

All of its products are designed in-house and its manufacturing unit is in Dadar and Vasai. New collections are launched every three months.

Started with 5-10 orders a month, Oui Oui today dispatches around 6,000 pieces on a monthly basis. This includes Instagram sales, through its website, and through third party websites like FirstCry, Nykaa, Hopscotch, and Amazon. It also does private label manufacturing for FirstCry and Hopscotch, and will soon be tying up with Reliance and Myntra.