Why is There a Rise of Baby Care Brands in the Indian Market in 2022
Why is There a Rise of Baby Care Brands in the Indian Market in 2022

Recently, India has been witnessing a spurt in the demand for baby care products. The market for baby care products in India is anticipated to expand at a CAGR of 14.02 percent from 2022 to 2027. Numerous reasons have led to a rise in baby care products in India. Primarily, the Coronavirus epidemic caused a dramatic spike in panic shopping for baby care products in India. The baby care business did face difficulties as a result of worker layoffs and an interruption in the supply of raw materials. But due to rising consumer awareness and increased disposable income, there has been an increase in the demand for baby care products in India in recent years. Additionally, the top market players today, use marketing initiatives like commercials and promotions to raise customer awareness of their brands which helps in grabbing the attention of the parents and customers.

The industry is expected to grow in the coming year as a result of Indians' growing awareness of hygiene and health issues. The demand for baby care manufacturers in India is also being greatly fueled by innovative product packaging and the use of certain organic components that have positive health effects. Vegan and cruelty-free baby care products have grabbed the attention of customers today who are not just concerned about their health but also the health of the environment and other creatures.

Additionally, an increase in market value is being driven by the production technology's continuing technical advancement. There is an urgent need for natural baby care products due to the rise in the conscious buying patterns amongst informed parents and information transparency. As a result, many companies are selling baby care items with clean labels since parents want to utilize goods with little or no chemicals and preservatives. Furthermore, there is a significant rise in demand for fortified baby food due to the growing number of working mothers in India.

Trends that Led to the Rise of Baby Care Brands in India

Increase in Marketing Initiatives and New Product Development: Numerous renowned local and regional firms contribute to the intense competition in the infant care products industry in India. Due to expanding consumer knowledge and higher disposable money, there has been a growth in the demand for baby care goods in India in recent years. The market development of baby care brands in India is increasing as a result of new product launches and marketing initiatives by leading players. By advertising their brands on television, radio, and social media, these businesses have also reached out to rural regions which have raised the demand for baby care items. For instance, the newborn and infant goods company Pampers from Procter & Gamble has brought back its well-known ‘It Takes 2’ campaign in 2021. The major goal of this campaign is to demonstrate to the public the equal importance of both parents in an infant's healthy growth.

Favorability of Fortified and Functional Baby Food is Growing: The popularity of fortified baby food that sufficiently satisfies nutritional needs is rising as parents' increased concern for their children's health in India's market for baby care products. However, the market for baby care products is anticipated to rise more quickly in the next year due to parents in Indonesia's rising need for infant formula. However, the companies are aware of the need to provide fortified goods that are accessible, acceptable, and sustainable, which has prompted a lot of research and paved the way for advancements in the industry. The technique of nutrient fortification in infant food uses iron, calcium, zinc, and vitamins (A, D, E, K, C, and B). The most typical dietary shortfall among Indian children is iron deficiency. As a result, major market participants are launching fortified baby food items that are high in folic acid and iron for the development of the baby's body and mind.

High Competition: To get a competitive advantage over other companies in the Indian market, the brands are primarily focusing on improving the quality of their products through mergers and acquisitions and product innovation. Manufacturers have the advantage to increase the number of items they provide in the market thanks to an advanced distribution network and production know-how. With the deployment of such strategies the baby care market is all set to further expand in the coming years.


Owing to the above transformations in the baby care industry the market forecast suggests rapid growth in the coming 7 years. The market for infant care products, which includes baby gear, strollers, toiletries, and diapers, is expanding by 14 percent annually. Wipes and cleansers are also seeing yearly growth rates of 15–18 percent, and products for new moms are among the segments with the greatest growth.

Hence, the brands are continuously striving to provide easy and accessible solutions with advanced quality and care to the parents. Sustainable brands that are focused on being mindful of their actions towards society are most likely to leave a positive impact on the parents who want to make a better world for their children.

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