R for Rabbit, a D2C baby product brand was founded in 2014 in Ahmedabad, Gujarat by Kunal Popat. He introduced the brand when he and his wife struggled to find safety-standard certified baby gear for their daughter, and it led them to curate an l-designed, portable baby gear range.
Keeping safety, quality, and innovation at the core, the brand adheres to international safety standards offering a wide range of innovative baby products including high-chairs, beddings, strollers, car seats, a nursery range, ride-on, grapple toys, a feeding range, and more.
Witnessing the huge need for the baby care segment, the brand has introduced compact, lightweight 'Baby Feather Diaper' wipes and Diaper Bin this year. With a strong commitment to sustainability, recently the brand has launched an exclusive baby products range that includes baby cream, lotion, soap, shampoo, powder, and baby massage oil.
“For the past eight years, our brand has constantly focused on the four key pillars that encompass the ethos of our brand which includes - Quality, Safety, Innovation, and exceptional Customer Support. Our vision is to become an ‘Amazing Baby Company’, offering a wide range of innovative baby products backed by research adhering to international quality and safety standards at accessible prices. Further, we aim to exceed customer expectations through continuous improvement and innovation across our product portfolio,” asserted Kunal Popat, Founder, R for Rabbit.
Retail and Marketing Strategy
Eight years into the market and creating a strong community of 1.5 million happy customers, the brand is now focused on expanding and growing its presence in the Indian and overseas markets. Keeping in line with this vision, the brand has an aggressive retail and marketing strategy which is supported by thorough research on the industry trends, consumer requirements, and finding the right customers for the brand.
“Through our focused retail and marketing strategy, we have reached out to our consumers through each of our platforms. Our first approach was that we started by developing a user-friendly website and later start our blog. Being active on our social media platforms has also helped boost our presence amongst the audience. These are the primary ways we communicate with our customers and simultaneously utilize social media to reach many people,” stated Popat.
The brand is strengthening its online and offline presence by being available on various e-commerce channels, and its website, and expanding its presence in 100+ premium stores across India. The long-term plan is to reach out to prospective consumers and convert them into loyal consumers.
“This year, we are bringing loyalty programs on our website for which we have surpassed our performance from previous years. With this pace, we expect a growth of 3X in our revenue for both online and offline channels,” he further added.
Staying Ahead of the Competition
Innovation has been at par for the brand for all its product categories. The brand is completely inclined to develop products that excel in safety, bring quality, and are designed innovatively. With the new look and multiple colors, it has continuously introduced new and innovative products to the Indian market, like car seats, three-wheel scooters, and breathable diapers to name a few.
“R for Rabbit is India's first D2C brand to introduce a subscription plan on its website. The subscription plan ensures that a mother’s hard work is not wasted or spoilt by repeatedly buying the wrong products. The subscription plan allows parents to purchase all baby care items from a single place without any hassle and without going out whenever they need something, with the best discounts on every product, free shipping, and a free return policy with a 100 percent money-back guarantee,” explained Popat.
The Road Ahead
The brand has an omnichannel presence throughout India and the products are available online and at all the major e-commerce stores like Amazon, Firstcry, Flipkart, Snapdeal, Paytm, and many more. In the offline market, it has a presence in all Tier I and Tier II cities. Soon, it is planning to launch its baby care range at the Pharma and Modern Trade channels.
“Since our product is in the premium range category, we are getting good traction from the Tier I and Tier II cities. But with the introduction of new categories, we are also expecting to get more reach in Tier III cities too,” he concluded.