How is All Things Baby Planning to Capture the Baby Care Products Market

Apart from its website, the brand also sells through e-commerce platforms like Amazon, Flipkart, Tata CLiQ Luxury, Firstcry, Nykaa, PharmEasy BigBasket, Myntra, and Nykaa Fashion.
How is All Things Baby Planning to Capture the Baby Care Products Market
Tejal Bajla

The global baby products market size is expected to reach $16.78 billion by 2025. The market is anticipated to register a healthy CAGR of 5.5 percent over the forecast period. Today, parents want to give their children the best that they can and are looking at making informed and well-researched decisions while purchasing baby care products. Today's parents are aware of what they need, and the baby care sector is one of the leading industries that banks on content-based contextual commerce. With the world having shrunk and easy access to information, parents are now fully aware of best-in-class global products and solutions.

Parents want the world for their children and want to “parent” on their own terms. Every product that a parent buys is backed by research and shared reviews and peer groups today play a huge role in influencing purchase decisions. Another very interesting trend is the increasing involvement of both parents being the caregiver of the baby. Parenting is no longer a mother’s job only and increasingly more and more fathers are weighing in on purchase decisions of baby care products.

Observing the huge potential of this segment, Tejal Bajla and Akshay Jalan founded a premium mother and baby care e-retail platform All Things Baby in 2019.

“During my travel across the world, I observed that the Indian landscape for international baby brands was largely dominated by the grey market or usually fulfilled by family and friends living abroad who would fill their travel bags with diapers, formula, and other baby gear when coming to India. Having identified this gap and the multi-fold demand for authentic and curated international baby products and gear in the country, AllThingsBaby was started,” Tejal Bajla, Co-Founder, All Things Baby said.

Product Mix

All Things Baby started with 2 international brand alliances and today it has 25 exclusive international brands on its portfolio. Recently, the brand onboarded iconic international brands like Ergobaby, Ubbi, Shnuggle, and Pearhead amongst others. Apart from the brand alliances, for which it is exclusive distributors, All Things Baby has on-boarded curated Indian brands and other brands, taking the total number of baby care brands on the platform to more than 50.

“We have over 2500 products on our website. We plan to take up our brand count from 50 to 200 brands in the next 2 years. Our aim is to be the one-stop destination for all things baby,” Bajla stated.

Recently, the brand has also set up a nursery at its headquarters in Bandra, Mumbai where parents can visit the space to touch and feel the products.

Currently, All Things Baby houses products across categories such as Baby Gear, Toys, Feeding, Diapering, Baby Bath and Hygiene, Nursery, Baby Lifestyle Accessories, and Baby Safety.

We plan to further expand our product range in Baby apparel and Maternity care and clothing. At present, our top-performing brands include Beaba, Babyzen, Bambo Nature, Stokke, Brainsmith, and Ezpz,” she added.

The Place of Distribution

All Things Baby retails its products on its website. Apart from this, the brand also sells through e-commerce platforms like Amazon, Flipkart, Tata CLiQ Luxury, Firstcry, Nykaa, PharmEasy BigBasket, Myntra, and Nykaa Fashion. It also distributes to offline stores and currently has our products in more than 60 stores pan-India.

Geographically, the brand has seen major consumer demands from cities like Mumbai, Delhi, Chennai, Bangalore, and Hyderabad.

“Now, we are also seeing traction from Tier-I cities like Coimbatore, Pune, and Ahmedabad among others. Besides, we are also observing a sudden shift of growth from Tier-II cities. Our target audiences are parents who are looking at making informed and well-researched decisions while purchasing for their child,” Bajla noted.

Marketing Funnel

Currently, the brand is using a Shopify platform for All Things Baby. For their order and warehouse management, it uses Unicommerce. For marketing, the brand utilizes different tools, and especially for Whatsapp, it uses Interakt tools.

Recently, the brand launched its Boss Baby rewards to gratify its existing loyal consumers and to generate more referrals. It is also using a combination of performance marketing, influencer, and social media marketing, celebrity endorsements, referrals via the loyalty programme - Boss Baby, and on-ground marketing at events to create more visibility for its brand and to gain more traction. Influencer marketing has also played a major role in helping it highlight product features and demonstrations to the right target audience.

READ MORE: How India is an Emerging Market for Organic Baby Care Products?

What the Future Holds?

After the nursery at its headquarter in Mumbai, the brand plans to further expand experiential shopping to the next level with shop-in-shops in select key retail outlets.

All Things Baby also plans to invest in building a content-driven commerce model enabling it to deliver superior solutions to parents rather than simply selling products.

“With modern parenting getting complex, there is a rampant need for hand-holding and guidance. Therefore, we plan to focus on building a content-driven commerce funnel, thereby enabling our customers to make the right purchase decisions eventually,” Bajla asserted.

Additionally, the brand intends to launch its own mobile app which would help it with retention and repeat purchases.

Besides, All Things Baby is looking for a strategic partner to fund its expansion plans in the following areas of technology, human resource, and retail and experience stores.

“Our revenue for FY 21-22 was Rs 25 crore and for FY 22-23, our projected revenue is Rs 50 crore. We have been recording a 100 percent growth YoY without any external debt or equity infusion,” she concluded.

Tejal Bajla
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