The co-founders of Mother Sparsh, Dr. Himanshu Gandhi, and Rishu Gandhi hailed from different streams. Rishu was a Java developer at Infosys while Himanshu was a government officer, but both of them always had the desire to do something in the baby care segment. Driven by their inclination, the husband-wife duo began their research into the domain.
“While we identified the gaps, we also learned a great deal about consumer behavior. We then took an informed decision to fill the gaps with nature-based organic solutions, and thus began the journey of Mother Sparsh. Over the years, we have evolved as a home-grown brand of recall in the segment and are continuing the growth journey,” share Dr. Himanshu and Rishu Gandhi, Co-founders, Mother Sparsh.
The retail focus of the brand has always been to garner better visibility at premium baby shops, baby hypermarkets, and regional baby stores.
“Now with our foray into unisex personal care range, we are taking the same route in the respective domain. We have expanded our channels on a PAN-India basis with an omnichannel approach, encompassing aggregate business players as well as our own online website and retail stores. In addition to it, the brand has a pointed focus on developing through premium baby stores,” Dr Himanshu Gandhi shares.
Impact of Pandemic
The pandemic has over the past year impacted businesses across the world irrespective of their size, scale or domain. The outbreak of pandemic last year caused a disturbance in the supply chain as well as procurement of raw material, thereby leading to breakage in the logistic supply.
“Working on the mantra of opportunity in the challenge, we managed to fix everything and as a matter of fact, Mother Sparsh registered 5x growth during the period. The company clocked revenue of around Rs 22 crore in the previous financial year,” he states.
“However, the current surge in COVID-19 cases has yet again disrupted the supply chain and increased inputs costs. We are taking care of the situation through smart inventory planning and sufficient backup, so as to prevent the breakage of the supply chain,” he further adds.
As Mother Sparsh has recently launched skincare and hair care for adults, the brand has the vision to extend further in the personal care range by diversifying its product portfolio during the current financial year. The product range is being expanded to include anti-aging, lip care, and other skincare regime segments.
“To expand further, technological investment is of course very important for the brand and we are effectively working on the technical team, upgrading software and tools for increasing the efficiency and technical growth,” he shares.
“To provide products and services readily available for the consumers which are ergonomically evolved, we created our own website and marketing tools to get traffic and website sales,” he adds.
Mother Sparsh has been registering a steady growth since its inception. The brand’s strategy of working on the need-based proposition and establishing the brand as a rightly positioned one has allowed it to meet the specific needs of a wide range of consumer base.
“We are taking a holistic 360-degree approach to reach the Rs 100 crore club at the earliest. Our marketing communication activities are aligned with our sales target. During the pandemic, we have been spending aggressively on social media as well to sensitize the target audience regarding our existing and upcoming product range. While we initiated the journey with 99 percent water-based wipes, we have diversified our child care range and also recently launched the adult grooming range to consolidate the brand positioning in the market. We are also running campaigns related to our products and benefits to engage the masses and convert them into happy customers,” he states.
On the offline retail side, the brand is present in almost every modern trade outlet along with new-age pharmacies. Also, it is aggressively promoting itself on platforms like Firstcry and Amazon, to name a few.
“Apart from online ad spends we are focusing on campaign-driven ad campaigns in print media and basis the response we will explore wider mediums and platforms to reach out to a maximum number of people. Our portfolio comprising Ayurvedic and plant-powered solutions has been aggressively extended by nearly 25 percent over the past year,” he shares.
“In addition to this, the plan is afoot to increase the team size so that we have to right employee strength and talent to take on the other leaders in the market. Most importantly, we are raising awareness about the holistic brand that Mother Sparsh is, offering unique solutions that are good for one’s health and also environment,” he adds.
So the brand will go full throttle with regard to portfolio expansion and product development, with a focus on both quantity as well as quality. Simultaneously, they are also heading for retail strategy expansion.