MyGlamm, the Direct-to-Consumer (D2C) beauty retailer, has acquired the online parenting platform BabyChakra to venture into the mother and babycare category. Both MyGlamm and BabyChakra will invest Rs 100 crore in building a mother-baby content-to-commerce platform over three years.
Naiyya Saggi, Founder and Chief Executive Officer (CEO) of BabyChakra, will join the MyGlamm group as Co-Founder and President. She will spearhead the mother-baby vertical and also build the overall community vertical for the group. She will also join the MyGlamm board.
Saggi said, “The e-commerce journey of BabyChakra is new for us and that’s where the alignment with MyGlamm comes. So far, we have been building our digital assets with parents and doctors and have been identifying latent needs that mothers have. With MyGlamm we wish to co-create products with our community of mothers and doctors at scale and use MyGlamm’s expertise for product development and distribution.”
BabyChakra will continue to operate as a standalone brand. Over 8-12 months, MyGlamm will have a portfolio of more than 80 baby personal care products with 50 percent of them launching this year itself. This will include baby essentials such as washes, lotions, and creams suited for Indian skin and climate, and will be branded as BabyChakra products.
Priced between Rs 199 and Rs 400, BabyChakra products will be available across MyGlamm’s omnichannel touchpoints (both online and 15,000 offline points of sales across 70 cities).
BabyChakra has an online community of over 25 million families and 3,500 doctors on its platform. The brand aims to reach a Rs 500 crore revenue run rate for products in the next three years. The platform is targeting to expand its user base to 100 million mothers in three years and over 20,000 pediatrician and gynecologist partners in one-and-a-half years.
Darpan Sanghvi, Founder, and CEO, MyGlamm, stated, “The mother-baby category is one of the fastest-growing categories in the beauty and personal care segment in India. To increase penetration of the baby personal care category, one has to educate customers. Mothers coming on BabyChakra will first interact with doctors, ask questions of the rest of the community, and we will now complete the loop with products to meet her needs. This is how the category penetration will go up and that’s how content-to-commerce works really well.”
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