The Rise of India’s D2C Mom and Baby Care Market: All Things Baby Secures INR 30 Cr to Drive Expansion
India’s direct-to-consumer (D2C) mom and baby care segment continues to gain momentum, with new developments showcasing the market’s potential for growth. Among the latest milestones, All Things Baby, a Mumbai-based premium baby and mother care platform, has raised INR 30 crore (approximately $3.6 million) in a Series A funding round. The round was led by Inoventures and Richa Choksi, director of the family office of Manish Choksi. This funding marks a significant step for the brand in its mission to enhance its omnichannel presence and expand its footprint across India.
A Strong Foundation
Founded in 2016 by Tejal Bajla and Akshay Jalan, All Things Baby has positioned itself as a one-stop destination for premium and high-quality mom and baby products. Over the years, the brand has cultivated a loyal customer base of over 35,000 families in India. Leveraging its omnichannel strategy, the company generates 60% of its revenue from its distribution network, while the remaining 40% comes from its D2C e-commerce operations.
The startup’s offerings include products from premium international brands and private-label items. Earlier this year, All Things Baby launched its first flagship retail store in Bengaluru, a move that aligns with its vision to integrate offline and online channels seamlessly.
Strategic Expansion Plans
With the fresh capital infusion, All Things Baby aims to:
Deepen Category Assortment: The brand plans to expand its product range by onboarding additional premium international brands and developing exclusive private-label offerings.
Channel Expansion: Strengthening its omnichannel presence is a top priority. The company will expand its distribution network and launch retail stores in key metropolitan areas, including Delhi NCR, Mumbai, Kolkata, Ahmedabad, Pune, Bangalore, Hyderabad, and Chennai. Over the next two years, the brand intends to establish a retail presence in two new cities, reinforcing its commitment to an integrated shopping experience.
Invest in Technology: To enhance customer experience and operational efficiency, All Things Baby will invest in cutting-edge technology.
Talent Acquisition: Hiring skilled professionals to drive innovation and scale operations is also a focus area.
A Competitive Landscape
The mom and baby care market in India has seen significant activity in recent months. For instance:
Bumtum’s Parent Millenium Babycares raised INR 122 crore ($14.5 million) to expand its manufacturing capabilities and strengthen its presence in general trade and export markets.
The Moms Co, another major player in the segment, was acquired by The Good Glamm Group, highlighting the growing interest from larger corporations in this niche market.
The Road Ahead
All Things Baby’s cofounder Tejal Bajla emphasized that the company’s focus on premium, high-quality products and a robust omnichannel strategy will be key to its success. The brand’s vision aligns with the broader growth trajectory of India’s mom and baby care market, which continues to attract investor interest due to its untapped potential and increasing consumer demand for premium products.
In addition to its retail expansion, the company aims to open exclusive experiential stores in select metro cities, offering customers a hands-on experience with its products. Such initiatives are expected to strengthen brand loyalty and enhance customer engagement.
The Market Outlook
The mom and baby care market in India is at an inflection point, with D2C brands leveraging both online and offline channels to meet evolving consumer needs. According to industry experts, factors such as increasing disposable income, rising awareness of premium products, and a shift towards e-commerce are driving growth in this segment.
All Things Baby’s strategic investments and expansion plans position it well to capitalize on these trends. By focusing on innovation, customer experience, and omnichannel integration, the brand is set to carve a niche for itself in this competitive market.
Conclusion
The recent funding round is not just a milestone for All Things Baby but also a testament to the growing potential of India’s D2C mom and baby care market. As the brand gears up for its next phase of growth, it sets an inspiring example for other startups in the segment, proving that with a clear vision, robust strategy, and the right investments, scaling new heights is achievable.
All Things Baby embarks on this exciting journey of expansion and innovation, reshaping the way Indian families shop for mom and baby care products.
