Entry of start-ups like ‘The Moms Co’ can revolutionize the baby care industry in India: Bonafide Research
Mom and baby care consumer goods start-up ‘The Moms Co’ has launched its baby care range in India to take advantage of the growing baby care industry in India.
The Gurgaon-based firm ‘The Moms Co’ has launched its baby care range, 6 months after it raised capital from Saama Capital and DSG Consumer Partners. It is going to launch 8 products including Baby wash, shampoo, oils, and creams, etc. The Moms Co has partnered exclusively with Amazon India to retail the new range online across the country. The company has been already launched these products offline through its 4 brand stores in premium hospitals across Delhi and NCR. These may challenge giants operating in this segment like P&G, Johnson & Johnson, Pigeon, Himalaya, etc.
According to a recently published report of Bonafide Research “India Baby Cosmetic Market Outlook, 2021”, the overall baby cosmetic market is anticipated to grow more than 20% from 2017-18 to 2020-21. It is comprised of Baby Hair Care Market (Shampoo & conditioner, hair oil), Baby Skin Care Market (massage oil, powder, soap, lotion, diaper rashes cream), and Baby Toiletries Market (Diaper, wipes). Among all these segments, baby toiletries have grown with the highest CAGR in the review period i.e. 2009-10 to 2014-15. During the forecast period, the baby hair care market will grow more than 15% of the growth rate till 2021. P&G, Unicharm, and Johnson & Johnson have covered 80% of the total baby cosmetic market in India. The market has enormous potential to grow in upcoming years as baby cosmetic products manufacturing companies are endeavoring to meet the demand of consumers by introducing new variants along with innovative functionalities. India has experienced the innovation and introduction of various types of baby cosmetic product variants in recent years.
There are international giants like P&G, Johnson & Johnson, Pigeon, Himalaya, Dabur which are playing significantly in past. Any start-ups or new firm who is willing to enter the market should come up with product innovation otherwise it will not be profitable. The Moms Co is also looking to ramp up its offline play and is looking to establish an additional 6 stores taking the cumulative offline play to 10 stores till the year 2018. Having introduced in Delhi, it will look forward to Bengaluru for expansion in the future. Moreover, it will continue to establish stores in women and maternity specialty hospitals across metros. It currently serves 25,000 customers and claims a monthly growth rate of 50% and expected to cross 1,50,000 by the end of 2018.
Major companies operating in the baby cosmetic market of India are Johnson & Johnson Pvt. Ltd., The Himalaya Drug Company, Dabur India Limited, P&G India, Unicharm India Private Limited, and Pigeon India Pvt. Ltd.
