In the competitive landscape of Indian e-commerce, Baby & Mom Retail has emerged as a resilient player. With a General Merchandise Value (GMV) of Rs 100 crore this year, the company has carved a niche for itself in diverse categories, including baby care, home furnishing, beauty, and pet care. Founder and CEO Shish Kharesiya shared insights into the company’s growth journey and plans for the future.
Omni-Channel Growth Strategy
Initially operating with a 95% focus on online sales, Baby & Mom Retail is now exploring the offline segment to complement its digital presence. “We are putting our bets into offline as well,” said Kharesiya. According to him, omnichannel strategies and category-specific stores are the way forward.
Following Mensa’s acquisition of one of Kharesiya’s companies, Bey Bee, the business successfully raised funds, enabling further expansion. The company now plans to launch its first physical store under the Baby & Mom brand, aiming to combine the reach of e-commerce with the brand-building power of offline retail.
“We are excited to onboard our first offline store, which will operate as a multi-brand outlet. This store will prominently feature our branding alongside other competitive brands. We aim to launch the store within the next six months and are currently in the process of finalizing the location, which we expect to confirm within the next month,” he informed.
This year, the company is on track to achieve a GMV of approximately Rs 100 crore, up from Rs 23 crore and Rs 44 crore in previous years.
Besides that, in the next six months, Kharesiya is targeting consistent month-on-month growth of around 10-15%. “While February and March tend to be relatively lean periods for us, we are confident about capturing market opportunities during this time. Our goal is to achieve a monthly top-line GMV of approximately Rs 15 crore by the end of this period,” he added.
Multi-Category Expansion
Since its inception in 2013, Baby & Mom Retail has evolved into a house of brands. Its portfolio includes OYOBABY for baby care, GADDA CO for home furnishing, Amorite for pet products, and Newish for essential oils. The company also recently launched REDCOP for electronic gadgets.
“Our vision is to be the Unilever of e-commerce,” said Kharesiya. “From day one, our focus has been on building products in India, adhering to US standards, and supporting the ‘vocal for local’ movement.”
This approach, combined with extensive market research, allows Baby & Mom Retail to develop unique products that address specific consumer pain points. Highlighting the popular products in their portfolio, Kharesiya noted that Oyo Baby has been a standout performer, offering talc-free baby powder at affordable prices. Similarly, Gadda Co.’s dual-comfort mattresses and mattress protectors, endorsed by Mukesh Khanna as brand ambassador, have received an overwhelming response.
“Whether it’s our baby care, home furnishing, or pet care products, we always aim to provide value to consumers,” said Kharesiya.
Meanwhile, with ambitious plans to scale, Baby & Mom Retail is focusing on innovation, market research, and customer engagement. The company also aims to expand its international footprint, reflecting its motto: “Local for vocal, going global.”
Competing in a Crowded Market
Highlighting market challenges, Kharesiya explained that operating in highly competitive categories requires a focus on cost efficiency and backward integration to maintain an edge. “We control pricing factors by sourcing materials directly and binding suppliers with minimum margins,” he said. “This allows us to deliver high-quality products at economical prices.”
Baby & Mom Retail’s strategy also involves closely monitoring competitors and safeguarding its market share. “In the last six years, we’ve seen over 300 competitors enter our space, but many couldn’t sustain themselves,” Kharesiya noted.
Another challenge for market players is online competition. Commenting on the perceived market saturation in online retail, Kharesiya remains optimistic about digital sales. “Online is still growing for us,” he said. “Sustainability is a concern due to increased competition, but our 100% growth in online sales proves there’s still room for expansion.”
The company plans to continue prioritizing online growth while leveraging offline stores for branding purposes. “Offline builds branding; online drives sales,” he added.
Having said that, Kharesiya believes, a significant part of Baby & Mom Retail’s success lies in its penetration into Tier 2, 3, and even Tier 4 cities. “Earlier, orders were primarily from metros. Now, we see demand coming from the interiors of the country,” said Kharesiya. “Digital penetration and increased disposable income have made consumers in these areas more aware and willing to shop online.”
