“We are looking at expanding our range of products, to make BabyPro a brand that is synonymous with the end-to-end well-being needs of the children.”
BabyPro is the leading player in the baby proofing category in India that makes homes safe for babies and kids with a wide array of products like corner guards, edge guards, socket covers, child locks, door blockers, etc. Evenflow Brands Tech Pvt. Ltd., a Thrasio-style aggregator of third-party sellers on e-commerce platforms, acquired BabyPro in 2021. BabyPro’s founder Rachita Agarwal is the only certified baby-proofer in India and has baby-proofed celebrity homes from the likes of Shilpa Shetty, Neha Dhupia, amongst others.
In an interview with Mommy & Baby Times, Rachita Agarwal, Founder, BabyPro & Category Manager, Evenflow presents an overview of the company, the product portfolio, and the market presence. Further, she talks about the evolution of the baby proofing category, the growth attained by the company, and the future plans.
Mommy & Baby Times: Kindly take us through the idea behind starting BabyPro and some notable achievements of the company till now. How would you define the core philosophy of the company?
Rachita Agarwal: The idea of starting a baby-proofing brand came to me when I was on FaceTime call with my cousin based out of the USA. On the video call, I noticed their baby-proofed home for their infant and it fascinated me. Post that, I started my research on baby-proofing products in India and I found only one seller on Amazon. This gave me the inspiration to start BabyPro. The timing was also right as there was a rising awareness among the new millennial parents who have high disposable income.
Fast-forward four years and we’ve baby-proofed many homes and pre-schools across the whole country. Celebrity parents like Neha Dhupia, Shilpa Shetty, and many more have been our staunch advocates and now we are completely into the baby proofing and well-being segment. Our most significant achievement is when I became the only certified professional child-proofer in India which is in association with International Association for Child Safety, USA, and later acquired by a growing e-Commerce aggregator, i.e., Evenflow Brands.
BabyPro wants to be synonymous as a brand for Indian parents assuring them of the well-being of their children.
MBT: Please give us a glimpse into the product range of the baby care brand.
RA: In the baby proofing segment, we have a range of products, starting from a corner and edge guards for covering sharp edges, socket covers, door blockers to latches for drawers, and other cabinets. We have recently entered the well-being segment and have launched products like dry sheets, and potty training seats.
“Celebrity parents like Neha Dhupia, Shilpa Shetty, and many more have been our staunch advocates… BabyPro wants to be synonymous as a brand for Indian parents assuring them of the well-being of their children.”
MBT: Kindly outline the reach and the retail presence – both physical and online of BabyPro in the Indian market. What is your strategic approach towards enhancing your reach?
RA: We are a digital-first business and we sell our products through platforms like Amazon, Flipkart, FirstCry, Meesho, and our own website. We are highly active on social media platforms (Facebook and Instagram) and provide guidance to new-age parents on baby-proofing and stress-free parenting.
To enhance the reach and awareness, we engage with millennial mom influencers as they have a good reach amongst new-age parents. We are looking at expanding our range of products, to make BabyPro a brand that is synonymous with the end-to-end well-being needs of the children.
MBT: Since BabyPro is the leading player in the baby proofing market which is fairly nascent in the country, how do you foresee the evolution of the baby proofing/safety category?
RA: Indian homes are designed by adults for adults and hence, they miss out on the safety and well-being needs of a toddler. This makes baby proofing a really crucial part of new-age parenting. For a toddler, to move around easily in the house sharp edges, corners, sockets, etc., must be covered.
Awareness is the key. I believe as more and more parents get educated about baby-proofing as a concept, there is no reason for them to not take to it, considering child safety is of prime importance for them. With working parents and nuclear families, and fewer people to handle the child 24X7, it will eventually become a major checklist item on every parent’s shopping list when they have a toddler in their home.
“The year 2021 was quite significant for us, first, we got acquired by Evenflow Brands and… we registered a 4X growth in a span of six months”
MBT: What are your different strategies with regard to seizing new business opportunities and growing further? What can we hope to see next from the company in the near future?
RA: We’ve already launched on four platforms and we are planning to enter more such platforms. We are also looking at B2B opportunities across playschools and nurseries to help them ensure safety. We look at making Babypro a go-to brand for anything in child care. While we’ve started in safety, the idea is to expand into different categories to cover touchpoints across the parent’s journey. We are also investing time in research and innovation to launch entirely new products which a parent might need.
MBT: Has there been any recent development at BabyPro? What kind of growth did you attain in the past year?
RA: The year 2021 was quite significant for us, first, we got acquired by Evenflow Brands and with the expertise they bring in, we registered a 4X growth in a span of six months only. Along with this, we have also introduced several new products and scaled their growth journey.
MBT: Anything else you wish to add to the interaction?
RA: It would be great if anyone who reads this reaches out to us with recommendations or reviews on any need-gap they feel. We would love to know and to innovate and launch new products to enable child well-being and safety.