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Evenflow Marks its First Acquisition with BabyPro

BabyPro is an e-commerce business in the baby-proofing segment providing baby-proofing products like corner guards, edge guards, socket covers, child locks, and others.

October 25, 2021

Evenflow

Evenflow Brands Tech Pvt Ltd, a Thrasio style aggregator of third-party sellers on e-commerce platforms, has acquired BabyPro, an e-commerce business in the baby-proofing segment.

BabyPro is an Indian baby care brand that provides quality products designed to make homes safer for little ones by preventing accidents and injuries. It sells baby-proofing products like corner guards, edge guards, socket covers, child locks, and others.

Started by Rachita Agarwal and operated by BabyPro Proofing Advisors LLP, BabyPro is apparently the only certified baby-proofing brand in India. The brand has baby-proofed celebrity homes from the likes of Shilpa Shetty to Soha Ali Khan amongst others.

As reported in a news article, after the acquisition, the founder will be bestowed with an upfront amount and shall also get paid a percentage of the revenue the brand makes for the coming two years. Also, she will be joining Evenflow as a full-time employee.

The baby care brand has registered a 4X growth since June and has grown from the rank of 92 to the top 4 in the baby care category on Amazon.

Utsav Agarwal, co-founder and CEO of Evenflow, remarked, “We identified a nascent market and went after it – the way the daily run rate for the brand is going, we’re certain it wouldn’t take much time for us to be a key player in not just baby-proofing but the overall baby care category.”

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He added, “To see the entire life cycle come through for BabyPro has helped us solidify our playbooks for other sellers we acquire. As Evenflow, we want to establish brands in categories within which consumers still do not have as many options – like home & kitchen, baby care, sports & fitness, and others.”

Jyotsana Singh, founding member and head of marketing at Evenflow, affirms, “We have done the end-to-end execution in-house, from rebranding to paid advertising and launching two new products under it, all in 90 days.”

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