“Beginning our journey as an online store during the pandemic last year, we’ve now already started launching company-owned physical stores this year with the first showroom in Ludhiana followed by our flagship store in the DLF Mall of India… We also plan to expand across metros and mini-metros”
Founded amidst the pandemic times in 2020, MiArcus started its business journey as an e-commerce startup. With a wide repertoire of premium baby and mom products, the brand is built on the commitment to support mothers in their journey of motherhood. Keeping the baby’s well-being in mind, MiArcus is diligently focused on creating products with Certified Organic Cotton to ensure safety for babies and mothers. The baby and mom startup has roped in Kareena Kapoor Khan as the brand ambassador. While MiArcus was initially an e-commerce venture, the brand has now started its expansion on the physical retail store-front which it is planning to continue.
In an interview with Mommy & Baby Times, Mr. Gian Singh, Co-Founder, MiArcus, takes us through the inspiration behind starting the brand, their association with Kareena Kapoor Khan, plans regarding retail stores expansion, and an outlook on the Indian baby care market. Further, he also tells us about the different growth opportunities the brand aspires to capitalise upon and the plans for the future.
Mommy & Baby Times: To start with, kindly talk about the story of MiArcus and what inspired you to create the brand?
Gian Singh: MiArcus is a baby care startup from Jawansons (JS). It is a brand that offers a complete range of solutions for nursery, offering a wide range of premium baby and mom products that’s focused on providing the utmost care at all stages of a baby’s growth. We’ve been supplying baby products to 36 countries through world-renowned brands but with regard to the Indian baby care market, there was a notable dearth of quality products. Whenever we used to gift our products to friends and family, they would say things like “we couldn’t find such products in India”, and so on. We feel that parents in India deserve the best of everything, so we started working hard to create designs and products for the Indian market. Thus, we undertook extensive market research for a period of 9 months or so and then launched our brand online on 22nd August 2020.
Receiving great response online, we immediately launched 2 company-owned stores and have garnered great response there as well. Now, we are expanding our retail stores and we’ll have more than 10 stores by March 2022.
MBT: Please take us through the product categories offered by the brand along with their unique strengths.
GS: We offer a wide range of nursery care products across multiple categories, like pregnancy pillows to feeding support pillows for moms and clothing and accessories for babies that ensure safety and comfort for them on every occasion be it bathing, bedding, feeding, or playing. We have a product range for pregnant mothers and kids up to 4 years of age.
MBT: As you’ve roped in Kareena Kapoor Khan as the brand ambassador of MiArcus, kindly talk about this partnership and the prospects you foresee.
GS: We are extremely delighted to announce our association with Kareena Kapoor Khan. As a mother of two, she has gone through the journey of pregnancy and perfectly understands the millennial parents’ perspective, requirements, and limited options of products with international standards. She is someone to whom every young mom relates. Through her, we would like to reach out to new and expectant mothers and enhance their happiness and comfort in this beautiful journey of motherhood going by our vision of …MiArcus HAR PAL MEIN HAPPINESS.
“We offer a wide range of nursery care products across multiple categories, like pregnancy pillows… clothing and accessories for babies that ensure safety and comfort”
MBT: What is the present market reach for the brand – both in the physical and online domain? What are your plans for expansion in the retail market?
GS: Beginning our journey as an online store during the pandemic last year, we’ve now already started launching company-owned physical stores this year with the first showroom in Ludhiana followed by our flagship store in the DLF Mall of India (Noida) in Delhi-NCR after witnessing enormous growth and traction. We also plan to expand across metros and mini-metros by opening five to six physical stores by the end of this fiscal.
MBT: As a start-up in the dynamic and ever-evolving baby care, kids, and maternity space; how do you see the opportunities for MiArcus and the ways you are planning to capitalise on them?
GS: Driven by the rising awareness about convenience, comfort, and hygiene, a tremendous growth curve can be seen in the maternity, kids and baby care segment catering to the ever-growing demands of expectant and new mothers, and babies. Traditionally, products and services for moms and babies have remained in the sphere of the house and the hearth. But since the past decade or so, this has slowly developed into a profitable avenue, which has driven several big and small brands to enter into this segment to leverage the opportunity.
Mostly dominated by the unorganised players until a few years back, the segment has now transformed into an organised sector in the domestic market as the industry is expanding to take care of several baby care needs such as storage bags, nursing pillows, baby apparel, baby accessories, baby bedding, and blankets. With the objective to cater to the increasing demand of young moms and driven by the increasing needs of new parents, this segment is bound to grow further at a CAGR of over 11 percent in the period 2021-2025. Moving forward, we are aiming to clock in double-digit growth annually for the next three years.
“We want all MiArcus products to be produced in India to strengthen the manufacturing base in India for baby care products”
MBT: The parents of today’s generation are quite conscious about the products they purchase for their little ones; what are the steps you undertake to assure the new and expectant parents about the safety and reliability of the products offered?
GS: With our affordable and quality product range designed by real moms who make no compromise when it comes to the safety and comfort of babies, we intend to make the journey of motherhood a memorable one. Moreover, our extensive portfolio of products is designed to empower pregnant and lactating mothers to make them feel confident, beautiful, and happy.
MBT: Moving ahead, what are your future plans for the company?
GS: At MiArcus, we are focused on providing complete solutions for pregnancy along with products for babies and kids up to 4 years. Initially, we launched more nursery products, and we are now focusing on building and bringing a great garments’ range by March 2022. We are developing a supply chain across India and we’re keen on not importing anything from China which is the easier approach and has been a conventional way of doing things. We want all MiArcus products to be produced in India to strengthen the manufacturing base in India for baby care products. While it is presented to us as a huge challenge, we love challenges and we are sure that we will have much more beautiful products to offer to the customers.