MommyPure offers a range of safe and natural baby care products, a range of hygiene products, and it has come up with some category-first products. The start-up has been certified by CertClean, rePurpose Global, and PeTA which further testifies the commitment of the brand to ensure purity and sustainability in its ethos.
Mommy & Baby Times interviewed Mr. Gaurav Katiyar, Founder and CEO, MommyPure, in which he talks about the story behind the inception of MommyPure, the product range, the market presence of the company, and the ways in which the baby care sector has evolved in the past decade.
October 12, 2020
MBT: Could you please give us a glimpse into the business journey of the company and what it was that inspired you to start MommyPure?
Gaurav Katiyar: Love is the driving force behind everything we do at MommyPure: our love for babies, love for mother nature, and love for life.MommyPure’s birth is backed by almost three years of extensive research. My wife and I began our quest to look for ways to live a healthier, more natural lifestyle, even before we became parents of our little girl. Unfortunately, like many other families, we too struggled in selecting and purchasing safe, toxin-free, clean products in the market for adults and babies. Comprehending marketing jargon and buzzwords was a tough task!
Very soon I started a journey towards gaining knowledge on plant-based ingredients and how they could easily be used to develop homemade gentle, calming shampoo and body wash. I began to study the formulations from botanical extracts. Going back to mother nature in a way was a nostalgic affair – as I spent a major part of my growing up years amidst nature.
From the start, as a team, we were clear that we wanted to rebuild baby care for a new generation of families who are passionately looking for ways to make healthier and safer lifestyle choices. This is why (after going live on the web) we chose to dedicate the first six months in broadcasting content to help educate families in understanding the various nuances of plant-based ingredients. We had to patiently help them understand that natural and organic doesn’t automatically mean safe and good. We chose to be 100% transparent to our consumers, which is why we disclosed our ingredient lists on our website explaining their source of origin, benefits, formulations- with the intent of helping families make informed choices for their baby.
To date, our official website, launched in February 2020 has an active blog section that features expert opinions on parenting, pregnancy, and wellness related topics. We are also leveraging Instagram and Facebook to further amplify the reach of our message. We officially launched MommyPure in mid-2020 and the entire portfolio range is currently being retailed pan India from our official website, in addition to our leading e-commerce partners like Amazon, Flipkart, Smytten, Paytm Mall, and Little Black Book.
“The certifications from PeTA, CertClean, and repurpose Global – are a testimony to our commitment to ensure purity and sustainability in every part of our product building and manufacturing processes… As a brand, we are committed to further grow the movement of clean personal care products for babies.”
MBT: Kindly take us through the product portfolio of the company.
GK: Our range includes daily essentials like gentle body wash, nourishing body lotion, soothing massage oil, delicate face cream, tear-free hair shampoo, and healing diaper rash cream along with ‘category first’ innovative products like comforting baby bum butter and refreshing baby bottom wash which together soothe a baby’s delicate skin during every diaper change.
With the aim to address additional safety and hygiene needs of families, MommyPure has also formulated hand-sanitizer, an all-purpose surface disinfectant, and Fruit & Vegetable Wash that are safe to use around babies. Our vegetable wash is made with 100% natural, 100% edible, safe, and non-toxic ingredients and effectively removes nearly 100% of germs, bacteria, pesticides, waxes, chemicals, and soils.
MBT: As the brand has been certified by – CertClean, rePurpose Global, and is a vegan and cruelty-free brand under PeTA’s Global Beauty Without Bunnies program; could you please elaborate on the significance of these certifications to the core philosophy of MommyPure?
GK: We are on a mission to create a holistic range of nature-powered clean products that are safe and effective for babies, families, and our planet. This is the only planet we call home and protecting it for our future generations is part of our DNA; we make it easy for families to get involved- by making cleaner choices. The certifications from PeTA, CertClean, and repurpose Global – are a testimony to our commitment to ensure purity and sustainability in every part of our product building and manufacturing processes. From the attentive ingredients’ selection, development of our ethically sourced nature-powered products, to our environmentally responsible manufacturing, packaging, and beyond; nature is at the center of MommyPure’s universe.
As a brand, we are committed to further grow the movement of clean personal care products for babies and adhering to international standards, and getting third party recognition helps us to stay strong on our mission path.
“We are looking to sell 100,000 units in the first 12 months of launch, along with a 30-40% month on month growth.”
MBT: What is the current physical and online market presence of the company? How do you plan to expand your reach in the market? Has there been any new development at MommyPure? What is the future roadmap with respect to growing the reach of the company?
GK: Our current plan involves strengthening our status as a digital-first brand. As shared earlier, our products are available on our official website, in addition to being present on leading e-commerce partners like Amazon, Flipkart, Smytten, Paytm Mall, Snapdeal, etc.
We are looking to sell 100,000 units in the first 12 months of launch, along with a 30-40% month on month growth. Launching innovative and need-based products for babies and mothers every quarter will play a key role in our growth. In addition to expanding our presence on the e-commerce front, we have plans of partnering with maternity hospitals and clinics across key cities this year. Currently, we have close to 20 SKUs and we are planning to venture into mother care space by the end of2020.
MBT: Since there has been a growing tendency amongst parents to opt for baby care products that are natural and don’t contain chemicals; what do you feel about the inclination of millennial parents?
GK: Millennial parents are more vocal about wanting to make environment-friendly lifestyle choices than ever before. As COVID-19 has taken over the world, it has compelled billions of people to think differently and change their lifestyles overnight, paving the way for a renewed beginning. Millennial parents across Tier I and II cities in India genuinely want to explore ways of leading a healthier and holistic lifestyle and personal care for themselves and their baby is an integral part of such a lifestyle choice.
We understand this segment of society- the demands of raising and nurturing a family and their constantly juggling professional and personal priorities. We are trying to make the experience of parenting a smoother affair by helping families give their babies the purest start in life.
“In addition to expanding our presence on the e-commerce front, we have plans of partnering with maternity hospitals and clinics… we have close to 20 SKUs and we are planning to venture into mother care space by the end of 2020.”
MBT: What is the current size of the Indian baby care market and the projected growth of the market segment? Also, please describe the key trends of the market.
GK: The Indian Baby Care Products Market is projected to grow at a CAGR of more than 15% during2020-2025 (according to a market assessment report by ResearchAndMarkets). It is expected to gain market growth in the forecast period of 2020 to 2027. Data Bridge Market Research analyses that the market in India is growing at a CAGR of 16.9% in the forecast period from 2020 to 2027 and expected to reach USD5,407.43 million by 2027. Rising nuclear families in India and changing family ideology towards child upbringing is the major driving factor for the growth of this segment in India.
MBT: In what ways do you think that the baby care market has transformed in the last decade?
GK: Four key factors are playing a critical role in the transformation of the baby care market in India. To begin with, technology enablement has drastically widened the baby care product portfolio range. The choices are galore- from baby monitors, swings, and toys amongst others, the whole industry has witnessed a huge surge in demand for innovative products; STEM-based toys for kids being one such example. Not just that- the market in general at this point of time offers a varied product line to consumers to pick and choose from. This is giving an impetus to brands to create more innovative products and newer categories to cater to the demands and expectations of the discerningly evolved consumer base in India.
In the current era, millennial parents across Tier I and II cities are no longer abiding by a traditional “herd mentality”. Their lifestyle choices, including the decisions they take on behalf of their little ones, are increasingly being based on research and questioning. As consumers, they are focusing on understanding what goes behind a product, before picking it up from a retail store or adding it in their cart on an e-commerce portal. This shift in consumer purchasing behaviour has given a new direction to the marketing strategies of baby care brands in India.
What’s also fascinating is how the consumers in India are discovering brands, gaining knowledge about their product line, and evaluating their options before deciding on their final pick. Content is ruling the game! Brands are rightfully focusing on crafting consumer-centric content focusing on all critical nuances of their product portfolio and leveraging the power of social media and the web to make themselves discoverable. From an active SEO strategy, community-building on platforms like Facebook, Instagram, and YouTube- there is a wide canvas which is helping, both emerging and established brands to stay connected with their existing and potential TA.