Bengaluru, India – All Things Baby, a curated platform offering a wide range of baby and mothercare products, has secured Rs 30 crore in equity investment from Inoventures, the family office of Manish Choksi and Richa Choksi. The investment marks a significant milestone for the company, which plans to leverage the funds to enhance its product offerings and expand its reach both online and offline.
Strengthening Product Portfolio and Expanding Reach
Founded with the vision of providing new parents with a comprehensive, trusted source of baby products, All Things Baby plans to use the Rs 30 crore investment to bring in additional brands. The company aims to diversify its supply side, ensuring a wider variety of products for customers.
With a focus on building its presence in both general trade and distribution, All Things Baby is also set to make greater investments in its own private-label products. This strategic shift is aimed at further bolstering the company’s brand and positioning it as a leader in the baby care space.
Expanding Omnichannel Strategy
The funds will also be used to support the company’s omnichannel approach. All Things Baby, which currently operates a single experiential retail store in Bengaluru, plans to open two more outlets in select cities over the next two years. These retail spaces are designed to offer a tactile, in-person shopping experience, catering to parents who prefer to “touch and feel” products before purchasing.
“The trend we’ve observed is that new parents often need guidance on the right purchase decisions—what products are necessary and how they align with their lifestyle,” said Co-founder Tejal Bajla. “Our Baby Crew assists new parents in curating their baby lists, offering personalized recommendations that can make all the difference in such an overwhelming journey.”
Focus on Personalized Customer Service
One of the distinguishing features of All Things Baby is its emphasis on personalized customer service. The company offers a “Baby Crew” service, where parents can receive expert advice on product selection based on their specific needs. This hands-on, personalized service is particularly valuable in a market where consumer preference often leans toward physical stores, where they can see, touch, and feel the products before committing to a purchase.
All Things Baby’s commitment to providing a seamless shopping experience across its online platform and retail outlets demonstrates its strong focus on an integrated shopping journey, appealing to the modern consumer who values both convenience and interaction.
High-Quality Brand Partnerships
Currently, All Things Baby works with over 25 exclusive brands, including well-known international names like Stokke, Abena, Bambo Nature, Babyzen, and Beaba. These partnerships enable the platform to offer a wide range of high-quality, trusted products, meeting the needs of discerning parents.
The company’s growth is already evident, as it is EBITDA profitable and expects to reach Rs 60 crore in revenue for the financial year 2024-25. The support from Inoventures is expected to further fuel this growth, positioning All Things Baby as a key player in India’s growing baby products market.
Looking to the Future
With the new funding, All Things Baby is poised to expand its footprint and enhance its customer-centric approach. The company’s focus on offering both exclusive global brands and personalized services through omnichannel retail aligns with the evolving needs of modern parents. As the company continues to grow, it aims to further solidify its position as the go-to platform for premium, curated baby products in India.
By investing in both product diversification and an omnichannel retail strategy, All Things Baby is taking significant steps toward becoming a leading player in the rapidly expanding baby and mothercare market in India.
Entrepreneur Edge News Desk