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The Baby Care market in India is expected to grow significantly at a CAGR of 17 percent in terms of revenue over the period 2014-2019. Most young parents want to be sure that they are investing in the safest and most secure products for their babies. According to Mintel’s research study, the below numbers indicate the concern of parents:
65% of mothers are distressed about the quality of ingredients being used in the baby care products. 55% of them are worried about the product function and its effect. 50% say that they are apprehensive that the product does not have any additives.
This clearly indicates the huge market potential for trusted organic baby care products.
Encouraging Start-ups
Given the favourable outlook for such a market and the demographic wave, many startups have emerged that promote this concept. These startups are using natural, non-toxic, chemical-free, Ayurvedic substances in the products that are suited not only for green parenting but they also take care that the production process and use of these products leave minimum carbon footprints on the planet earth.
Today there are organic versions of almost all baby care products from skincare to food. Mamaearth has wipes made of Bamboo plants, Mother Sparsh has water-based baby wipes of different varieties i.e. 98% water based, 99% water based for cleaning the body and face and hands of babies respectively. Most of these products do not use any chemicals, preservatives, parabens or alcohol. They are SLS free.
Natural substances such as plant cellulose are used to make the fabrics. Some of these products don't even have any fragrance to avoid the use of chemicals.
Use of Technology
Some of these companies are using innovative and cutting-edge technologies based on robust research e.g. Bey Bee water wipes are made from spun lace, non-woven fabric that is extremely smooth. These products are being certified by international bodies to ensure the credibility of the product not only in terms of the composition but also the processes being used to create the final product.
Other products such as coconut oil, a baby powder that is talc free use no chemicals and employs natural processes for creation. The fabric and dyes used for waterproof sheets and toys are natural. To further reassure the end consumers not only are these products certified but are often dermatologically and clinically tested for their effects. To make sure that they don't cause any infections, rashes, irritation, allergies to the baby's extra sensitive skin.
This Article is written by Rishu Gandhi, Founder & Head- Brand Strategy, Mother Sparsh.
