Mahindra Retail renames 'Mom & Me' as 'Babyoye by Mahindra'

Having acquired online kids etailer 'Babyoye’, Mahindra Retail is in the process of renaming its maternity and childcare stores as 'Babyoye by Mahindra', dropping the name 'Mom & Me'.

Mahindra desires a single unified brand presence across channels and feels that 'Babyoye' has a larger recall, is more youthful, and resonates better with younger parents who would use both online and offline segments. As part of its omni-channel strategy, the company is eying at completely integrating its operations between the online and offline entity.

It is also aggressively inviting franchisees to spread its operations fast across the country. The company had been operating its 115 maternity and childcare stores under the name 'Mom & Me' for six years.

Mahindra Retail had revenue of Rs 210.5 crore and incurred net loss of Rs 118.9 crore in the last fiscal, as per Mahindra & Mahindra's annual report. But, with more than 92 company-owned stores and new strategies, the brand is hopeful of good results ultimately.

Babyoye brand was founded in 2010 by husband-wife duo Sanjay Nadkarni and Arunima Singhdeo. Mahindra Retail had early this year acquired the Mumbai-based startup Nest Childcare Services Pvt Ltd, which ran e-commerce site for baby related products under Babyoye.com.