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Health-conscious affluent parents are taking the farm-to-fork revolution to their children. Which is why, for every millennial who recalls indulging in instant noodles, there is now a Kini growing up on trendy clean and green eating.
The rising popularity of organic baby food is directly proportionate to the mushrooming homegrown brands selling the same.
Bebe Burp, a Surat-based organic baby food startup, retails across India through online marketplaces like Eazelly.com. They sell organic infant cereals in flavours like khichdi mix, oatmeal, finger millet and broken wheat for babies aged six months onwards.
Aman Tibrewal, Co-founder, Eazelly.com, said, "The working class, comprising mainly IT professionals and doctors, are primary takers of our ready-to-eat organic cerelac -25% of our total sales, i.e. four-five orders a day, come from Gurgaon."
Minka Sikka, who launched Mommy's Health Kitchen in September 2016 in Bengaluru, says, "From receiving 30 orders during the launch month to 70 orders a month now, there is a definite spurt in awareness. Millennial mothers recognise the value of clean eating and want their kids to start young."
Taking tips from grandmothers' kitchens and nutritionists, Sikka makes organic bakes like carrot muffin, chocolate-almond granola to banana-oat teething breadsticks for toddlers. All ingredients are organic. Dates, honey and jaggery replace refined sugar. She sells at popups and home delivers orders.
Reports suggest that the organic baby food industry will gain momentum this year. According to the Central Food Technological Research Institute (CFTRI) in Mysuru, revenue from organic baby food is expected to rise at a compound annual growth rate (CAGR) of 12% in 2016-2020.
Ram Rajasekharan, Director, CFTRI, said, "The demand for baby food has increased with the trend of both parents working. With increased disposable income, they are able to compensate homemade food with branded organic baby food."
