Babycare goes big on premium wellness – Lifestyle News
From herbal toothpaste free from fluoride and parabens, plant-based wipes in purified water, aloe vera, castor oil to eco-friendly diapers, mild body cleanser and vapour rub with eucalyptus, rosemary, lavender, and thyme oil… the baby care segment is big on premium wellness.
Brands like Dabur India, Mothercare, Mahindra FirstCry, Baby Forest, Maate and Himalaya Wellness are tapping into the space where conscious consumerism is driving demand and supply in new categories like organic, chemical-plastic-free products.
For instance, Dabur India ventured into ayurveda-based herbal range of kids’ toothpaste in December 2024. Last year, Himalaya wellness launched its baby lotion with pure cow ghee and soothing aloe vera extract. Baby care startups like Baby Forest have luxury ayurveda-inspired products with non-toxic formulations tailored for infants, while Maate has sustainable, vegan products that use kokum butter, saffron oil, toxin-free, driving sales and innovation.
“Young mothers are seeking products that not just meet global standards but are true to traditional Indian knowledge. Rising income levels, better informed parents and the growing penetration of social networks have contributed to a spurt in demand for quality baby care products that are not just natural but also free of harmful chemicals,” said Mohit Malhotra, CEO of Dabur India.
Dabur India’s baby care portfolio covers nine products, ranging from oil, cream, shampoo, lotion, talc-free powder, soaps and diapers. The brand reported double-digit growth in FY24-25.
From 2020 to 2025, India’s childcare products, specifically the mother and baby care market, are predicted to increase by $26.35 billion, with a CAGR of 11.11% as per Technavio report. While India is among the youngest nations in the world, with 306 million children between the ages of 0 and 12, the growth in per capita spending on childcare products in India is projected to be among the fastest globally. This is driven by increasing awareness of childcare, child health and wellness, rising disposable incomes, and shifting customer perceptions.
Launched in 2022, BabyForest achieved Rs 24 crore in sales in FY 2024-25 and for FY 2025-26, the brand is targeting Rs 60 crore, driven by its commitment to blending traditional ayurvedic wisdom with modern innovation.
“India’s baby care market is experiencing a period of robust growth, presenting exciting opportunities for emerging brands, especially with a consistently high birth rate, ensuring a steady influx of new parents, the rise of online shopping with direct access to consumers and conscious consumerism for seeking safe, and healthy products driving the segment,” says Apoorva Pandey, chief marketing officer, Baby Forest, whose brand has seen incredible growth in demand for organic products, plant-based baby wipes, eco-friendly diapers and reusable products.
“Mothers are increasingly focusing on ingredient labels. As a brand we continue to innovate with 100% safe products, backed by over 140 years of expertise. We are also expanding our portfolio,” said Binit Kumar, AGM marketing, Dabur India.
Mother and baby wellness brand Maate started in 2019 and has a big product portfolio, from kids conditioner, baby face butter, biodegradable wipes and kids face wash. “Recent studies have linked certain ingredients like paraben or sulphate in baby products that lead to early puberty and other developmental concerns. This has driven a shift towards natural, safe, and sustainable alternatives for brands. The segment growth has also led us to expand into a range of products, which will include pregnancy care solutions. We are also working on the launch of ayurvedic toothpaste in the near future,” said Priyanka Chaudhary Raina, co-founder of Maate, whose brand achieved 20% growth in 2024 and expects 30% revenue growth in 2025. The brand has planned projects worth Rs 30 crore for 2025.
Offering premium and comprehensive options that combine quality, safety, trust, and scientifically backed innovations, Italian brand Chicco has a range of phenoxyethanol-free baby toiletries and 75% lower abrasive baby toothpastes. The brand has consistently expanded at a double-digit rate in the past few years and built products of global standards that pass stringent quality tests.
“Categories like baby skincare have shown exponential growth,” said Rajesh Vohra, CEO, Artsana Group India, which handles flagship brand Chicco in India, which aims to double its turnover in the next three years. “We are committed to aligning with this upward trajectory by consistently introducing products that resonate with modern parenting needs,” added Vohra.