MyGlamm buys BabyChakra to enter baby care category - Business2Business

Direct-to-consumer (D2C) beauty retailer MyGlamm has acquired online parenting platform BabyChakra to foray into the mother and babycare category. Financial details of the acquisition have not been disclosed.

With this acquisition, MyGlamm, which sells color cosmetics, skin products and personal care, BabyChakra will invest 100 crore in building a mother-baby content-to-commerce platform over three years.

BabyChakra has an online community of more than 25 million families and 3,500 doctors on its platform. It states that a mother spends, on average, more than 40 minutes per day on her digital assets and that 95% of the content on its platform is user-generated.

Naiyya Saggi, Founder and CEO (CEO) of BabyChakra, will join MyGlamm Group as Co-Founder and President. She will spearhead the mother-baby vertical and will also create the general vertical community of the group. She will also join the MyGlamm board.

Saji said that MyGlamm was founded on e-commerce. "BabyChakra's e-commerce journey is new to us and this is where MyGlamm compatibility comes in. So far, we have built our digital assets with parents and physicians and identified the underlying needs of mothers. With MyGlamm we want to create products. partnerships with our large-scale community of mothers and physicians and use MyGlamm's expertise to develop products and distribute them.

BabyChakra will continue to operate as a standalone brand. Over the course of 8-12 months, MyGlamm will have a portfolio of more than 80 baby personal care products with a 50% launch this year. This will include baby essentials such as washes, lotions and creams suitable for the Indian skin and climate, and will be branded as BabyChakra products.

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Priced between Rs 199 and Rs 400, these  will be available across MyGlamm omnichannel touchpoints  (online and 15,000 offline outlets in 70 cities).

BabyChakra is aiming to achieve a revenue run rate of Rs 500 crore for the products in the next three years. The platform aims to expand its user base to 100 million mothers in three years and more than 20,000 pediatric and gynaecologist partners in one-and-a-half years.

The mother and baby personal care market is $2.5 billion and it is growing rapidly at a compound annual growth rate (CAGR) of 14%, but category penetration is still low at only 15% in India.

Darpan Sanghvi, founder and CEO of MyGlamm, said that the Moms & Babies category is one of the fastest growing categories in the Indian beauty and personal care sector. Last month, MyGlamm closed its Series C funding round at 530 crore, which included a top-up of 355 crore by Accel.

To increase penetration of the children's personal care category, you have to educate your customers. Moms who come to BabyChakra will first interact with the doctors, ask questions of the rest of the community, and now we will supplement the cycle with products to meet their needs. This is how category penetration will increase and this is how content for commerce works. "

BabyChakra will compete with other D2C players like Mamaearth and The Moms Co along with better known brands like Johnson & Johnson, Himalaya Herbals Baby Care, Sebamed and Chicco.

A deep understanding of the different dimensions of the same customer will be key, especially with the blurring of the lines between beauty and healthcare, according to Sridhar Prasad, an online business expert and former partner at KPMG.

"That a beauty customer, is or will be a mother is a good thesis to look at, as there can be significant synergies. Sharing user-generated content and providing knowledgeable advice on what a mother wants for herself or for her son can help in product innovation and positioning based on need. Safe skincare and beauty for children is also a very useful case that has so far been unsuccessful in India. "

BabyChakra will compete with other D2C players like Mamaearth and The Moms Co along with better known brands like Johnson & Johnson, Himalaya Herbals Baby Care, Sebamed and Chicco.

A deep understanding of the different dimensions of the same customer will be key, especially with the blurring of the lines between beauty and healthcare, according to Sridhar Prasad, an online business expert and former partner at KPMG. "Being a beauty client, a mother is or will be a mother is a good thesis to consider, as there can be significant synergies. Sharing user-generated content and advising on what a mother wants for herself or for her child can be helpful for product innovation and needs-based positioning. "Safe skincare and beauty for children is also a very useful case that has so far been unsuccessful in India."

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