All Things Baby, a curated platform offering baby and mothercare products, has secured Rs 30 crore in equity funding from Inoventures, the family office of Manish Choksi and Richa Choksi. The investment will help the company grow its brand portfolio, strengthen its distribution network, and enhance its omnichannel presence, according to Co-founder Tejal Bajla.
The funds will be used to onboard additional brands and expand both general trade and distribution channels. The company also plans to increase investment in its own private-label brands. As part of its strategy, All Things Baby intends to enhance its omnichannel approach by expanding its experiential retail stores in key cities. Currently, the company operates a single store in Bengaluru and aims to open two more stores within the next two years.
Bajla highlighted that many new parents require guidance when making purchasing decisions for their children. “Parents often need a lot of support to determine what products are right for their baby and lifestyle,” she said. To meet this demand, All Things Baby offers personalized services through its “Baby Crew,” which helps parents curate their baby product list with tailored recommendations.
The company’s products are available both online and through general trade, as well as retail shop-in-shop outlets. Bajla explained that customer preference for hands-on experience plays a crucial role in their decision-making process. This is why the company emphasizes an assisted omnichannel shopping experience, allowing customers to make informed choices both online and in-store.
All Things Baby currently distributes over 25 exclusive brands, including global names like Stokke, Abena, Bambo Nature, Babyzen, and Beaba. The company is already EBITDA profitable and projects a revenue of Rs 60 crore for FY24-25.
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