The clean beauty and personal care wave has crashed the shores of baby land. Parents want to know that the products they use for their babies are safe and effective. They also want to know that they are sustainably sourced and manufactured, so as to add to their child’s future. Blending Ayurvedic wisdom with modern parenting needs, Tapasya Jain Agrawal founded Baby Forest in 2022. The brand quickly gained popularity on social media, expanded its retail presence and developed over 80 SKUs including products like feeding bottles, massage oils, shampoos and organic clothing.
In an interview with BrandSutra, she talks about the changing market dynamics of baby care and building brand trust among parents.
Edited excerpts…
The baby care industry is evolving rapidly. What consumer trends are shaping the future of this segment?
We have observed several key consumer trends shaping the baby care industry. Parents today prefer natural and organic products, prioritising the safety and well-being of their little ones. There is also a strong demand for sustainable and eco-friendly practices, from ingredient sourcing to packaging, as conscious parenting becomes more prevalent. Additionally, customisation and personalisation are gaining traction, with parents seeking tailored solutions that cater to their baby’s unique needs.
Could you give us an example of Ayurvedic wisdom that has been inculcated into Baby Forest products?
One of the ways we bring Ayurvedic wisdom to our products is through Komal Shwaas Baby Vapour Rub. Inspired by time-tested remedies, it harnesses the natural power of camphor, eucalyptus and mint oils to provide gentle relief from congestion. Unlike conventional vapour rubs, ours is free from petroleum and artificial fragrances, ensuring a safer, more natural alternative for babies.
How do you plan on building out the retail and e-commerce presence in the near future?
Our focus is on leveraging online marketplaces like Amazon and FirstCry while strengthening our direct-to-consumer website. We also aim to explore premium retail partnerships.
What marketing strategies have been most effective in building brand awareness for Baby Forest?
Our marketing strategies focus on highlighting the purity and authenticity of our Ayurvedic formulations. We engage parents through emotional storytelling, emphasising our commitment to eco-consciousness and traditional wisdom. By offering exclusive gifting options and making our products available on leading e-commerce platforms, we ensure accessibility and visibility. Our approach builds trust and connects deeply with modern parents seeking holistic care solutions.
What are the keys to building trust in a category as intimate as baby care?
Building trust in baby care requires a commitment to purity, safety and authenticity. We ensure this by using only natural, Ayurvedic ingredients processed through traditional methods like cold pressing and steam distillation. Transparency is key by which we educate parents about our formulations and maintain the highest quality standards. Additionally, our eco-conscious approach reinforces trust, as modern parents seek safe and sustainable choices for their little ones.
Tell us about products beyond baby care in the portfolio; and how Baby Forest plans on expanding the range.
We have expanded our portfolio beyond baby care to include a range of holistic wellness products that align with Ayurvedic principles. Our offerings extend to organic clothing and curated gifting options. As we grow, we plan to introduce more products that cater to the well-being of both parents and children, staying true to our commitment to purity, sustainability and traditional wisdom.
What is your long-term vision for Baby Forest, both in India and internationally?
We aim to become a global leader in Ayurvedic baby care, offering holistic wellness solutions. In India, we aim to expand our reach through e-commerce and premium retail partnerships while strengthening trust among parents. Internationally, we plan to introduce our products to global markets that value natural, sustainable baby care. By staying true to our ethos of authenticity and eco-consciousness, we aspire to make Ayurveda an integral part of parenting worldwide.
