Led by Lok Capital and Sharrp Ventures, this round also saw the third investment of the company’s existing investors, DSG Consumer Partners and Saame Capital.
In the recent Series A1 funding round led by Lok Capital and Sharrp Ventures, rising mother and baby care startup SuperBottoms raised $5 million. This round also marked the third investment by the brand’s existing investors, DSG Consumer Partners and Saame Capital.
The funding is intended to be utilised to further the sustainable brand’s category expansion along with offline and in-store growth. With the fresh capital, they plan to establish a concrete connection with their 20 lakh+ consumer base by introducing a more diverse portfolio that appeals to a larger audience. The organic baby diaper brand had already shown great promise through its venture outside of baby care products with the introduction of maternal and menstruation products to their collection.
SuperBottoms: The new default for eco-friendly parenting
Founded in 2016 by Pallavi Utagi with headquarters in Mumbai, the brand offers a wide array of products like durable rash-free diapers, cotton langots, potty training pants, kid’s clothes, mother-care products. Additionally, a new introduction of MaxAbsorb™ Period Underwear, a safe and environmentally conscious alternative to traditional menstruation care products.
Through first hand maternity experience, Utagi became privy to the presence of harsh plastic materials present in most Indian diapers. Diving a little deeper into market research, Pallavi realised the lack of skin-friendly, sustainable cotton products in India and established SuperBottoms. As the first of it’s kind, the brand promised durable, cotton-based diapers and kid’s accessories, competing against well-known FMCG’s like Mamaearth and Me N Moms.
The brand’s environmentally conscious shift to organic cotton introduced diapers that were 60% less in weight than most diapers even after 17 layers. According to the founder, Every product in the company goes through a professionally supervised clinical test post manufacturing. The tests also comply with the US Consumer Product Safety Improvement Act (UPSIA), a guideline that isn’t found in India, showcasing the brand’s commitment to introduce the very best standard to its consumers.
The rising potential and revenue growth of SuperBottoms
SuperBottoms showed great promise through an 89% growth in revenue from 21.07 crore in FY21 to 39.77 crore in FY22. The brand continues this momentum with a claim of 80 crore for FY23 by the founder, Pallavi Utagi. The Indian baby diaper market has an expected CAGR of 8.05% between 2023-2028, from the established USD 1.5 billion in 2022 to a hopeful USD 2.4 billion in 2028, as claimed in a report by IMARC Group.
“With the funds raised, we aim to drive initiatives that spread awareness about cloth diapering to a wider audience throughout the country. We’re thrilled to join forces with consumer-oriented investors including Lok Capital, Sharrp Ventures, DSG Consumer Partners, and Saama Capital as we expand our reach and strengthen our commitment to creating a robust brand for children,” Pallavi Utagi, the founder, relayed.
Future in the profitable baby care market
The baby care industry has exhibited steep growth after the COVID-19 decline, with an expected market CAGR of 17.40%. This indicates that the market value of USD 10.95 billion in 2021 will surge to USD 39.54 billion by 2029, according to a report by Data Bridge Market Research. The market is largely driven by paternal concerns regarding baby health and wellness, along with improving consumer living standards. These aspects are the main focus of SuperBottoms, along with organic and sustainable production.
SuperBottoms showed great promise through an 89% growth in revenue from 21.07 crore in FY21 to 39.77 crore in FY22. The brand continues this momentum with a claim of 80 crore for FY23 by the founder, Pallavi Utagi. The Indian baby diaper market has an expected CAGR of 8.05% between 2023-2028, from the established USD 1.5 billion in 2022 to a hopeful USD 2.4 billion in 2028, as claimed in a report by IMARC Group.