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Motherhood is the most magical feeling ever. In a single moment your whole world changes and your child is the only focus. Every parent wants the best for their offspring. For the longest period Johnson & Johnson ruled the baby care market in India. Wipro entered under the brand name ‘Baby Soft’ in 1991 but due to stiff competition and strict regulations withdrew by 2020.

There has been a major shift from choosing basic products to premium and specialized goods. Parents read the label, research the ingredients, google about the brand and then select the safest option. Parents and Founders Ghazal Alagh and Varun Alagh were frustrated that clean baby care products are not available in India. As a way out they started their own brand with organic and harmless ingredients and thus Mamaearth was born. Most parents might be unaware that the American multinational Johnson & Johnson has been facing lawsuits on its talc based baby powder. The talc contains asbestos fibre which is known to cause cancer. 

In 2020 actor Alia Bhatt launched her brand Ed-a-mamma focusing on kidswear. People questioned her why she was starting a kids brand when she doesn’t have a kid of her own (her daughter was born in 2022). Well if you ask me it was a wise decision because there is a lot of scope and demand in that segment. The brand started as a sustainable clothing line then diversified into maternity wear. In 2026, Alia launched 7 products under the baby care range with the tagline Clean Conscious Baby Care. Cetaphil Baby is also gathering a lot of attention and market share. They appointed Rohit Sharma and wife Ritika Sharma as brand ambassadors in Oct’2025.

The child care market caters to the age group 0-4 years. The segment has a lot of potential, business opportunities and gaps to build businesses. In 2010, Supam Maheshwari realised it is difficult to find good quality baby products in India. He identified this opportunity and started  First Cry with an inventory based model. Brands like Me N Mom, Himalaya, Popees baby care are few to name who are there in this industry. This industry has high manufacturing costs because there is zero compromise on quality. The brands need to use premium/organic materials, comply with all the regulatory standards and  there is lot of research and development to bring innovation and cater to all the safety standards.