BabyChakra aims to be the care companion for parents globally: Naiyya Saggi

Parenting platform BabyChakra recently acquired one of India’s strongest regional parenting networks, Tinystep, to further strengthen its growth across the country. With this acquisition, BabyChakra expands its regional footprint by providing in-depth access to a robust network of parents across 9 languages. BabyChakra targets to reach 75 million moms by the end of 2022.

BabyChakra has earmarked Rs 100 crore in building India’s largest mom-baby content to commerce platform over the next 3 years. By acquiring Tinystep, Baby Chakra makes significant progress towards its aspiration to reach 75 million mothers and achieve its goal. This is BabyChakra’s first acquisition.

India’s baby care product market is expected to grow by $10 billion over the next few years at a CAGR of more than 14%. With the growth of the online availability of baby care products and nuclear as well as single parent families, the market is gradually witnessing a steady growth.

Adgully spoke to Naiyya Saggi, Co-founder, Good Glamm Group, Founder & CEO, BabyChakra, to know what this acquisition brings to the company’s core business strength, investing in enhancing content and communities of mothers and doctors on the platform, and more.

BabyChakra already reaches 39 million moms and 10,000 doctors across India. With such a great reach, what was the reason for acquiring Tinystep?

BabyChakra aims to grow further and be a part of families across India. To do so, it is necessary to connect with parents in their language. Tinystep is a network of 9 regional language based mom networks and with 5 million+ existing followers and a potential 20 million addressable additional reach has the largest social presence of all parenting platforms. The decision to acquire Tinstep assets is a step forward in our aspiration to be the largest parenting platform from India.

What new products and services can the consumers expect with this new partnership?

There will be more content and outreach in newer regions and languages ensuring deeper engagement with families who need us most. BabyChakra will continue investing in enhancing content and communities of mothers and doctors on our platform and reaffirm its commitment to becoming the one stop destination for all parents across India to find the support , care & community they need in their language through conception, pregnancy and early child care.

Tinystep is a multilingual parenting platform. How is that going to help BabyChakra?

70% of Indian families are nuclear units. Hence, parents today are turning online for virtual communities of care and information. However, no two parents are alike. Language is an important part of ensuring parents feel comfortable in getting care and also getting their questions answered. Also, language is an indicator of culture, hence cultural nuances, which are an extremely core part of a family’s identity. Hence, through language we can form a deeper connection with families we serve. With Tinystep, we open up more than 9 new languages for BabyChakra. Hence, it opens up a new set of languages and content to initiate conversations with newer families.

What is the USP of BabyChakra and Tinystep as an entity?

The USP is that we now have the largest social followership in India as a parenting entity and will be available in 9+ languages. Therefore, we will be able to fulfil our vision of being the largest parenting platform in India by next year with 75 million parents.

Will the partnership help BabyChakra to better co-exist with competitors such as The Moms Co, iMumz, and others?

The Moms Co is a part of our overall group (The Good Glamm Group) and is a close partner with BabyChakra. They are already using BabyChakra as a way to initiate conversations and connect with millions of parents across India. The Tinystep partnership already puts us ahead of most other players in the ecosystem, since we have a differentiated proposition of having the largest social user base and accelerated reach in regional networks. The content assets and social IPs that Tinystep acquisition brings to us already gives us a head start of one and half years into our ambitions.

How does BabyChakra in collaboration with Tinystep want to position itself in the market in the next 5 years?

The aim for BabyChakra is to be the care companion for parents globally from out of India. Care for us is care across information, communities and products. With Tinystep, this is a starting point in this aspiration on ensuring new audiences become part of the BabyChakra community of care with many future milestones to come.