Baby & Mother Care D2C Brand SuperBottoms Raises $5 Mn Funding

Mother and baby care D2C brand SuperBottoms has raised $5 Mn in its Series A1 funding round led by Lok Capital and Sharrp Ventures. 

The round also saw participation from existing investors, DSG Consumer Partners and Saama Capital.

With the fresh capital, the D2C brand will focus on category expansion and offline growth. It is looking at building a diverse portfolio that appeals to a wider audience. 

Founded in 2016 by Pallavi Utagi, SuperBottoms’s range of products includes Cotton Langots, Potty Training Pants, Kid’s Clothing, and more. The D2C brand also introduced the MaxAbsorb™ Period Underwear to provide a safe and conscious alternative to conventional plastic-based period care products.

Besides selling products on its website, it also sells products via ecommerce marketplaces like Amazon.

“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 like 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, founder of SuperBottoms, said.

SuperBottoms’ revenue grew nearly 2x in FY22 to hit INR 40 Cr from INR 23 Cr in FY21, and it opened its first offline kiosk in a Mumbai mall in October last year.

Projected to expand at a CAGR of 8.18% from 2022 to 2027, the Indian baby diapers market is expected to surge from its 2021 value of $1.37 Bn to over $2.22 Bn by 2027, according to a report by IMARC group.

In the past couple of years, Indian startup ecosystem has seen the launch of several mom and baby startups. Besides unicorns like Mamaearth, FirstCry, the segment also hosts startups like HopScotch, Cradlewise, among others.

Overall, India’s baby care market which was pegged at a little over $15 Bn as of 2022, is expected to grow at a compounded annual growth rate of over 17% to almost $40 Bn by 2029.