Gurugram-based mother and baby care startup MamaEarth has raised $4 Mn (INR 27.5 Cr) in a Series A round of funding. The investment was led by early-stage technology-focussed venture capital (VC) firm Stellaris Ventures.\r\n\r\nFMCG player Marico\u2019s Mariwala family office \u2014 managed by Rishabh Mariwala \u2014\u00a0and other existing angel investors, including Snapdeal founders Kunal Bahl and Rohit Bansal and Bengaluru-based investor Fireside Ventures, also participated in this funding round.\r\n\r\nVarun Alagh, the co-founder of MamaEarth, confirmed the development to Inc42. Further details are yet to be received. The startup has reportedly been valued at around $12.4-$13.2 Mn (INR 90-95 Cr) in the funding round.\r\n\r\nMamaEarth plans to use the raised capital to expand its team, invest further in product research and development, strengthen its offline retail presence, and scale up direct consumer reach while building brand awareness.\r\n\r\nFounded in 2016 by Varun Alagh and Ghazal Alagh, MamaEarth is an on online retailer specialising in baby and toddler products. It offers almost 50 natural, toxin-free products for mother and baby personal care, including innovative products such as protective repellents and oral care products. The brand claims that all products go through multiple testing processes, including clinical dermatology testing in Europe, to make sure they are of high quality and match global standards.\r\n\r\nThe startup earlier raised $1 Mn in a funding round led by VC firm Fireside Ventures\u00a0and a few other investors to launch \u2018Traditional Recipes\u2019, a new range of wellness solutions, including herbal teas and supplements,\u00a0for mothers.\r\nMamaEarth: Baby Steps Towards Success\r\nMamaEarth currently claimed to have crossed an annualised revenue run rate of over $2 Mn (INR 15 Cr) as of August\u00a0and is looking to cross the $13.8 Mn (INR 100 Cr) revenue run rate mark by 2021.\r\n\r\nAlso, it is currently selling over 50K units per month across all categories.\r\n\r\nHere are some of the other future plans of MamaEarth:\r\n\r\n \tThe startup is looking to grow its sales volume by 3x to 15,000 units every month over the next year\r\n \tIt expects the offline channel to contribute about 50% of its revenues in three years\r\n \tIt plans to expand its product portfolio and launch about 20 products across categories that are \u2018easy to use and apply\u2019 for mothers and babies, apart from hair detangler products for babies\r\n\r\nGrowing Child Care Startups In India \r\nWith increased family incomes and awareness, thanks to active sharing of parental experiences and product advertisements on social media channels, young parents are focussed than ever on providing the best of care to their children. This has opened up the floodgates of opportunities for startups in the child care segment and attracted significant investment from leading investors as well.\r\n\r\nRecently, Mumbai-based online parenting platform Babychakra\u00a0raised an undisclosed amount of fresh funding from a group of senior corporate leads. The startup plans to use the funds to further strengthen its region- and language-specific content and communities and to deepen personalisation on the product platform.\r\n\r\nEarlier, in March, parenting social network startup Healofy\u00a0raised $1 Mn in a seed funding round from Omidyar Network. The company planned to use the latest funding to hire talent in leadership positions across product, technology, and data science, and for exploring other ventures.\r\n\r\nMamaEarth competes with other major players in the industry including Gurugram-based The Moms Co, which sells pregnancy care and baby products online; Mumbai-based Marico, which sells products in global beauty and wellness space; and Lotus Herbals, among others.\r\n\r\nAccording to a Technavio report,\u00a0the Indian baby care market is expected to grow at an annual rate of over 17% in terms of revenues during the 2014- 2019 period to reach over $31 billion, from $14 Bn.