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| Rishu Gandhi, Co-founder and Head of Brand Strategy, Mother Sparsh |
Rishu Gandhi – an engineering graduate left
her job in Infosys to peruse her dream of becoming an entrepreneur. She had the
belief in herself. Her keen interest in following and learning about consumer behavior
with respect to new products and innovations propelled her to start a new
venture in Baby Care industry. She co-founded ‘Mother Sparsh’ with a clear
motive to introduce baby care products that are gentle and non-toxic. With this
thought, she launched India’s first eco-friendly water-based wipes with natural
plant-derived fabric, i.e., Mother Sparsh 98% water wipes in the market.
her job in Infosys to peruse her dream of becoming an entrepreneur. She had the
belief in herself. Her keen interest in following and learning about consumer behavior
with respect to new products and innovations propelled her to start a new
venture in Baby Care industry. She co-founded ‘Mother Sparsh’ with a clear
motive to introduce baby care products that are gentle and non-toxic. With this
thought, she launched India’s first eco-friendly water-based wipes with natural
plant-derived fabric, i.e., Mother Sparsh 98% water wipes in the market.
Rishu believes that baby care market in
India needs freshness in terms of products and marketing. Mothers are always
keenly looking for safe and organic products for their baby’s health and
well-being.
India needs freshness in terms of products and marketing. Mothers are always
keenly looking for safe and organic products for their baby’s health and
well-being.
In an exclusive email interaction with StartUp Terminal; Rishu Gandhi, Co-founder
and Head of Brand Strategy, Mother Sparsh shares more insights about her
startup and future plans.
and Head of Brand Strategy, Mother Sparsh shares more insights about her
startup and future plans.
Excerpts:
ST:
How has Mother Sparsh been able to change Babycare industry in India?
How has Mother Sparsh been able to change Babycare industry in India?
Ans. Baby care industry has shown
exponential growth in last few years. Internet usage has surged with the availability
of parenting related content on it. It’s high time that parents read reviews
and do a thorough research on the internet prior to buying any product.
exponential growth in last few years. Internet usage has surged with the availability
of parenting related content on it. It’s high time that parents read reviews
and do a thorough research on the internet prior to buying any product.
Mother Sparsh initiated its journey with
innovation as its soul. We have designed
India’s first eco- friendly water wipes in a price bracket as that of regular
baby wipes. Not only did we put in huge efforts in the R&D of the inception
of this product, but we were extremely keen to place this product in a price
bracket, that was affordable with average buying capacity, unlike other
eco-friendly products which are priced high.
innovation as its soul. We have designed
India’s first eco- friendly water wipes in a price bracket as that of regular
baby wipes. Not only did we put in huge efforts in the R&D of the inception
of this product, but we were extremely keen to place this product in a price
bracket, that was affordable with average buying capacity, unlike other
eco-friendly products which are priced high.
Our mantra for our journey is, right
innovation at an effective price.
innovation at an effective price.
ST:
What has been your journey so far?
What has been your journey so far?
Ans. The journey has been an enriching
one, getting into baby care segment from IT needed lots of research to close on
the right kind of product for the Indian market. The process of working on this
has enriched me immensely; I have learnt so many new things which I never knew
existed from a product and business perspective.
one, getting into baby care segment from IT needed lots of research to close on
the right kind of product for the Indian market. The process of working on this
has enriched me immensely; I have learnt so many new things which I never knew
existed from a product and business perspective.
ST:
What prompted you to start your venture in an industry which is already
dominated by big players including giant MNCs?
What prompted you to start your venture in an industry which is already
dominated by big players including giant MNCs?
Ans: During my working days, I realized
that many working mothers were looking for the best products for their babies.
They were somewhat dissatisfied with the popular brands and their products. So
looking closely at those products I was convinced that the mothers’ concerns
were genuine. The product ingredients being used were not baby friendly, they
were impacting the babies’ health. Hence, I decided to address these issues
with the best solution in the world for Indian parents. Luckily the outcome did
not just bring respite to the parents’ concerns but was even conducive to
mother earth. The idea of 98% water based wipes in India is the first in line
and has opened the way for many more products with similar concepts to follow.
that many working mothers were looking for the best products for their babies.
They were somewhat dissatisfied with the popular brands and their products. So
looking closely at those products I was convinced that the mothers’ concerns
were genuine. The product ingredients being used were not baby friendly, they
were impacting the babies’ health. Hence, I decided to address these issues
with the best solution in the world for Indian parents. Luckily the outcome did
not just bring respite to the parents’ concerns but was even conducive to
mother earth. The idea of 98% water based wipes in India is the first in line
and has opened the way for many more products with similar concepts to follow.
ST:
What is your team strength? Do you have any immediate hiring plans?
What is your team strength? Do you have any immediate hiring plans?
Ans. We are focused on baby water wipes,
our whole team works in high spirits and always has innovative ideas to that
emphasize the brand’s USP to the consumer. One such creative approach to highlight
the brand’s USP is the flame test that identifies the difference between
synthetic & natural fabric of baby wipes which was a buzz among the moms.
Yes, with further extension and expansion in our existing products, we are
looking to hire 10-15 team members by the end of this year.
our whole team works in high spirits and always has innovative ideas to that
emphasize the brand’s USP to the consumer. One such creative approach to highlight
the brand’s USP is the flame test that identifies the difference between
synthetic & natural fabric of baby wipes which was a buzz among the moms.
Yes, with further extension and expansion in our existing products, we are
looking to hire 10-15 team members by the end of this year.
ST:
How do you sell your products? Is it available OTC or online or any other way?
What are your expansion plans?
How do you sell your products? Is it available OTC or online or any other way?
What are your expansion plans?
Ans. Mother Sparsh is available at
Firstcry, Amazon, Flipkart and all leading e-commerce websites. Further, we
also have presence at physical counters in Rajasthan & Gujarat. At present,
we are working on partnering with the companies having distribution
specifically for baby products. Other than this, we have received good response
from Southern Markets, So, may look at setting up a unit there. Other than that
we are looking to place our products in over 1000 outlets down south in next 6
months.
Firstcry, Amazon, Flipkart and all leading e-commerce websites. Further, we
also have presence at physical counters in Rajasthan & Gujarat. At present,
we are working on partnering with the companies having distribution
specifically for baby products. Other than this, we have received good response
from Southern Markets, So, may look at setting up a unit there. Other than that
we are looking to place our products in over 1000 outlets down south in next 6
months.
ST:
Do you see any challenge for startups like yours to scale up at a fast pace?
Do you see any challenge for startups like yours to scale up at a fast pace?
Ans. While talking about the challenges,
I truly believe that one cannot rise without facing them. Creating an idea and
then transforming that into a reality, is the first part of the challenge. Then
came the demands to maintain its quality and availability, which was a bigger
challenge. Initially, the biggest trial was to develop a strong brand identity
in the target audience. And with time, meeting quality standards and then
meeting those standards at new manufacturing units became a graver cause of
concern. Quality is the cornerstone of our brand. We have to be very cautious
about our expansion strategies, as a single misstep can deflate the whole
process.
I truly believe that one cannot rise without facing them. Creating an idea and
then transforming that into a reality, is the first part of the challenge. Then
came the demands to maintain its quality and availability, which was a bigger
challenge. Initially, the biggest trial was to develop a strong brand identity
in the target audience. And with time, meeting quality standards and then
meeting those standards at new manufacturing units became a graver cause of
concern. Quality is the cornerstone of our brand. We have to be very cautious
about our expansion strategies, as a single misstep can deflate the whole
process.
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