New future parents Sanidhya Pareek and Shuchi Sharma worried about what products to use for their newborn baby. Like most new parents, the couple were looking for baby care products that were chemical free and that would not harm the baby in any way.
Sanidhya says, “We observed one thing when talking with parents: With the evolution of time and technology, parents have become more aware of the well-being of their child. We have also become more reluctant and worried about all aspects involved in our child’s education. ”
This led the couple to startin Shujalpur, Madhya Pradesh, in 2020. The startup offers chemical-free baby care products such as shampoos, moisturizers, diaper rash creams, etc., and claims its products are product-free harmful chemicals such as SLS, SLES, parabens and mineral oil.
The couple also tied up Sanidhya’s sister, Saloni Pareek, be part of the core team.
“After a detailed market and product study for a few years on each of the materials needed for production, we concluded and continued the manufacturing process of the products with a third-party manufacturer in Ahmedabad,” says Sanidhya.
He explains that the manufacturer had to focus on using the right raw materials. Sanidhya says the team paid particular attention to the raw materials used and the basic manufacturing processes.
Saloni Pareek, Core Team Member
“We have to be extremely careful and careful when it comes to doing anything with babies. Our standards were high. We were sure we didn’t want SLS, SLES, or any other chemicals that could harm the baby in any way. So we focused on trying different manufacturers, testing and only then finalizing the right third-party manufacturer, ”says Sanidhya.
Product and COVID-19
Being primed, the business had to focus on important products that new parents needed, they opted for four products – Mtoto Super Calming Head to Toe Wash, with neem and aloe vera; Mtoto Baby Diaper Rash cream, with aloe vera, almond oil and zinc oxide; Mtoto Really Gentle Baby Shampoo; and Mtoto Perfectly Moisturizing Baby Lotion, with Shea Butter, Licorice Extract, Sweet Almond Oil, Vitamin E and Aloe Vera.
The biggest challenge hit the team during the pandemic as they were about to launch their products to market in April 2020. The pandemic and the resulting lockdown have resulted in factories being closed. However, in October 2020 the team was able to restart the manufacturing process and went live in November 2020.
Sandhiya says the brand’s sales are slowly increasing. Product prices are between Rs 300 and Rs 400 per unit. The team is currently focused on online sales and marketing. Products can be purchased from their website and e-commerce marketplaces like Amazon,, and .
The Indian baby care market is expected to grow at a CAGR of 15% between 2020 and 2025. While there are several established brands for baby products like Johnson & Johnson, Pampers and others, there is a need. and growing awareness in the chemical-free baby products market.
There are several notable Indian startups that are in space like, , Maate of Priyanka Raina, , and BumChum to name a few.
Speaking of their products, Sanidhya says,
“Mtoto baby care products are made in India for baby’s soft and delicate skin to keep it healthy and safe. It cleanses baby’s skin and keeps baby hydrated and healthy throughout the day.
The team now has nearly 10 people focused on expanding their reach. The startup is also planning to launch new products soon.