For Riddhi Sharma, BabyOrgano began in her own house in Ahmedabad, to solve a problem she encountered as a first-time mother. When her son, Kayan, was born she found out that while baby personal care products were easily available, convenient solutions inspired by traditional home remedies were harder to find.
Her grandmother became an important source of these remedies, from ubtans to solutions for colic, cold and cough. “I always wanted to start with home remedies first, until I went to the paediatrician,” Sharma recalls. But when she searched for products addressing these everyday wellness concerns, she found a gap in the market. “That is where I decided this is one of the biggest problems in the market right now.”
Turning that insight into a children’s wellness brand, however, meant finding the right manufacturing partner. Sharma, who came from a sales and marketing background rather than Ayurveda, says she was unwilling to compromise on formulations to reduce costs.
“My very first question to the manufacturers was… if I want to lower the cost, will you be able to make the changes in the formulations?” she says. Manufacturers who agreed were rejected. Eventually, she found a partner that refused to alter the formulations. “Those are the manufacturers that we are still working with. It is a women-led organisation. So, Baby Organo has also led a women empowerment drive since the start.”
BabyOrgano launched its first immunity product in March 2020, just as the pandemic and lockdown disrupted conventional business. With a small batch of products and her infant son at home, Sharma turned to social media. “Instagram Live, Facebook Live, mothers’ community were developing at that time,” she shares. She began speaking directly to mothers about the products and their ingredients. “I have sold out all the products through Instagram Live and Facebook Live through mothers’ community. And this is how I was able to build trust and with it, a loyal consumer base.”
That community-first approach eventually expanded to larger platforms, including ZEE TV’s IdeaBaaz. The brand has since moved from founder-led Reels and live sessions to larger brand communication, including a recent brand film centred on co-parenting. While the brand has collaborated with mom-fluencers and is planning to push out more commercials, Sharma believes that reaching out to her customers personally has churned out the best results for her and she will continue to be as close to them as possible.
The journey has also translated into business growth. Sharma says BabyOrgano has grown from around ₹1 crore in revenue when it first raised funds to ₹30–35 crore today—'a 30x kind of growth’, as Sharma puts it.
The next ambition goes beyond numbers. “We want our vision with BabyOrgano to become the leading global kids’ wellness brand in Ayurveda,” Sharma says. “We want to represent Indian Ayurveda to the global markets through BabyOrgano.”
