Parents constantly want the best for their baby – be it the meals they eat, the clothes they put on, or the toys they play with, and more so with toddlers. With developing publicity and cognizance now, it’s far no wonder that new parents are looking to go the natural way – and right here, they have to assist from The Baby Atelier (TBA). Founded by using Payal Karumba in 2016, the child products’ agency makes kids’ bedding from natural fiber; this is green, chemical-loose, and hypoallergenic.
Entrepreneurship in her DNA
Turning to entrepreneurship became almost the subsequent step for Payal, for she comes from a commercial enterprise family, which has been inside the fixtures and design enterprise for over 35 years. “Our corporation – CC India – is the one that pioneered the concept of European modular domestic fixtures within u. S. A. With the brand Veneta Cucine. Since then, we’ve long gone directly to paintings with many distinct brands in Europe. So I basically grew up surrounded by using Europe’s layout aesthetic,” says Payal.
After shifting lower back to India in 2012 from the US, Payal began working on the own family commercial enterprise inside the children furnishings segment – Villa Veneta Kids – and observed there “were almost no manufacturers in the USA offering natural, easy, easy and on-fashion furnishings for kids,” she says. Payal provides that maximum merchandise available at the time has been encumbered with all forms of dyes and chemical compounds. So, in 2016, she decided to make things reputable and released The Baby Atelier, imparting bed and tub products that are natural, pesticide-free, and hypoallergenic. The product catalog protected equipped crib sheets, bibs, pillow covers, hooded towels, blankets, washcloths, and mattress sheets.
Local fabric, local tailors
She adds, the organization resources organic fabric from several one-of-a-kind places throughout South India, including Tamil Nadu, Karnataka, and Kerala. It also hires nearby tailors as a way to generate employment. “This allows us to give returned to our network, even as making sure that we are diversifying our risk by using now not relying best on a hard and fast group.”
How natural is natural?
The Baby Atelier claims its assets cotton most effective from Global Organic Textile Standard (GOTS)-certified companies. In addition, the company ensures pesticide-loose cleansing and completing techniques for all its merchandise. “Our merchandise is made with yarns, which does no longer need any chemical treatment, so our merchandise robotically ends up hypoallergenic,” she adds. Payal additionally says the agency does not starch any fabric to make sure it’s miles chemical-free and natural.
Some of TBA’s competitors are Little West Street, Masilo, Habitat, and Mothercare. “We carry great first-class, easy, and on-trend merchandise at very low-priced fee points. This sets us apart from our peers within the market,” says Payal. TBA products are ranged between Rs 550 and Rs 1,800. “We additionally have gift bins starting from Rs 2,000,” she provides. In addition, the founder says the organization permits humans to shop for unmarried pieces – one pillow cowl or a single towel – whereas most competitors simplest promote merchandise in sets.
Business and plans
The enterprise retails its merchandise through numerous online portals consisting of Myntra, Firstcry, Jabong, Amazon, and its own website. The enterprise additionally retails inside the Middle East, US, UK, Australia, and Europe. While the founder did no longer proportion the investments inside the business, she said the employer has been seeing forty percent 12 months-on-12 months revenue boom. Payal says the organization expects the increased charge to be 50 percent in FY2020. The Baby Atelier has additionally increased its product services to tub linen, nightwear, bibs, nursing pillows, and sensory toys and puzzles. These days, the three-year-antique startup released its interior offerings enterprise to provide home layout offerings catering to youngsters up to fifteen years of age.