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D2C Startup Bebe Burp Looks To Make A Dent In The $32 Bn Baby Food Market With A Preservative-Free Approach

D2C Startup Bebe Burp Looks To Make A Dent In The $32 Bn Baby Food Market With A Preservative-Free Approach

BebeBurp, an organic baby meals startup, is imparting healthful alternatives freed from processed sugar and preservatives

The startup become a part of the primary cohort of Shiprocket’s Rocketfuel accelerator programme, held among November 2020 and January 2021

Keeping the focus on fine, the startup does ordinary great exams onsite and at an outside lab to preserve nutrient parameters as well as sugar and sodium stages

When Shruti and Bharat Tibrewal had their first toddler, the couple started looking at diverse baby meals alternatives to make sure most reliable health blessings for their newborn. But they quickly found out that very few infant meals come without preservatives and refined sugar, and no such logo became available wherein they lived.

As a nutritious weight-reduction plan is critical for a infant’s growth, baby food changed into traditionally organized at home all over India. But with a wide range of merchandise from big brands quite simply available within the marketplace, their call for has spiked, and selfmade recipes have taken a returned seat. The child meals section in India clocked a sales of $32 Bn in 2021  and will develop further to the touch $47.Eight Bn mark in 2021, in step with Statista.

However, lots of packaged toddler meals have also come underneath accelerated scrutiny for holding probably dangerous substances. For example, in April this year, American toddler food majors, together with Nestle, Beech-Nut and Happy Family Organics, had been probed for holding arsenic and different poisonous metals.

The Lancet, one of the oldest and best-recognised medical journals, additionally published a file that said baby ingredients in India have high sugar content material and contribute to early life weight problems, diabetes and different comorbidities in youngsters. Plus, there will usually be other fitness dangers triggered by using eating food with high preservatives, a exercise not unusual within the industry to boom the shelf life of the goods.

As the sector becomes more aware of health worries and meals safety related to industrial food products, Indian startups are arising with more healthy solutions within the baby food space. A host of latest-age agencies which include Nutreat Life, Happibo, Early Foods and Bebe Burp now provide organic baby ingredients freed from processed sugar, salt and preservatives, for this reason offering Indian parents sparkling and herbal alternatives to popular infant food brands.

Bebe Burp’s Homemade Alternative

Set up in 2017, Surat-based totally Bebe Burp is the brainchild of the aforementioned Tibrewals and Shruti’s brother Chirag Gupta as all of them need to protect toddlers’ and infants’ health from chemical exposures even as making sure primary nutritional advantages. The startup manufactures cereals, fruits and veggies based totally toddler ingredients without using preservatives or processed sugar.

Bebe Burp started as a homegrown logo and the cofounders have usually been very fingers-on, taking an active function within the production and the deliver aspect of operations. The trio started out with the aid of providing loose samples of the product to construct a consumer base, but business growth changed into sluggish. Gupta instructed Inc42 that the startup made one or two jars of child meals an afternoon based totally on pre-orders at some point of its preliminary days. Currently, the agency has 20 SKUs throughout 4 product classes —  cereal-primarily based mixes, cookies, puffs and protein powder —  and sells greater than 3,000 jars a month.

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The startup procures its uncooked substances from the organic brand 24 Mantra to ensure the quality of the ingredients. Besides, it conducts ordinary first-rate assessments at the producing unit and also runs an external test to decide the nutrient contents of the final product. “Our manufacturing takes place twice a month. During every production cycle, we send our samples to Mumbai-based totally Equinox Labs, that is our companion. We take a look at for all most important vitamins which include protein, calcium and fibre,” says Gupta. The enterprise also were given certified by way of the Food Safety and Standards Authority of India (FSSAI) right after its release.

Bebe Burp has to this point offered extra than 50K jars of child food and has a repeat buy rate of sixty six%. “We have a month-on-month growth of twenty-two% and we are on course to obtain a revenue of INR 50 Lakh in FY2021-22,” says Gupta.

The Growing Need For D2C Enablers

The trend of selling without delay to customers outstanding in the 1990s is making a return, but this time, it is riding the digital-first wave for fast boom and better earnings. Be it marketing or income, brands are actively seeking to put off the middlemen in an attempt to build a more meaningful reference to clients. And the digital playground has enabled them to knock down many barriers together with geographic restraints, cringe-worth customer support and complex transactional legal guidelines.

As the D2C wave hits the Indian marketplace in a massive manner, a few groups are tapping into this opportunity via offering services at various points of operations. Known as D2C enablers, these organizations provide platform commercial enterprise fashions to handling warehousing and logistics to social media marketing and more. These enablers have performed a key role in lowering the entry limitations for plenty startups seeking to cross the D2C manner.

Bebe Burp is a part of India’s D2C wave, and similar to a lot of its peers, the small size of the business makes the general control of all its methods a price-extensive affair. In essence, the ecosystem, with all its small and medium corporations, requires assist to develop and scale at a fast clip.

“One of the primary hurdles we confronted was no longer understanding a way to do emblem advertising successfully and reach a big consumer base on line. Offline sales have diverse middlemen who help groups attain customers. But being new to ecommerce, developing emblem narrative and advertising came to us as a unique project,” says Gupta.

Incidentally, this is just one of the many demanding situations that a business faces while it enters the digital space. A lack of steering and hand-retaining hinders many startups and their founders from reaching their complete potential.

For Bebe Burp, the answer got here from Shiprocket’s Rocketfuel accelerator programme, for which it were given shortlisted. It is a -month programme that includes numerous workshops and periods on advertising, product placement, packaging, constructing brand narratives, funding pitch and fairness management. The first season started in November 2020 and finished in January 2021. The first cohort included seven organizations, and Shiprocket introduced that it might invest as much as INR 3.5 Cr in the shortlisted startups.

“The Rocketfuel programme helped us apprehend the way to construct brand consciousness, a problem that has plagued us all alongside. The mentors on the accelerator programme have been constantly to be had and supplied steerage and assist at every step in order that we are able to follow the proper course,” says Gupta.


Understandably, D2C enablers and accelerator programmes like Rocketfuel are critical for the growth of the D2C atmosphere. While the offerings via enablers assist dispose of operational bottlenecks, accelerator programmes address a greater essential trouble — that of teaching new marketers and helping them understand the market via the lens of industry veterans.

“An vital gap with plenty of rising startups is an knowledge of their precise capability and how to paintings with an investment network to reap desires over the approaching years; Rocketfuel plugs that gap and allows rising manufacturers to start scaling, growing new classes, and competing with bigger players,” Saahil Goel, CEO and cofounder, Shiprocket.

Gupta additionally credit the significant growth in BebeBurp’s income to Shiprocket. According to him, D2C enablers play a essential position in the growth of early-degree startups and SMBs by using sporting out unique operations for them. This results in aid optimisation and startups can attention extra on center activities and scaling up.

Due to the spurt inside the quantity of internet customers that stands at nearly seven-hundred Mn at gift, in particular at some stage in the continuing Covid-19 pandemic, Gupta sees a large ability in the D2C area as companies can effortlessly attain a much broader patron base outdoor their geographic domains. Revealing its plans in advance, Gupta tells Inc42 that BebeBurp is probably to elevate seed investment in 2021. The founding crew also intends to make bigger its operations to greater cities, mainly out of its home kingdom of Gujarat. Mumbai and principal southern towns continue to be a large a part of Bebe Burp’s growth plan.

This article is a part of our coverage of The D2C Summit via Inc42 Plus and Trell scheduled for three & 4 Dec, 2021. Watch all the classes at D2C Academy now.

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