Hameed Imthad
Founder
"We, as parents, had faced the same problems as them with our kids having eczemaprone skin, diaper rash issues, and many more. Now we are able to share the solutions to the new parents"
How did it all begin? What inspired you to venture into this domain? Tell us the inception story of Baby Amoré India.
A few years into trading baby care products in India, we noticed the growing demand for organic and ecofriendly products in the segment. Thanks to our fatherhood experience, the market trend was perfectly justifiable and we knew more parents were recognizing the need for getting organic baby products for their children. We soon commenced setting up a marketplace for the same, and that's how Baby Amoré was born in 2019.
Baby Amoré was born to help our fellow parents in their wonderful journey of parenting. We believe that everything worth doing should be done with love. This philosophy has ensured all our endeavors in sourcing the best ecofriendly diapers to the best organic bath products as labors of love. We aim to be the one stop shop for all needs of your baby, lovingly curating the best products for your baby while also being kind to the environment.
Tell us about the journey so far. What were the initial challenges that you encountered and how did you overcome them?
We started off with 50 products and four brands in 2019 and we received our first order in April 2019. In the initial stages, order volume was low as we were new in the market and there was a huge lack of awareness. Brand awareness was the key challenge.
Given the early stage of the startup, the technology is still a work inprogress and we also had issues with logistics, especially as the pick ups and deliveries were not happening on time.
However, we started sending samples to mom influencers, requesting them to try our products and they started giving honest feedback, which really helped in creating brand awareness. We soon found a few logistics partners and started focusing on their strengths based on each region to cover Pan India supply.
Our goal is to help customers with a seamless experience starting right from placing the order to making the payment and tracking their orders with just one click on mobile.
What different roles have you been under taking at Baby Amoré India? How does your vast experience help you chalk out optimized business operations for the company?
Professionally: As one of us worked in IT industry and the other Supply Chain industry and having played a key role in respective industries, we were able to put our experience in setting up a full-fledged e-Commerce platform that can handle 100000+ orders in a day seamlessly.
Personally: Each of us being father of three really helped us with analyzing and choosing the right brands and right products. This experience has helped us in supporting and creating a strong customer base. Major reason for the customers to like Baby Amoré is the suggestions and recommendations that we offer to the them and these are very personalized.
Today, we are a team of 12 and we have an experienced team member dedicated to look after every activity.
The baby products sector is still largely driven by the retail industry. How do you strategize to make your company effectively compete in this scenario?
The current pandemic has made a huge impact on the retail sector, but we are sure it will get back to its good old glory days. We have seen a complete shift in people’s mindset to purchase products online. The percentage of people buying online has increased tremendously and this trend will continue to grow. We are basketing on this trend to grow along. We have been getting queries from our customers who want to see and feel the product. We have opened our 1st flagship store in Chennai. This is to bridge the gap between online and offline shopping experience. We have plans to open more stores across the major cities in India.
We are also focusing on adding more categories, more brand and more products. A new website for retail customer is also something that we have in mind once things are back to normal.
Could you brief us about the range of products that Baby Amoré offers?
We started with diapers, but soon we realized the existing gaps in the other baby essential categories. So, we decided to streamline and have a platform selling ecofriendly, organic and premium baby products. Currently we have close to 2000 SKU and 99 brands on our platform. Some of our flagship products are Bambo Nature, which is Nordic Eco-Certified Asthma Allergy friendly FSC certified diapers from Denmark, Pure born Organic Bamboo Pulp Diapers, and Childs Farm Hair and Skin care products made out of organic ingredients. Our recent launch Ro Sham Bo sunglasses for babies are virtually unbreakable, BPA, lead, and latex free. Our pursuit of adding more brands is an ongoing process and we have a dedicated people looking into it.
What are the features of your procurement services that separate it from others? Tell us about your USP.
All our products are eco certified, manufactured with maximum organic ingredients, and harsh chemical free. We choose the products based on these criteria and the test certificates for the same. Additionally, we have also added international brands well-known for their product quality and good quality ingredients as per the international standards. Our focus is to sell organic, ecofriendly and premium baby products and that’s our USP.
What major precautions do you take in order to establish trust, considering this sensitive industry?
As a part of our product onboarding, we look for the appropriate certificates to be provided by the manufacturer or the distributor of the brand. We also ensure that the certifications are up to date. In terms of storage, the diapers and other products shipped from our warehouse are stored in a good pest free condition and a moisture free environment and normal room temperature. We also ask our drop ship vendors to maintain the same environment in their warehouses as well.
What drives you today? Which are the milestones that bestowed you with utmost satisfaction both as individuals and as founders?
We both come from different educational backgrounds and distinct work industries. It's in fact the fatherhood experience that taught us a lot in terms of how to handle a baby, and what products are good for them. It made us more cautious and explore more brands. Baby Amoré is where it is today because of all the research that we have put in to choose the best products for our baby and the same is what we are bringing to our platform. Our motto is to create a 'world of fearless parenting'.
The real satisfaction has been hearing our customers say ‘You are a lifesaver' when we give appropriate solutions for their problems. We, as parents, had faced the same problems as them with our kids having Eczema prone skin, diaper rash issues and many more. Now we are able to share the solutions to the new parents.
The industry is growing exponentially today with dynamic trends. What methodo logies have you incorporated to take the business to the next level?
D2C is a new trend that every brand is adapting these days. Since we are brand & product agnostic, we are now witnessing that many D2C brands and distributors are coming forward to sell their brand/product on our website. Bhoomi & Co, Hey Day and Moluk Toys are few among the brands that have been recently on boarded on our platform. Methodologies that we have incorporated is that we are working with them to complement each other. Lot of emerging brands are using our platform as their launch pad to take their brand to a wider
We are also focusing on adding more categories, more brand and more products. A new website for retail customer is also something that we have in mind once things are back to normal.
Could you brief us about the range of products that Baby Amoré offers?
We started with diapers, but soon we realized the existing gaps in the other baby essential categories. So, we decided to streamline and have a platform selling ecofriendly, organic and premium baby products. Currently we have close to 2000 SKU and 99 brands on our platform. Some of our flagship products are Bambo Nature, which is Nordic Eco-Certified Asthma Allergy friendly FSC certified diapers from Denmark, Pure born Organic Bamboo Pulp Diapers, and Childs Farm Hair and Skin care products made out of organic ingredients. Our recent launch Ro Sham Bo sunglasses for babies are virtually unbreakable, BPA, lead, and latex free. Our pursuit of adding more brands is an ongoing process and we have a dedicated people looking into it.
We believe that every thing worth doing should be done with love. This philosophy has ensured all our endeavors in sourcing the best eco friendly diapers to the best organic bath products as labors of love
What are the features of your procurement services that separate it from others? Tell us about your USP.
All our products are eco certified, manufactured with maximum organic ingredients, and harsh chemical free. We choose the products based on these criteria and the test certificates for the same. Additionally, we have also added international brands well-known for their product quality and good quality ingredients as per the international standards. Our focus is to sell organic, ecofriendly and premium baby products and that’s our USP.
What major precautions do you take in order to establish trust, considering this sensitive industry?
As a part of our product onboarding, we look for the appropriate certificates to be provided by the manufacturer or the distributor of the brand. We also ensure that the certifications are up to date. In terms of storage, the diapers and other products shipped from our warehouse are stored in a good pest free condition and a moisture free environment and normal room temperature. We also ask our drop ship vendors to maintain the same environment in their warehouses as well.
What drives you today? Which are the milestones that bestowed you with utmost satisfaction both as individuals and as founders?
We both come from different educational backgrounds and distinct work industries. It's in fact the fatherhood experience that taught us a lot in terms of how to handle a baby, and what products are good for them. It made us more cautious and explore more brands. Baby Amoré is where it is today because of all the research that we have put in to choose the best products for our baby and the same is what we are bringing to our platform. Our motto is to create a 'world of fearless parenting'.
The real satisfaction has been hearing our customers say ‘You are a lifesaver' when we give appropriate solutions for their problems. We, as parents, had faced the same problems as them with our kids having Eczema prone skin, diaper rash issues and many more. Now we are able to share the solutions to the new parents.
The industry is growing exponentially today with dynamic trends. What methodo logies have you incorporated to take the business to the next level?
D2C is a new trend that every brand is adapting these days. Since we are brand & product agnostic, we are now witnessing that many D2C brands and distributors are coming forward to sell their brand/product on our website. Bhoomi & Co, Hey Day and Moluk Toys are few among the brands that have been recently on boarded on our platform. Methodologies that we have incorporated is that we are working with them to complement each other. Lot of emerging brands are using our platform as their launch pad to take their brand to a wider
audience. As part of the on boarding, we also do good amount of research about the brand to answer any of the customer queries. This has helped us to connect with the customers very well.
How have the preferences of the parents changed in the past few years? Operating in India where birth rate is higher,how do you plan to put your brand at the fore front?
Baby personal care products market is anticipated to reach a whopping $89 billion by the end of 2030, growing at a CAGR of 6.7percent between 2020 and 2030. The market is looking at a positive future, owing to the scope for innovation and expansion across the world.
The baby care market majorly comprises parents and care takers of infants in the age group of 0-4 years. With a fertility rate of 2.22 children per woman and around 2.5 crore children born every year, it is no surprise that India is a huge market for this industry. In the past couple of years, although the fertility rate has slightly dipped, the demand for baby care products has only seen a consistent hike and is projected to rise even further in the coming fiscal year. Many international brands want to sell their products in India. We are gearing up with more new brands, new technologies, mobile apps, and many more as a part of our expansion plan to cater to the aforementioned market. Website upgrade, Bot using AI,and offering same day or next day delivery to customers are all on cards.
We are also heavily focusing on social media and influencer marketing to ensure the brand name is instilled to the minds of all mothers and fathers out there, while they want to buy ecofriendly, organic and premium baby products.
Did you encounter any major hurdles due to the COVID-19? How did you overcome them?
Like every other e-Commerce business, we had to suffer through a major slowdown during the early days of the pandemic. This impacted the business immensely, but it was able to bounce back as soon as many of the baby care products fell in the essential category. We also faced supply delays from our suppliers, however, we managed to secure products as we have a good relationship with them. Manpower shortage in our warehouse was another major issue that we faced during the pandemic. We managed to get some of our staff into our warehouse with all the necessary approvals and precautions, and we had to work on 4-5 hours shift basis with limited staff available. We are grateful that our Finance team and Tech team members also worked a few hours shifts as warehouse personnel during this lockdown. Entire Baby Amoré team was working towards one goal ie. we didn't want the little one to suffer.
Based on your experience of launching up a startup and setting on a successful track amidst the pandemic, what advice would you give to the aspirant or budding entrepreneurs?
There is no perfect time to do or start anything. Focus on PSP Problem, Solution to that problem and above all a perfect partner who has similar thought process. This pandemic has been tough on everyone mentally, physically and financially. Nevertheless, cherish the moments with your kids before they grow-up and spend time with your loved ones.
Abdul Wahab, Co-Founder, Baby Amoré
After completing his engineering, Abdul went on to complete his Master's Degree from the UK and worked in Oil companies in North Sea, UK. He boasts an experience of traveling across multiple locations in EU, Middle East, South East Asia and Far East Asia for short term projects with Oil companies over the last 18 years. A father of three who was settled in Singapore, Abdul moved back to Chennai in 2017. His parenting experience was what gave him the knowledge in product acquisition and it continues.
Favorites:
Hobby: Cycling Badminton, & Football
Favourite Cuisine: Thai & Italian
Favourite Book: Harry Potter
Travel Destination: New Zealand and anywhere the weather is pleasant and with a lot of greenery and nice beaches.
Hameed Imthad, Co-Founder, Baby Amoré
Hameed is a computer science engineer who holds a Master's degree from the US. Having worked in UAE for more than a decade and a couple of years in the US, he moved back to Chennai in 2018 to start working on Baby Amoré. Father of three, and with a fourth one on the way, Hameed asserts that family is his biggest assets and his children are the first customers of Baby Amoré.
Favorites:
Hobby: Badminton
Cuisine: Thai & Chinese
Travel Destination: US & UAE
Awards & Recognition:
Entrepreneurial award from AMS College of Engineering
How have the preferences of the parents changed in the past few years? Operating in India where birth rate is higher,how do you plan to put your brand at the fore front?
Baby personal care products market is anticipated to reach a whopping $89 billion by the end of 2030, growing at a CAGR of 6.7percent between 2020 and 2030. The market is looking at a positive future, owing to the scope for innovation and expansion across the world.
The baby care market majorly comprises parents and care takers of infants in the age group of 0-4 years. With a fertility rate of 2.22 children per woman and around 2.5 crore children born every year, it is no surprise that India is a huge market for this industry. In the past couple of years, although the fertility rate has slightly dipped, the demand for baby care products has only seen a consistent hike and is projected to rise even further in the coming fiscal year. Many international brands want to sell their products in India. We are gearing up with more new brands, new technologies, mobile apps, and many more as a part of our expansion plan to cater to the aforementioned market. Website upgrade, Bot using AI,and offering same day or next day delivery to customers are all on cards.
We are also heavily focusing on social media and influencer marketing to ensure the brand name is instilled to the minds of all mothers and fathers out there, while they want to buy ecofriendly, organic and premium baby products.
Did you encounter any major hurdles due to the COVID-19? How did you overcome them?
Like every other e-Commerce business, we had to suffer through a major slowdown during the early days of the pandemic. This impacted the business immensely, but it was able to bounce back as soon as many of the baby care products fell in the essential category. We also faced supply delays from our suppliers, however, we managed to secure products as we have a good relationship with them. Manpower shortage in our warehouse was another major issue that we faced during the pandemic. We managed to get some of our staff into our warehouse with all the necessary approvals and precautions, and we had to work on 4-5 hours shift basis with limited staff available. We are grateful that our Finance team and Tech team members also worked a few hours shifts as warehouse personnel during this lockdown. Entire Baby Amoré team was working towards one goal ie. we didn't want the little one to suffer.
Based on your experience of launching up a startup and setting on a successful track amidst the pandemic, what advice would you give to the aspirant or budding entrepreneurs?
There is no perfect time to do or start anything. Focus on PSP Problem, Solution to that problem and above all a perfect partner who has similar thought process. This pandemic has been tough on everyone mentally, physically and financially. Nevertheless, cherish the moments with your kids before they grow-up and spend time with your loved ones.
Abdul Wahab, Co-Founder, Baby Amoré
After completing his engineering, Abdul went on to complete his Master's Degree from the UK and worked in Oil companies in North Sea, UK. He boasts an experience of traveling across multiple locations in EU, Middle East, South East Asia and Far East Asia for short term projects with Oil companies over the last 18 years. A father of three who was settled in Singapore, Abdul moved back to Chennai in 2017. His parenting experience was what gave him the knowledge in product acquisition and it continues.
Favorites:
Hobby: Cycling Badminton, & Football
Favourite Cuisine: Thai & Italian
Favourite Book: Harry Potter
Travel Destination: New Zealand and anywhere the weather is pleasant and with a lot of greenery and nice beaches.
Hameed Imthad, Co-Founder, Baby Amoré
Hameed is a computer science engineer who holds a Master's degree from the US. Having worked in UAE for more than a decade and a couple of years in the US, he moved back to Chennai in 2018 to start working on Baby Amoré. Father of three, and with a fourth one on the way, Hameed asserts that family is his biggest assets and his children are the first customers of Baby Amoré.
Favorites:
Hobby: Badminton
Cuisine: Thai & Chinese
Travel Destination: US & UAE
Awards & Recognition:
Entrepreneurial award from AMS College of Engineering