BabyOrgano Ahmedabad-based Ayurvedic wellness startup for kids, achieved ₹7 crore in revenue in FY23-24. Founded by a husband-wife duo Riddhi and Ripul Sharma, the brand has served over 1 million customers. The journey began when Riddhi Sharma, a new mother in 2018, sought to provide the best care for her newborn.
Rishima was feeling overwhelmed by mixed advice and doubtful of foreign chemical-based baby products. She decided to trust Ayurveda; the ancient Indian science she grew up with. What started as a personal quest, transformed into a vision for an Ayurvedic wellness brand focused on children.
This Ayurvedic wellness startup is transforming the Indian wellness industry with its innovative focus on children’s health.
Early Life and Background
Riddhi’s journey with Ayurveda started in her childhood in Saurashtra, Gujarat.
She grew up in a family focused on holistic well-being. From her grandmother she learned about healing common ailments with natural herbs and remedies. Later, these teachings became her foundation as a mother.
Even though she was inspired and positively influenced with ayurveda since childhood, purchasing and using such bottles from the market doesn’t seem right to her. This hesitation sparked the creation of BabyOrgano because she did not find the available market products to be reliable or authentic.
Well, not her fault. We know how much adulterated is the food industry.
The Key Moment: BabyOrgano by Riddhi and Ripul
Riddhi and Ripul were successful in the IT sector and co-founded an IT services company in 2011. They both had engineering backgrounds and entrepreneurial experience.
By 2017, with their IT business thriving, the couple began looking for new challenges outside the tech sector. Their field of interest became the Indian consumer brands market. They sought ventures that matched their passions and long-term goals.
A Mother’s Quest for Better Products
By 2019, as a new mother, Riddhi started exploring Ayurvedic products during a transitional period. Soon, the couple’s entrepreneurial spirit found what they were looking for in the Indian consumer brand market, which led to the founding of BabyOrgano in 2019.
Ripul, now the COO of BabyOrgano, brought his 10+ years of experience in the Indian startup ecosystem. The husband and wife used their combined skills in business, technology, and Ayurveda to achieve their vision.
Launching the 1st Product
Bootstrapped with Rs 2 lakh in early 2020, BabyOrgano launched its first product, Swarnaprashan, an Ayurvedic immunity booster.
Goal: To make Ayurveda modern, accessible, and relatable through user-friendly packaging and innovative formulations. So that it blends ancient wisdom with modern convenience.
Challenges
The journey had its challenges, and the major ones were supply and demand issues faced by the couple. Initially, they had difficulty finding manufacturers for small batches.
In the sensitive baby-care market, they also faced challenges while building trust for a new brand. To overcome this challenge, Riddhi’s grandmother took an active role in formulating the products to provide quality assurance to the parents.
Another challenge was to reduce manufacturing costs. Thus, they partnered with a non-profit organization in Ahmedabad, SEWA. The organization agreed to produce only 100 units—unusual for a startup.
Moreover, the COVID-19 pandemic just started and was ruining and disrupting supply chains while also increasing awareness of health and immunity.
Finding opportunity in adversity, Riddhi started promoting BabyOrgano on Instagram Live and Facebook parenting groups.
Expanding the Horizon
Initially, BabyOrgano was started with just 1 product, Swarnaprashan, which is also their top-selling product and makes up a major portion of startup’s sales. Eventually, with time, a single product has grown into a wellness brand with over 20 products, including Ayurvedic kids’ toothpaste, Shankhpushpi Memory Booster Syrup, Immunity Boosting Gummies, and Natural Ubtan.
The startup targets parents of kids aged newborn to 15 years. BabyOrgano aims to incorporate safe, natural, and effective Ayurvedic products into their daily lives.
Building a Customer-Base Brand
With more than 25% of customers as repeat buyers, the brand’s reliability and effectiveness is highly visible. BabyOrgano products are priced between Rs 199 and Rs 699.
You can be found them on BabyOrgano’s website and major marketplaces such as Amazon, Flipkart, FirstCry, 1MG, and JioMart. Also, to meet its customers’ changing needs the brand has adopted quick-commerce platforms like Blinkit and Zepto.
Educating While Promoting
Using a combination of digital campaigns and offline activities, BabyOrgano focuses on strategic marketing.
The brand often holds events in preschools to educate parents about the benefits of Ayurveda. Moreover, through social media, they connect with their audience and build trust through engaging content.
Revenue and Investments
For the first three years, BabyOrgano was fully self-funded.
- In 2023, the brand received its 1st funding from an Ahmedabad VC firm.
- In 2024, the next investment of Rs 6 crore was received from Sauce.VC.
To improve operations, they have raised about ₹8.25 crore. The investments are also used to invest in research and development and to expand marketing operations. Also, to hire more experts, improve manufacturing, create new products, and thus, grow quickly.
Future Plans
In this financial year, the couple aims to achieve ₹25 crore in revenue; over three times last the year’s amount.
With an aim to grow beyond India, BabyOrgano have already entered the US market via Amazon. The startup is planning to expand into the UAE and the Middle East. The founders are eager to use quick-commerce platforms to boost their next phase of growth.
The Ayurvedic products market is expected to grow to $16.27 billion by FY28, highlighting significant growth potential.
BabyOrgano is not just a business; it’s on a mission to modernize Ayurveda for families. Its success reflects the vision, resilience, and creativity of its founders.
Transforming from a ₹2 lakh investment to a successful ₹7 crore brand, it showcases a journey of passion, perseverance, and purpose.
Shop: BabyOrgano
