Baby Care Market in India: A Growing Segment of Premium Wellness

The baby care segment is big on premium wellness, with brands like Dabur India, Mothercare, Mahindra FirstCry, Baby Forest, Maate and Himalaya Wellness leading the charge. These companies are tapping into the growing demand for organic, chemical-plastic-free products that cater to conscious consumers.

• Dabur India ventured into ayurveda-based herbal range of kids’ toothpaste in December 2024.
• Himalaya wellness launched its baby lotion with pure cow ghee and soothing aloe vera extract last year.
• Baby Forest has luxury ayurveda-inspired products with non-toxic formulations tailored for infants.
• Maate has sustainable, vegan products that use kokum butter, saffron oil, toxin-free.

These companies are capitalizing on the trend of conscious consumerism, where parents are seeking products that not just meet global standards but are true to traditional Indian knowledge. The rise of online shopping and social networks has also contributed to the growth of the baby care segment.

“Young mothers are seeking products that are not just natural but also free of harmful chemicals,” said Mohit Malhotra, CEO of Dabur India. “Rising income levels, better informed parents and the growing penetration of social networks have contributed to a spurt in demand for quality baby care products that are not just natural but also free of harmful chemicals,” added Malhotra.

The baby care market in India is predicted to increase by $26.35 billion from 2020 to 2025, with a CAGR of 11.11% as per Technavio report. The growth is driven by increasing awareness of childcare, child health and wellness, rising disposable incomes, and shifting customer perceptions.

Brand	Product Range	Key Ingredients
Dabur India	Oil, cream, shampoo, lotion, talc-free powder, soaps and diapers	Ayurveda-based herbal range of kids’ toothpaste, pure cow ghee, aloe vera extract
Baby Forest	Organic products, plant-based baby wipes, eco-friendly diapers and reusable products	100% safe products, blending traditional ayurvedic wisdom with modern innovation
Maate	Kids conditioner, baby face butter, biodegradable wipes and kids face wash	Sustainable, vegan products that use kokum butter, saffron oil, toxin-free

The growth of the baby care segment is also driven by the increasing awareness of childcare, child health and wellness, rising disposable incomes, and shifting customer perceptions. As a result, brands are expanding their product portfolios to cater to the growing demand for premium and comprehensive options that combine quality, safety, trust, and scientifically backed innovations.