India’s Tier 2 and 3 cities are increasingly turning to online platforms to meet their requirements of babycare products such as wet wipes, cotton nappies, eco-friendly detergents, soft toys, mittens and rompers among others. The order volumes of babycare products in FY24 grew 30 per cent over FY23 volumes across India’s Tier 2 and 3 cities, as per a data analysed by Unicommerce.
Additionally, both marketplaces and brand websites saw an increase in volumes with 34 and 21 per cent year-on-year (YoY) rise in order volumes respectively during FY 2024.
When it comes to the products that experienced an upsurge, it is bodysuits, feeding spoons, diapers, pants, tops and vests, reason being rising awareness about such products and ease of access.
Kapil Makhija, MD and CEO, Unicommerce said, “E-commerce continues to make deep inroads into smaller cities and consumers are relishing its presence across these parts now. We are seeing emerging categories like babycare witnessing growth through e-commerce. This presents an opportune gateway for traditional as well as newer brands to tap these markets. We are committed to supporting brands in rooting their establishments in these parts with our adaptable technology platform.”
With people becoming increasingly demanding towards sustainable and innovative baby gear, brands are now offering eco-friendly, customised and organic products to meet the evolving needs of the consumer.
