Bootstrapped Kolkata Startup With 1 Lakh+ Customers Launches India’s First Cabin Luggage That Can Safely Carry And Ride Kids

Founded in 2021, Butt Baby is a Kolkata-based bootstrapped startup that operates in the baby products space in India. 

The brand recently made headlines with the launch of India’s first cabin luggage that doubles up as a child carrier—the Sit & Go Cabin Luggage Carrier.

Parenting is a beautiful yet demanding journey. You're tired, often overwhelmed, but your little one still needs all your love, energy, and attention.

That’s exactly the need that Ruchi Jain and Akash Jain, founders of Butt Baby, decided to address. 

As parents of two baby girls, they’re making life a little easier for themselves and millions of parents like them.

A BRAND BORN FROM REAL PARENTING STRUGGLES

In 2021, with a humble initial investment of just Rs 4 lakh, Ruchi Jain and Akash Jain established Butt Baby—an innovative baby products brand that launched ergonomic hip seat baby carriers.

These carriers come with five in-built storage compartments and can be converted into a stylish sling bag, making them practical as well as fashionable.

“The Butt Baby hip seat was a game-changing product for every new parent. It allowed them to carry their babies while travelling, shopping, or even during everyday walks—completely hassle-free and with full visibility for the baby,” shares Ruchi Jain, co-founder of Butt Baby, in an exclusive interview with Startup Pedia.

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BOOTSTRAPPED BEGINNINGS TO BREAKTHROUGH INNOVATION

Since our previous feature on the brand’s humble beginnings, a lot has changed. 

Butt Baby has now crossed one lakh customers and has recently launched a first-of-its-kind innovation in India: the Sit & Go Cabin Luggage Carrier. 

It is a multifunctional cabin luggage that doubles up as a child seat and can even support adults up to 80 kilograms.

“The idea came from personal experience. As parents, we realised how exhausting airports and railway stations can be. You’re juggling boarding passes, tickets, luggage, and a cranky child with nowhere to sit. That’s where we saw a gap,” startup founder Ruchi Jain shares.

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A 1.5-YEAR LONG PRODUCT JOURNEY

The Sit & Go Cabin Luggage Carrier took over 18 months of R&D, trials, iterations, and design enhancements. 

The aim? To create a functional product that truly solves real-life parenting pain points.

Three major challenges inspired its creation:

Everyone loves travelling. But with kids, it gets tiring and stressful.

1. Long vacation trips inevitably mean there will be more bags to carry. In addition to that, having to carry kids in arms proves to be exhausting. 

2. Long and odd travelling hours make kids uncomfortable and restless. This affects the whole vacation energy.

“So we thought, why not combine luggage with a child seat, and give parents some peace of mind and free hands?” Akash explains.

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TRAVEL SMARTER, NOT HARDER

The patent-pending Sit & Go Cabin Luggage Carrier is a thoughtfully designed travel companion for families:

1. The cabin-sized product is designed to fit all flight overhead bins with a unique trapezoidal shape. Plus, it is wider at the base for better balance.

2. The click-and-roll handle makes it easy to grip and safe for children to hold while sitting.

3. The secure seat belt keeps kids safely strapped in during movement. This gives peace of mind to parents while they're riding the luggage carrier throughout the airport.

“We also advise that parents get a safety harness from us for double security, especially for toddlers,” Akash adds.

4. The cabin luggage carrier has spill-proof pockets and compartments to carry baby products, essentials, diapers, snacks, and anything else. 

5. The locks are equipped with the snap-and-shut technology, eliminating the need to tediously zip up and down again. 

6. The luggage carrier has 8 wheels with 360-degree mobility. It glides smoothly on airport tiles and carpets.

7. Constructed with a strong aluminium frame and high-quality ABS sheet, the product is sturdy enough for adults weighing up to 80 kilograms to safely rest on it. However, adults are advised not to ride on it. 

The Sit & Go Cabin Luggage Carrier has already received a strong positive response. 

“This is a huge achievement in itself. It means the product is fulfilling a real market gap, and parents are happy with it,” Akash says. 

Though its retail price is Rs 14,250, the brand is currently offering it at a discounted launch price of Rs 9,975.

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BOOTSTRAPPED SUCCESS, BUILT ON REAL PROBLEMS

Over the years, Butt Baby has emerged as a bootstrapped success story. 

Starting from scratch, entrepreneurs Akash Jain and Ruchi Jain have grown the brand into a household name among new parents, helping more than 1 lakh families navigate parenthood with ease, especially during travel.

According to Akash Jain, Butt Baby has maintained a 70% year-on-year growth and recorded Rs 10 crore in revenue for FY25, all while remaining profitable from day one.

“We’ve built this company with a vision of focusing on top-notch quality products that solve real problems that parents face every single day,” Akash signs off.