To Make Ayurveda The First Choice for Baby Care, Ahmedabad Couple Launches An Ayurvedic Brand For Kids; Generates ₹7 crore In Last FY

It all started with a mother’s instinct. When Riddhi Sharma became a first-time mother in 2018, she faced the universal parental challenge: how to provide the best care for her newborn.

Overwhelmed by conflicting advice and sceptical of chemical-based baby products offered by foreign brands, Riddhi turned to Ayurveda, an ancient Indian science she had grown up trusting.

What began as a personal quest soon evolved into a vision for an entire Ayurvedic wellness brand dedicated to children.

Today, that vision is BabyOrgano, an Ahmedabad startup co-founded by Riddhi and her husband, Ripul Sharma.

In just five years, the brand has served over 1 million customers and generated ₹7 crore in revenue in the last financial year.

Here’s how this Ayurvedic wellness startup has become a game-changer in the Indian wellness industry with its unique approach to kids’ health.

THE BACKSTORY:

Riddhi’s journey with Ayurveda began in her childhood in Gujarat's Saurashtra region.

Raised in a family that valued holistic well-being, she learned from her grandmother how natural herbs and remedies could heal common ailments.

Later, when she became a mother, these teachings became her anchor.

“I remember buying a locally made Swarnaprashan, an age-old Ayurvedic remedy that improves kids’ immunity, but I hesitated to use it because I couldn’t trust its quality and efficacy,” recounts Riddhi Sharma, the co-founder & CEO of BabyOrgano, during an exclusive interview with Startup Pedia.

This hesitation became the catalyst for BabyOrgano.

“I realised there was a lack of trustworthy Ayurvedic products for young children in the Indian market. We saw an opportunity to fill that gap,” Riddhi further adds.

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THE BIRTH OF BABYORGANO:

Before BabyOrgano, Riddhi & Ripul were thriving in the IT sector. Both had engineering backgrounds and entrepreneurial experience, having co-founded a successful IT services company in 2011.

However, by 2017, with their IT business running successfully and operating smoothly, the couple began seeking new challenges and opportunities beyond the technology sector.

Their growing interest in the Indian consumer brands market led them to explore ventures that aligned with their evolving passions and long-term vision.

Riddhi’s experience as a new mother coincided with this transitional phase, leading her to dive deep into Ayurvedic research. By 2019, she had laid the groundwork for what would become BabyOrgano.

Ripul, with over 10 years of experience in the Indian startup ecosystem, became the COO of BabyOrgano.

Together, the husband-wife duo combined their expertise in business, technology, and Ayurveda to bring their vision to life.

In early 2020, the couple launched BabyOrgano with an initial investment of just ₹2 lakh. Their first product was Swarnaprashan, a traditional Ayurvedic immunity booster.

The journey wasn’t without its challenges. The couple faced significant hurdles, both on the supply and demand sides.

Initially, they struggled to find manufacturers willing to produce small batches. On the demand side, building trust for a new brand in a sensitive market like baby care required significant effort.

Riddhi’s grandmother’s teachings inspired the formulations, but modern parents demanded proof of quality.

“We conducted rigorous testing to ensure safety and efficacy. Today, BabyOrgano’s products are GMP, ISO, and FDCA certified and undergo stringent derma and ‘safe-for-infant’ testing. To further strengthen our quality control, we have also developed an in-house R&D unit dedicated to ensuring the highest safety and efficacy standards,” shares Ripul Sharma, the co-founder & COO of BabyOrgano, with Startup Pedia.

To keep manufacturing costs low, they partnered with SEWA, a non-profit organisation in Ahmedabad, which agreed to produce just 100 units—a rare accommodation for a startup.

But their timing was both challenging and fortuitous. The COVID-19 pandemic had just begun, disrupting supply chains but also heightening awareness of health and immunity.

Riddhi turned to social media, conducting Instagram Lives and joining Facebook parenting groups to promote BabyOrgano.

“Connecting directly with mothers as a mother myself made all the difference. Within a month, we were able to sell 30 units of Swarnaprashan. Demand grew rapidly, and we soon expanded our product line,” Riddhi shares to Startup Pedia.

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BABYORGANO’S PRODUCTS IN DETAIL:

What started as a single-product venture has evolved into a diverse wellness brand offering over 20 products. These include Ayurvedic kids’ toothpaste, Shankhpushpi Memory Booster Syrup, Immunity Boosting Gummies, Natural Ubtan, and more.

“As our target group is parents of children aged newborn to 15 years, our goal is to integrate the benefits of Ayurveda into their daily lives through safe, natural, and effective products,” Ripul explains.

Swarnaprashan remains their best-selling product, accounting for a significant share of the sales. Over 25% of their customers are repeat buyers, a testament to the brand’s reliability and effectiveness.

The products, priced between ₹199 and ₹699, are available on BabyOrgano’s website and major marketplaces like Amazon, Flipkart, FirstCry, 1MG, and JioMart.

The brand has also embraced quick-commerce platforms like Blinkit and Zepto, catering to the evolving needs of its customers.

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THE PRESENT AND THE FUTURE:

For its first three years, BabyOrgano was entirely bootstrapped.

In 2023, the brand secured its first funding round from an Ahmedabad-based VC firm, followed by another investment from Delhi-based Sauce.VC in 2024.

In total, they have raised around ₹8.25 crore, which has been used to scale operations, invest in R&D, and expand marketing efforts.

“The funding has empowered us to hire more experts, develop new product categories, enhance our manufacturing capabilities, and grow at a faster rate,” Ripul explains.

The couple is now targeting a revenue of ₹25 crore for the current financial year—a more than threefold increase from the previous year.

BabyOrgano’s marketing strategy is a mix of digital campaigns and offline engagement.

The brand frequently conducts events in preschools to educate parents about the benefits and goodness of Ayurveda. Social media remains a cornerstone of their outreach, with engaging content aimed at building trust among their target audience.

“We want to make Ayurveda modern, accessible, and relatable. This vision is evident in our user-friendly packaging and innovative formulations, which combine ancient wisdom with modern convenience,” says Riddhi.

BabyOrgano’s ambitions extend far beyond India. The brand has already entered the US market through Amazon USA and plans to expand into the UAE and the Middle East.

The founders are also keen on leveraging the potential of quick-commerce platforms to drive their next growth phase.

With the Ayurvedic products market projected to reach $16.27 billion by FY28, the scope for growth is enormous.

“The global market for Ayurvedic products is booming, and we’ve just scratched the surface,” shares Ripul.

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JOURNEY IN A NUTSHELL:

At its core, BabyOrgano is more than just a business; it’s a mission to revive Ayurveda for modern families. The brand’s success is a testament to the vision, resilience, and ingenuity of its founders.

“We want to create a legacy brand that generations will trust. With our commitment to quality, innovation, and customer satisfaction, BabyOrgano is well on its way to achieving that dream,” Riddhi confidently says.

In the ever-evolving Indian startup ecosystem, BabyOrgano stands out as a beacon of trust, hope, and innovation, offering parents a holistic & natural solution for their children’s health and wellness needs.

From a modest ₹2 lakh investment to a thriving ₹7 crore brand, BabyOrgano’s journey is a story of passion, perseverance, and purpose—one that continues to inspire.

As attitudes shift towards natural and sustainable healthcare solutions, BabyOrgano’s story is a reminder of the timeless relevance of Ayurveda.

With its roots firmly planted in tradition and its vision focused on the future, BabyOrgano is not just growing—it’s thriving.

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