This challenge appears in parents' daily decisions. While a high chair may look fine, it may not support posture. Similarly, a wipe can claim to be gentle but smell strong, and a mattress which traps heat but otherwise feels soft. Instead of trust, parents here eventually rely on trial and error.
Why the gap exists
A number of categories in the baby care domain continue to function on price and only surface-level claims, with design fundamentals, materials used and safety aspects remaining inconsistent or largely under-explained. Further, the gap between the global product quality and what is available for Indian homes is apparent, particularly in categories such as early mobility, seating and sleep. This gap becomes clear for parents only when they come across products’ poor usability, discomfort, rashes, etc.However, the millennial and Gen Z parents today are increasingly becoming more aware than the previous generations. Instead of trusting products blindly, they seek proof of quality, want transparency and don’t just go by brand familiarity. Hence, there is a shift to buying products that clearly demonstrate comfort and quality instead of just good looks.
For instance, talking about product design, it is important to understand how a particular product evolves with the child instead of only having aesthetic value. A case in point is whether a crib adapts with the child’s growth instead of becoming redundant after a few months; similarly, whether a high chair supports the child’s posture instead of only holding the child in place. These details assume significance in Indian conditions per se, where spaces are smaller, the climate is warmer and daily routines are very dynamic.
Where Growgether comes in
Growgether, a Gurugram-based baby care brand, aims to plug these gaps around lack of transparency, design intent, and overall product credibility. Co-founded by Supreet Gill, Growgether's starting point was lived experience and not just market research.Living abroad, Gill had access to well-designed, rigorously tested baby products, but a short visit back to India changed things for her. "During a short visit to India, when we tried buying basics like diapers, wet wipes, and a high chair, the experience was very disappointing – the wipes had a strong smell, my son got rashes, and the high chair was so poorly designed that he couldn't even sit comfortably," Gill says. Friends, she added, were more interested in the products brought from abroad than in anything available locally. This observation became the business case for Gill.
Building ‘smart parenting ecosystem’
Growgether positions itself as a ‘smart parenting ecosystem’. In practice, it means their products are designed with safety and usability in mind, there is access to guidance parents can rely on, and a community where parents can learn from each other.Growgether’s portfolio of products, which grow with the child, spans both daily essentials and larger gear, including cribs, mattresses, high chairs, rockers, wipes, creams, and diaper bags. For instance, the 4-in-1 Convertible Apex Crib, Gill says, is built to transition across four stages as a child grows, from newborn bed to toddler bed to bed with guard rails to daybed, reducing the need for parents to replace furniture at every developmental stage.
Similarly, the company’s aerofiber mattress, instead of foam or coir, uses an open-structure core that allows air to pass through freely and reduces heat build-up. The mattress is composed of 90 per cent air and 10 per cent food-grade polymer, offering up to 97 per cent more airflow.
Growgether’s high chair also features adjustable seating and safety harnesses that support posture and usability over time, while the rocker includes controlled recline and safety features suited for newborns.
The everyday essentials, such as wet wipes and diaper rash cream, are positioned around simplicity and skin safety. Wipes have high water content and no added fragrance, while rash cream comes with protective ingredients like zinc oxide.
This approach of smart parenting is also reflected in the company’s target customer base, which includes millennial and Gen Z parents.
Looking ahead, the company aims to extend beyond its product catalogue into “a digital village for modern Indian families" to bring together personalized guidance for parents, a community connecting parents and experts, and a content and commerce model that blends learning with product recommendations.
For now, the immediate gap the brand is addressing is critical enough between what globally-benchmarked baby care looks like and what has historically reached Indian parents.
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