Shopping for the right cradle is one of the top priorities for expecting parents. Last November Rahul Bhatt was a month away from becoming a father and started searching for the perfect cradle for babies. During the search he came across a report based on a study conducted by the University of Minnesota, which said that side-to-side motion, as in most cradles motion, induces dizziness and discomfort. He then took a dive into designing a forward motion cradle, which the study said was perceived as linear and soothing motion. He ended up producing the first product of his startup OCradle, Lulla- the forward motion cradle.
During his research he found out that, with an exception to a few imported ones, very few Indian brands retail good kid friendly furniture. This was one of the main reasons to start his bootstrapped company OCradle. The startup designs and develops multi-functional furniture for kids and Lulla is their first product. Currently the company is developing a range of baby cribs, multi-functional study tables, chairs and wooden educational toys along with ranges of cribs and beds.
For their flagship product, Lulla, they have tied up with speciality birthing centers like Apollo Cradle and others to display the product in their premise.
In the forward motion cradle segment, it doesn’t look like the company will be facing too much of a competition. This might not be the case in the kids furniture segment, which is the companies core segment. International players like Fisher Price and others who import of source their products from China are big competition.
The company hopes that its creative designs and locally manufactured tag will give it an advantage amongst parents looking to buy kids furniture. Domestic players like Vividha and WudPlay who also offer similar products for kids will offer considerable competition in the local market.
The startup soon plans to introduce customised options of its products to play-schools, once the new line is launched. They also plan to intensify their presence both online and offline, also setting up their own distribution network across India is in the books.
Currently most children’s toys and other products are mainly manufactured in China, this is also a major concern as in the past Chinese products have been deemed unsafe or in some cases even manufactured with toxic substances. In such a situations indigenously manufactured products will surely be on top of the priority list of most parents shopping for their kids, especially if they are able to push out products that are as functional and creative as their imported counterparts.
Recommended Read: Analysis: Evolution of baby-care business in Indian Ecommerce Space
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