How Bumtum Is Revolutionizing Baby Care Accessibility in India’s Tier II and III Regions

Parenthood in India often comes with financial challenges, particularly for middle-income families. Amidst the numerous expenses, baby care products can significantly strain the budgets of average households. From costly vaccines and baby food to high-priced infant clothing and diapers, the burden on parents seems unending.

In an effort to alleviate this financial strain, the baby care brand Bumtum has emerged as a beacon of affordability and quality. Founded by Mayank Beria, a business student returning from the UK, Bumtum was conceived after identifying untapped opportunities in the Indian baby care market.

Family Roots and Strategic Expansion

With a family background in manufacturing, Mayank Beria, along with siblings Chirag Beria and Neelima Beria Bhimsaria, founded Bumtum in 2021. The brand initially focused on baby care products and later expanded its offerings to include adult hygiene care (Elduro), feminine hygiene care (Freeme), and preteen skin care (Amigo), all operating under their parent company, Familycare Consumer.

While Bumtum products were initially sold on the parent company’s website, the founders strategically expanded their reach by partnering with e-commerce giants Flipkart and Amazon. Simultaneously, they forged connections with retailers in cities like Lucknow, Kanpur, Patna, Ranchi, Indore, and Ahmedabad. Bumtum claims to have served 60,000 customers to date, offering a diverse range of baby products across 30 categories.

Aiming High with Customer-Centric Strategies

Mayank Beria set an ambitious revenue target of INR 500 Crores by the end of FY24, aiming for a 233% YoY growth. To achieve this, Bumtum adopted a customer-centric approach, focusing on Tier II and III regions where household incomes may be lower.

Challenged by the dominance of established brands like Mamy Poko Pants, Huggies, and Pampers, Bumtum positioned itself as a private label, emphasizing affordability and quality. The brand adopted a unique brand recall strategy by incorporating the popular cartoon character Chota Bheem on its diaper packaging and conducting marketing campaigns in Hinglish.

Quality Assurance and Pricing Strategy

Bumtum's commitment to quality is reflected in its products, which are at least 25% cheaper than those of larger brands. Despite competitive pricing, the brand ensures that it does not compromise on quality. The manufacturing plant is certified by international standards, and a dedicated R&D team operates within the facility.

The brand generates 65% of its revenue from online platforms like Amazon and Flipkart, with the remaining 35% from offline sales. Notably, 90% of Bumtum’s revenue comes from Tier II and III cities, showcasing the brand’s strong foothold in these regions.

Strategic Partnership for Omnichannel Presence

Understanding the importance of an omnichannel approach, Bumtum partnered with 3PL player Emiza to enhance order fulfilment and distribution. Emiza, with its tech-driven warehousing management, provided strategic warehousing in Tier II regions, ensuring efficient offline presence and same/next-day deliveries.

Emiza's services extend beyond Bumtum to include other brands under Familycare Consumer, emphasizing speedy deliveries tailored for low-priced daily consumption items. This partnership has significantly contributed to the expansion of Familycare Consumer’s warehouses and faster delivery durations.

Future Prospects in a Growing Market

In the dynamic landscape of the baby care market, Bumtum's strategy of offering affordable yet quality products has proven successful. With a 150% YoY revenue growth and ambitious projections aligned with market trends, Bumtum is well-positioned to thrive.

As the overall baby care market is projected to reach $38.51 billion by 2029, growing at a CAGR of 17.5%, smaller brands like Bumtum have ample opportunities to carve out a niche. Leveraging the white space created by larger brands and incorporating technological advancements, Bumtum is poised for sustained success in the evolving market.