Quality Hygiene Provider for Every Age The Indore-based hygiene brand Millennium Babycares excels in baby, fem-care, and adult hygiene products.
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Founded in 2015 by Mayank Beria and Chirag Beria, Millennium Babycares has established itself as a leading player in the hygiene care industry, focusing on baby care, fem-care, and adult care products. However, the path to success was not without its challenges. The founders identified a significant gap in the market. "We realised that while the disposable hygiene market for babies was crowded with established names, there was a lack of premium-quality products at competitive price points," says Mayank Beria, Founder and CEO of Millennium Babycares.
In response to this, Millennium Babycares set out to offer high-quality disposable diapers at affordable prices. Their mission was clear: create premium baby diapers that could rival any global brand in quality while remaining accessible to middle-class families in India. This vision laid the foundation for Millennium Babycares and its flagship brand, Bumtum. In addition to Bumtum, which specialises in premium baby diapers, the company produces adult incontinence products under the Elduro brand and fem-care products under the Freeme brand.
Their journey into the direct-to-consumer (D2C) space began about four years ago, driven by the rise of e-commerce and the desire to engage directly with customers. "Our first experience in D2C was with Flipkart. After seeing the highly encouraging response, we ventured into Amazon and gradually expanded our presence," shares Beria.
Within six months, Bumtum earned over 5,000 five-star ratings, inspiring the brand to broaden its product range to include baby wipes and toiletries. The company's goal was to create a brand that would grow with families from the birth of a child through the early developmental years.
Despite their early success, the transition to a D2C model posed challenges. "Building a digital presence required careful planning, from analysing competitors to sourcing high-quality materials and conducting rigorous product testing. We also faced common challenges like customer acquisition costs, order fulfillment, and maintaining quality standards," explains Beria.
"We overcome these obstacles by focusing on customer feedback, offering competitive pricing, and ensuring fast delivery through partnerships with e-commerce giants like Flipkart and Amazon," adds Beria. Their commitment to quality, coupled with constant feedback, allowed them to create products that resonated deeply with parents. They also built communities on platforms like Facebook and WhatsApp, where they engaged with customers and used their feedback to make continuous improvements.
The Indore-based brand also recognised the importance of offline growth. Understanding that diapers are essential products, they expanded into physical retail. "Today, offline retail contributes 30% of our sales, and we aim to increase that to 40-45% in the coming months through a strong general trade presence across India," notes Beria.
Looking ahead to 2025, Millennium Babycares plans to continue innovating in the diaper market, focusing on premium quality and affordability. "We are also enhancing the premium quality of adjacent categories like baby wipes and toiletries while expanding our global footprint in markets such as Dubai and Western Africa," Beria concludes.
Facts:
- Online Platform Drives Highest Revenue: Amazon
- FY 2023-24 Turnover: INR 585 Cr
- Sales split: 30% offline, 70% online
- Inception Year: 2016
- Team Size: 500+
- Customer Repeat Rate: 45% on online platforms
- Funding Raised: INR 122 Cr
