Alia Bhatt Backed Mom and Baby Care Startup Superbottoms secures $5 Mn; Targets New Markets

Alia Bhatt Backed Mom and Baby Care Startup Superbottoms secures $5 Mn; Targets New Markets : Image Superbottoms

Mom and Baby Care Superbottoms has raised $5 million in a Series A1 funding round led by Lok Capital and Sharrp Ventures to grow its market presence, and to add new product lines.

The firm plans to invest the fresh capital infusion to widen its product categories in the mom and baby care space and expand its physical store footprints, according to a statement. As per a data from market intelligence firm Tracxn, this round takes SuperBottoms’s total funding to upwards of $11 million.

In July, the startup secured an undisclosed amount of angel funding from actor Alia Bhatt, who also became the brand’s ambassador.

Superbottoms aims to expand footprints

Pallavi Utagi, Founder of SuperBottoms said “With the funds raised, we aim to drive initiatives that spread awareness about cloth diapering to a wider audience throughout the country.”

“We’re thrilled to join forces with consumer-oriented investors like Lok Capital, Sharrp Ventures, DSG Consumer Partners, and Saama Capital as we expand our reach and strengthen our commitment to creating a robust brand for children,” Utagi added.

According to Venky Natarajan, Managing Partner at impact investment fund Lok Capital, said Utagi’s journey, born out of a personal need as a new mother, is inspiring. “The company has scaled remarkably, while upholding its commitment to sustainability and catering to their audience with empathy,” he said.

Founded in 2016, SuperBottoms offers sustainable products such as cloth diapers, cotton langots, potty training pants, and kids’ clothing. The brand recently introduced the MaxAbsorb Period Underwear aimed at providing a safe and conscious alternative to conventional plastic-based period care products.

The mom and baby care segment in India has been picking up in the last few years, especially in terms of early-stage funding. Last year, The Good Glamm Group, a pioneer of the ‘house of brands’ model in the direct-to-consumer (D2C) space, raised its stake in mother and baby care brand The Moms Co, to 90%, according to a report.

Existing investors DSG Consumer Partners and Saama Capital also participated in the round.

The conglomerate ITC recently raised its stake in D2C brand Mother Sparsh to 22% last year. Actor Alia Bhatt’s kidswear brand Ed-a-Mamma is set to be acquired by Reliance Retail, according to media reports.