The journey of R for Rabbit began with a personal challenge. In 2014, first-time parents-to-be Kinjal and Kunal Popat were navigating the vast, overwhelming market of baby products in India. Frustrated by the lack of safe, innovative, and accessible options, they saw a gap—a gap that they would fill with R for Rabbit.

This humble beginning in Ahmedabad led to the creation of a brand that has grown exponentially over the past eight years, becoming a household name in the baby products industry.

Today, R for Rabbit is a trailblazer in the direct-to-consumer (D2C) space 👇

💠 INR 172 Cr revenue in FY24 

💠 450+ SKUs

💠 2.5 Mn+ customers

💠 2000+ offline channel partners

💠 60:40 split between online and offline sales

It Wasn’t A Cakewalk For R For Rabbit! 

One of the key challenges R for Rabbit faced in its early-stage journey was managing an efficient supply chain. Initially reliant on imported products with long lead times (90-150 days), the brand struggled with inventory management and responsiveness to market demands.

However, with strategic partnerships like Streamline, R for Rabbit optimised its supply chain. By integrating cutting-edge demand forecasting and inventory planning solutions, they have reduced lead times and ensured seamless product availability.

The use of predictive algorithms increased forecast accuracy by 20%, minimising stock-outs and overstock situations.

Automation of planning processes eliminated manual errors and reduced planning cycle times by 40%.

Innovating For Tomorrow: Beyond Baby Gear

While R for Rabbit started out as a brand focused on baby gear, they have innovated and expanded into essential categories such as:

❇️ Compact Baby Wipes: Lightweight, travel-friendly, and eco-conscious solutions

❇️ Diaper Subscription Models: Offering convenience and substantial discounts to parents on everyday essentials with a seamless return and refund policy

❇️ Sustainability Initiatives: With a focus on ‘Make in India’, R for Rabbit now sources locally, supporting Indian manufacturers while ensuring high-quality standards

These initiatives have cemented their position as a brand focused on safety, quality, and sustainability.

Retention 101: Engage With Customers On A Personal Level

The brand’s success wouldn’t be complete without the story of its customers. R for Rabbit has cultivated a strong community of over 2.5 Mn happy parents. Their approach to customer engagement blends innovation with empathy:

🔥 City-Specific WhatsApp Groups: For parents from Delhi, Mumbai, Bangalore, and more

🔥 Loyalty Programs: Turning happy customers into brand ambassadors with cashback and exclusive offers

🔥 Interactive Content: Parenting tips, product launches, and engaging social media campaigns keep parents hooked

The Result? 25% Repeat Customers 

The Final Leap For R for Rabbit

R for Rabbit’s journey is one of transformation—from a personal struggle to an industry leader in baby products. With a customer-first approach, relentless innovation, and strategic growth, the brand has shown that with the right vision, a startup can revolutionise a sector and build a community that truly resonates.

As R for Rabbit looks to the future, its focus is on continued innovation and market expansion. They are set to deepen their presence in Tier 2 and Tier 3 cities. Moreover, their aggressive retail and marketing strategy aims to penetrate new categories, further strengthening their D2C footprint.

With a clear vision of becoming an “Amazing Baby Company,” R for Rabbit is a brand to watch out for.

Until the next one!