Recent years have witnessed a spurt in the market for baby care products in India .The rising number of babies contributes to higher demand for baby products; however, this is strongly supported by surging income levels resulting from robust growth. In addition to these factors, rising literacy, working mothers, and aggressive marketing have also contributed to a shift in consumer behavior that allows mothers to use baby care products rather than the traditional indigenous alternatives. Retailers and manufactures are constantly involved in product innovation and development has allowed to widen the market, using new technologies and advanced marketing approaches. As per industry estimates, 15 baby care products sold online every minute in India. Despite various challenges, there is a huge scope in India’s baby care market. Consumers are deeply invested in these categories and they are highly discriminating about the products they buy for their children. In order to achieve a competitive advantage in a space dominated by only a few major brands, a deep understanding of what’s driving product choice is critical.

KEYWORDS: Baby care products, Indian market, Retailers, Opportunities, Challenges