MyGlamm acquires BabyChakra, will invest ₹100 crore in mother and baby care content

• BabyChakra is an online parenting platform that has created a virtual care ecosystem of parents, more than 3,000 doctors and products.
• Naiyya Saggi will join MyGlamm as a cofounder and will lead the mom-babycare vertical of the D2C brand.
• MyGlamm had acquired women-focused content platform PopXo exactly a year ago.

Direct-to-consumer (D2C) beauty and personal care brand MyGlamm has acquired online parenting startup BabyChakra for an undisclosed amount. The companies will invest ₹100 crore in building a mother-baby content-to-commerce platform over three years.

Launched in February 2015 by Harvard Business School and McKinsey alumnus Naiyya Saggi, BabyChakra is an online parenting platform that has created a virtual care ecosystem of parents, over 3,000 doctors and products. The platform allows parents to seek professional and expert advice from other parents and healthcare givers.

MyGlamm has revealed that conversation with BabyChakra’s founder Saggi began last year and it took the companies about six months to finalise the whole process.

Post this acquisition, Saggi will be joining MyGlamm as a cofounder and president. She will lead the mom-baby vertical and also build the overall community vertical for the Group. Saggi will also be joining MyGlamm’s board.

“MyGlamm is an established leader in the e-commerce ecosystem with a shared value system on how to develop, launch and scale best in class products that cater intuitively to the needs of our consumers. While the Indian Mom & BabyCare market is large and rapidly growing at 15-20% CAGR [compound annual growth rate], Indian moms and kids still need products that are truly personalised to their needs,” Saggi said.

Darpan Sanghvi, founder and chief executive of MyGlamm, echoed that the mom-baby category is one of the fastest growing categories in the beauty and personal care segment in India. He emphasised that BabyChakra has built an incredible amount of trust amongst parents, through their engaging platform, community and extensive doctor network.

MyGlamm hopes to expand its presence across South Asia with the strategy of 3Cs — content, community and comerce. It had acquired Delhi-based digital media and ecommerce platform POPxo exactly a year ago to create a strong women-focused platform equipped with the 3Cs.

PopXo founder Priyanka Gill had also joined MyGlamm as a cofounder post this acquisition.

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