Parent-preneurs Are Building An Organic Baby Food Brand Following Dadima’s Traditional Recipes
It is unheard of in Indian families that a husband leaves his family business to join his wife’s start-up. But here, parent-preneurs Shruti Tibrewal and Bharat are breaking stereotypes with BebeBurp — a Surat based, no preservatives, all-natural ingredients, organic baby food brand.
The brand’s conceptualisation
Shruti, born in Mumbai and brought-up in Surat, completed her B.Com and MBA before working in a corporate company. After getting married in 2012 she, 3 years later, gave birth to a beautiful baby boy. While at work, during the initial days of motherhood, she was constantly worried about her baby’s diet. She thought of talking to her dadi and nani about the very valid problem. She wanted to understand if there can be some pre-mixes that can be made at home which would be healthy for her son, and also, would be easy to prepare as a working mother.
“The generation of my grandmothers and mother had immunities better than us because they consumed natural and homemade food. Back then, managing a household with children who were many in number was quite difficult. So nutritious food’s pre-mixes were prepared and stored, and in an event the child is hungry, they just added pure ghee or warm water in those mixes and served it hot.”
Following the proverb, ‘Old is gold’, Shruti started making healthy and traditional pre-mixes for her son. Soon, many of her friends and family members started asking for the recipes. Realising the demand and need for this, she thought of making it commercially available to moms, and BebeBurp was born.
Shruti tasted initial success when she participated in a food fair. She carried a meagre 10 boxes of pre-mixes that overwhelmingly got sold in about 90 minutes.
“It is an achievement in itself when a person, stranger to the brand, trusts and buys the product. Since that day I have been moving forward with a theory that — a lot of people might not know BebeBurp, but once they consume our products they will build a loyalty towards the brand.”
About the organic baby food brand
Shruti and her brother, co-founders of BebeBurp, were later joined by Shruti’s husband, who quit the family business in textiles. With around 60 orders being processed per day, they have managed to reach more than 50,000 customers, since launch.
Not just pre-mixes, BebeBurp also offers multigrain puffs and cookies. These are made with whole wheat flour, ragi, oatmeal, and raisins, instead of the all-purpose flour or high-fat additives, indigestible by babies. Their product prices range between Rs. 110 – Rs. 240, and one can buy them from the brand’s e-commerce website, as well, from other major e-commerce sites. Plus, they have an offline presence in the retail stores in Surat, Ahmedabad, Baroda, and a few more cities.
“The organic food market is growing and so are the sellers. But our USP is that we provide pre-mixes in the organic baby food category, which merely requires hot water to prepare. So we consider ourselves our own competitors, and we strive to improve at every step of the way.”
Shruti is all-in to build BebeBurp as an authentic organic baby food brand. Included in their team is a scientist from BARC (Bhabha Atomic Research Centre) who provides his expertise in improving the product’s shelf life without adding preservatives.
The road ahead
Bootstrapped up until now, the company is looking to raise funds through strategic investors who shouldn’t just believe in BebeBurp’s concept, but also play an active role in the overall growth of the company.
“There are partnerships with a few distributors who will help stock our products in retail outlets. Committing ourselves to the product’s nutrition value, we have consulted certain paediatricians to cross-check the ingredients of our food items with their recommended diet chart for babies. We were glad to know that few of them even recommended BebeBurp’s products to some of their patients.”
Surely, ‘I Boss Mom’
The mompreneur considers her son as the 4th co-founder (laughs). The 5 year young boy is aware of the company’s insights, and proudly promotes the brand, updating his friends about any upcoming products or changes in the company.
“My in-laws have never discouraged me, even though my home used to be a complete mess during the initial days. They happily supported me by taking care of my child, as well as other things, while I went to work.”
Though often judged by relatives, Shruti tends to focus on the positive; achieving successful heights in business. She suggests fellow moms do the same,
“Ignore the negativity, and be determined to work and do something for yourself. Indulge in what makes you happy, and that shall cheer up your mind.”