Skincare for your baby may be harming them more than helping them. Dermatologist-founded startup fixes & nbsp; that
In India, the first 1,000 days of a child's life are crucial for nutrition, brain development, and immunity, but skin health often gets overlooked. Traditional practices among Indian parents, such as massaging, bathing, and moisturising newborns, remain largely unchanged despite the challenges posed by unsuitable products for local skin, water, and climate conditions. Dr. Sonali Kohli, a board-certified dermatologist, recognized this gap not just in her practice but at home, which inspired her to launch EDA Baby & Child, a dermatology-led skincare startup aimed at transforming baby skincare for Indian families.
As the global baby skincare market expands, Indian parents are reconsidering their reliance on international brands. Dr. Kohli points out that although families often spend considerable amounts on imported creams, many come to her clinic with skin issues such as eczema and chronic dryness.
The root cause lies in the unique characteristics of Indian babies' skin, which has a barrier that is 40% thinner, making it more susceptible to pollutants, allergens, and the effects of hard water and harsh soaps. The environmental conditions in Indian cities—including dust, heat, and humidity—further necessitate tailored skincare solutions.
In her efforts to address these inadequacies, Dr. Kohli dedicated two years to studying the physiological responses of baby skin across India’s varying climates, culminating in a range of skincare formulations that are ceramide-rich, pH-balanced, and designed specifically for Indian skin. Through her partnership with Rohan Rai, who has extensive experience in pharmaceutical packaging, EDA Baby & Child integrates clinical principles with practical application.
EDA's AM-PM skincare regimen delineates morning routines focused on cleansing and protection from nightly routines aimed at repair and restoration. Each product employs globally sourced ingredients tested under Indian conditions to ensure efficacy. Innovation is reflected in product formats; for example, EDA’s bath oil combines the traditional massage oil role with cleansing properties, addressing modern hygiene needs while respecting cultural practices.
Product development at EDA follows rigorous protocols, involving 18-24 months for testing skin reactivity and moisture retention. Dr. Kohli emphasizes that many brands neglect these steps, which can lead to enduring skin problems. Rohan Rai has made sustainable packaging a focal point, introducing a Smart Dosage pump that minimizes waste and skin irritation by dispensing precise amounts for infant use. This approach has led to a 43% reduction in waste, and the premium appearance of their packaging fosters customer trust.
Initial sales data shows that 60% were generated through organic sharing among parents, highlighting the effectiveness of EDA’s packaging and the unboxing experience as a marketing tool. Furthermore, EDA's business model prioritizes medical credibility; Dr. Kohli shares that recommendations from pediatric dermatologists yield significantly higher customer loyalty than other marketing channels.
With the child wellness market in India valued at Rs 8,000 crore and growing rapidly, EDA is not merely capturing market share but also establishing a new category in baby care. Their business strategy confronts both low-credibility mass-market baby brands and international firms lacking local depth. Dr. Kohli notes that today’s educated parents are willing to invest in safety and efficacy; consequently, EDA's premium pricing is offset by higher product concentration, resulting in cost savings for consumers.
Looking beyond skincare, EDA aspires to develop an integrated pediatric wellness platform touching upon oral health, nutrition, and hormonal balance—all built on scientific principles and sustainability. Additionally, they are committing to QR-based traceability, enhancing consumer awareness regarding product quality and environmental impact. In an industry typically dominated by established and foreign brands, EDA Baby & Child seeks to set a precedent for effective, safe, and locally resonant baby care solutions.
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