{
  "id": 16894922,
  "title": "How Moms Home Built A ₹10 Cr Quick Commerce Business By Rethinking Baby Essentials",
  "url": "https://urgent.news/2026/10/28/how-moms-home-built-a-10-cr-quick-commerce-business-by-rethinking",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-28T11:31:59.000Z",
  "source": {
    "name": "Inc42",
    "slug": "inc42",
    "url": "https://inc42.com/startups/how-moms-home-built-a-%e2%82%b910-cr-quick-commerce-business-by-rethinking-baby-essentials/"
  },
  "original_language": "en",
  "account": "Moms Home, a Jaipur-based baby essentials brand, has built a ₹10 crore quick commerce business by rethinking their approach to baby products. Recognizing the difference between last-minute hospital bag purchases and planned baby bedding purchases, the D2C brand focused on organic cotton and bamboo-based clothing, swaddles, bedding, and other essentials for children up to five years old.\n\nEntering quick commerce in early 2025, Moms Home's revenues from the channel grew from ₹1 crore in FY25 to ₹10 crore in FY26, accounting for nearly 30% of its ₹35 crore annual revenue. This initial growth, however, has since accelerated, with the company now selling approximately 45,000 kits per month on quick commerce platforms, with monthly sales approaching ₹5 crore.\n\nDespite this success, scaling the business has presented challenges, including declining contribution margins on quick commerce (10-15%) and unpredictable demand across cities. Moms Home's cofounder, Kumar Vaibhav, emphasizes that listing on quick commerce platforms does not guarantee sales or profitability.\n\nTo succeed in quick commerce, Moms Home reworked its assortment, packaging, and inventory operations. They developed a separate range of newborn kits and baby shower kits priced between ₹699-₹899 and ₹700-₹1,500, respectively. These kits were designed to address immediate purchasing needs, rather than bulky, expensive items that performed better on traditional e-commerce platforms.\n\nMoms Home also acknowledged the shift in consumer behavior, with 50-60% of purchases made by expecting or new parents for their own use, while 30-40% were intended as gifts. This dual purpose of the products allowed the company to maintain a strong average order value of around ₹900 on quick commerce, compared to approximately ₹700 on traditional platforms.",
  "summary": "For a parent preparing for a newborn, a last-minute hospital bag purchase and a carefully planned baby bedding purchase serve…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}