Parenthood is possibly the most definitive moment of adult life. With the coming of newborn in a family, everything changes. Responsibilities double and household costs quadruple. A significant amount of monetary resource is spent on buying things to take care of the baby. Furthermore, these are “one use” expenses, as babies grow; you can use the feeding bottle for your child after a certain point in time!
New mother Priyanka Jhala, having gone through the enjoyable hardships of parenthood not too long ago, has created BabyNook.net, which aims to be a one stop online solution for parents and parents to be.A user can browse through the website and use the free classifieds section to buy or sell baby items or anything baby related. The parent’s forum section aims to provide with all the information that may be useful as a parent and even allows users to post
questions to other parents.Priyanka Jhala has over ten years of work experience in both USA and India in the areas of procurement consulting and business development, and in more recent years, she joined the non-profit sector with the aim of contributing more to those who have less.“Baby items are really expensive and these items aren’t even used once children grow up. BabyNook.net lists second hand baby items which new parents can buy at a discounted rate and parents who no longer need them can sell it off to people who need them now rather than disposing of it,” said Priyanka, on the free classifieds sections.
“When I became a mother, my friends didn’t know much about things I needed during pregnancy and post-delivery. With the parent forum section parents can get information such as the best pediatrician in town, or the best Yoga classes for pregnant woman and anything else that is useful for a parent. Furthermore, they can draw from experience of other parents by posting questions on the forum to them.”
Babynook.net started a few months ago and has a few hundred registered users. With an aim to spread to other metros in the country, BabyNook.net is in a unique predicament. There will always be babies and parents will continue to buy baby items. Companies in this segment, such as PreCared and Unamia have been at the receiving end of some seed capital as well.
Having said that, the assortment of Pre-Used baby care product in most sites in India as very limited. While BabyNook's limited assortment is understandable, even established players like PreCared, which has been operational for the past 2 years is in the same state. An increased assortment in the buying area seems like a differentiating factor in this space. BabyNook's information forum is also a key differentiating factor which will provide good value for users.
Another aspect for the success of BabyNook is scale. A large part of the Indian psyche is against the use of second hand products. While BabyNook's proposition makes economic sense, it might face an acceptance challenge. The key lies in educating prospect customers of its benefits. If marketed well, BabyNook.net can be a very popular portal among new parents in Urban India.