The baby care industry has rapidly evolved to meet parents’ increasing demand for safe, innovative, and sustainable products. Today, it encompasses much more than just infant well-being, extending its focus to environmental responsibility and ethical sourcing. As the industry continues to innovate, baby care brands are reshaping the market by prioritizing both infant health and sustainability, ensuring a better future for the next generation. Among these leaders is 1st Step, a brand founded to make parenthood effortless and enjoyable through high quality, affordable products. Under the leadership of CEO Aatish Mandot, who emphasizes the importance of pampering both mothers and babies, 1st Step has established itself as a trusted name in the industry, continuing to innovate while staying true to its commitment to quality and care.

Building a Legacy

In the early 2000s, the company ventured into the whole sale baby products market, steadily building a strong offline presence and establishing a thriving B2B network. By 2006, the firm took a significant leap forward by launching its private label, 1st Step. Since its inception, the brand has expanded, consistently adding new product categories under the 1st Step umbrella, growing into a well-recognized name in the baby care industry. Headquartered in Chennai, with a branch office in Mumbai, the firm was created to make a child’s first moments joyful for parents, offering high-quality, innovative,

and affordable products that cater specifically to the Indian market’s needs.

“We are a leading baby care brand designed to meet the needs of newborns up to three years old, offering a wide range of products that cater to every stage of a child’s early development. From feeding bottles, bed sets, blankets, cots, cradles, prams, and strollers to toys, apparel, footwear, cosmetics, and diapering essentials, we provide a one stop solution for young parents. With a diverse portfolio of over 400 SKUs, we ensure that every product is tailored to the needs of growing children”, speaks Arun Mandot, Managing Director. Quality is at the core of 1st Step’s mission, with many products adhering to international safety standards such as BIS, EN testing, and ASTM certifications.

At 1st Step, we believe in nurturing every baby’s first moments with high-quality and affordable products that embody love and care

Harnessing Digital Strategies

Digital marketing plays a crucial role in 1st Step’s brand journey, with a strategy focused on meaningful engagement through social media platforms like Facebook, Instagram, and YouTube. They also provide parenting tips and educational content on their website and blog, strengthening their connection with their audience. Beyond digital, the company has established a significant presence on all major e-Commerce platforms, reaching customers across borders. As an omni-channel brand, they are available through offline stores, e-Commerce platforms, and retail outlets, allowing direct customer interaction and feedback. 1st Step relies on contract-based manufacturing for its extensive portfolio of over 400 SKUs, partnering with certified factories that meet the highest safety standards. They leverage advanced technology, using ERP and CRM tools for effective inventory management and insights into customer behavior, which enhances customer experiences.

The brand prides itself on maintaining high quality, with most products being BIS-certified or EN/ ASTM tested to ensure they meet global safety standards. While manufacturing is contract-based, 1st Step collaborates with certified factories adhering to strict safety protocols. “Looking ahead, we are focused on aggressive expansion through its exclusive brand outlets, aiming to increase from 25 stores to 50 by the end of 2026, fueled by internal accruals and potential external funding”, adds Arun Mandot. Additionally, the firm is exploring global expansion opportunities, further positioning itself as a leading player in the baby care industry.