Wabi Babi Startup Story - Friendly Infant Care Products

Jeenal Jain Jeenal Jain
Sep 28, 2021 8 min read
Wabi Babi Startup Story - Friendly Infant Care Products

Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by Wabi Babi.

Founded by Vijay and Kangna Kakar, Wabi Babi is a brand focusing on becoming the most impactful startup for the first-year journey of a new mother with her newborn. Wabi Babi's innovation is its specialty in discovering and establishing products specially formulated for children of years 0-1. It understands the importance of curated products for children in their first years and has made products that are friendly to their gentle skin. These include water-based formulations, natural and safe ingredients, and finally silicon and paraben-free products.

Startuptalky interviewed the co-founders of Wabi Babi (Vijay & Kangna Kakar) to get insights on the startup story and roadmap of the organization. In this article, you'll discover how Wabi Babi started, its future plans, product innovation, competitors, and more.

Wabi Babi - Company Highlights

Startup Name Wabi Babi
Co-founders Vijay Kakar, Kangna Kakar
Headquarters New Delhi
Industry Personal Care
Website wabibabi.com

Wabi Babi - About and Vision
Wabi Babi - Idea & Inspiration
Wabi Babi - Product and USP
Wabi Babi - Founders
Wabi Babi - Name Meaning & Logo
Wabi Babi - Launch and Marketing
Wabi Babi - Challenges Faced
Wabi Babi - Funding
Wabi Babi - Competitors
Wabi Babi - Future Plans
Wabi Babi - FAQs

Wabi Babi - About and Vision

Wabi Babi is focusing on becoming the most impactful brand in the world, for the first-year journey of a new mother with her newborn. Its core belief is to support and empower every new mother by providing relevant content, knowledge, world-class products, and services.

Wabi Babi takes pride in the extensive portfolio of products it has to offer which include five skincare products and four handmade soaps. The collection will see a new guest in the lineup with a gourmet apron hooded towel releasing this month.

Gaining recognition and establishing its presence in about 100 countries is Wabi Babi's vision for the next 10 years. For now, the team is focussing on building its portfolio with more products to give new mothers a wholesome experience by providing products of every category, for instance, clothes. toys, accessories, diapers, etc.

Wabi Babi - Idea & Inspiration

The biggest inspiration for the company was Kangna's own wonder and experience that she witnessed as a first-time mother herself. There was always so much confusion and stress that she would feel lost at times and had to go into discovery mode where she used trial or error to come up with a solution. All this gave birth to her extensive and personalized knowledge of the right products needed, the services that are needed by mothers to tend to children of that tender age. Kangna and Vijay's market research also shows that no other company is really trying to ease it out for first-time mothers and their first-year journey with their children.

As their brand inclination suggests, the first people the founders discussed and brainstormed with about this idea were newly-turned mothers and researching the issues they faced. Vijay and Kangna presented their data about how they want to solve these issues and aim to become the only brand known for primarily focusing on years 0-1 of a mother and her baby.

They were psyched to hear Kangna & Vijay's ideas and supported the team by giving them all the confidence they needed to turn this idea into a plan and then executing it. Additionally, the founders gave them sample products to try to get feedback so they could perfect their plan and products further.


Reasons To Switch To Organic, Clean Beauty And Cruelty-Free Skincare
Clean beauty is great way to indulge in a healthy personal care alternative. Here’s why you must switch to organic, clean beauty products now.

Wabi Babi - Product and USP

Wabi Babi understands the importance of curated products for children in their first years and has made products that are friendly to their gentle skin. These include water-based formulations, natural and safe ingredients, and finally silicon and paraben-free products. Furthermore, its product R&D has been done in Canada. Mothers can trust this and not have doubts or confusion about which companies products to go for, as Wabi Babi's innovation is its specialty in discovering and establishing products specially formulated for children of years 0-1.

Wabi Babi
Wabi Babi Products

Wabi Babi - Founders

Vijay Kakar and Kangna Kakar are the founders of Wabi Babi.

The founders have both known each other for over a decade and have always had similar goals and aspirations. They transformed from friends to life partners, to parents, and now are business partners.

"Us being childhood educators and former life coaches, we grasp the concept of a foundation that will help children have a happier and more peaceful life. Thus, our interests have always peaked when it's related to making a difference in every child’s life" Vijay & Kangna added.

Kangna Kakar | Co-founder, Wabi Babi

Wabi Babi Co-founder
Wabi Babi Co-founder - Kangna Kakar

Kangna Kakar (31 years old and the co-founder of Wabi Babi) is a certified early childhood educator. Before launching the brand, she was studying in Canada and gaining more experience and knowledge about child development (especially preschoolers). Additionally, She has taught in one of the well-known pre-schools of Delhi for more than 5 years.

Vijay Kakar | Co-founder, Wabi Babi

Wabi Babi Founder
Wabi Babi Co-founder - Vijay Kakar

Vijay Kakar belongs to a business-minded family and have always been in the self-discovery mode. He was running his family business in Ukraine but being a life coach, he lived in Canada for a couple of years before moving back to India in 2020.

By shedding light on team & responsibilities, Vijay says - "We both are aware that we are the only two people responsible for this organization as of now and have taken the sole burden of it on our shoulders as every startup needs. We’ve seen similarities in life with our daughter and seen which kind of roles suit them better to take necessary measures. Having applied the same and observed that this mindset and frankness has always made it easily manageable and given us better results, we know for a fact that all our decisions will always be in the best interest and in line with the vision we have of Wabi Babi.

Currently, it's just the two of us and we understand the importance of having a positive culture from day one. That's why one of the first things we did was to set the values that we want to follow as an organization. We are also aware of how we behave and approach challenges that will reflect in the entire organization as a culture always flows from the top. Whenever we start hiring our hiring principles are simple; the person must be a cultural fit with a strong value system. With the right attitude, things related to work can be learned over time. Also, we want the right mix of young and dynamic teams along with an experienced leadership team who can create future leaders"


Mamaearth: Bringing Toxin-Free, Natural Skin Care Products To India
Ghazal Alagh and Varun Alagh founded Mamaearth in 2016. Read on to know more about Mamaearth’s success story, business model, funding, and other aspects.

Vijay was the one that came up with the idea of naming the brand as it is today, as they were brainstorming, the duo wanted to choose a name that was impactful and one that would reflect on a mother's journey of raising a child. Wabi Babi is a wordplay of Japanese philosophy that appreciates the beauty that is imperfect, impermanent, and incomplete and as Vijay had seen Kangna struggle as a mother, he saw and accepted all the imperfections to be the best for their child, and thus this inspired Vijay to come up with such a creative name.

Wabi Babi
Wabi Babi Logo

Wabi Babi - Launch and Marketing

Wabi Babi has just launched in August 2021 and its products are currently available on Amazon and its own website, the founders are still playing around with different strategies to acquire maximum customers.

The startup is looking to achieve its 10,000 customers mark by the end of this year, for that it is planning to collaborate with mom influencers to create maximum brand awareness and conversion.

One of its most successful marketing campaigns has been weekly live sessions on Instagram with mom bloggers that have helped Wabi Babi in creating brand awareness and generating sales. Live sessions have helped it at both tops of the funnel and the bottom of the funnel.

Wabi Babi - Challenges Faced

One of the major challenges Vijay & Kangna faced was distribution. Fortunately, they found the right warehousing/fulfillment partners that helped them in overcoming this challenge.

"So far we have been fortunate that we haven’t faced any major challenges. The real challenge begins now where we must build a brand, a brand which will last for generations to come, even when we are long gone, and for that to happen we will have to set the right culture, keep innovating, and keep impacting the lives of mothers and their children with everything that we have to offer" Vijay added.

Wabi Babi - Funding

Wabi Babi is currently bootstrapped.

Wabi Babi - Competitors

Brands like Chicco and Mothercare have similar product lines but Wabi Babi as a brand still stands out as the most unique and impactful brand for children aged from 0 to 1 year and are looking at providing everything that a first-time mom needs. The startup aims to handhold every first-time mother through her first year of bringing up their baby with the support of Wabi Babi.


Story of Firstcry: Success Journey & Company Details
Firscry is Asia’s largest e-commerce store for kids. This is the story of Firstcry, its business model, funding, revenue, and everything you need to know.

Wabi Babi - Future Plans

Wabi Babi is currently operating from New Delhi, India. As of now, its focus is purely on building the brand and the aim is to be profitable in the next 2 years. Wabi Babi's future plan is to have a laser-sharp focus on providing end-to-end solutions for a first-time mother.

Wabi Babi - FAQs

What is Wabi Babi?

Wabi Babi's innovation is its specialty in discovering and establishing products specially formulated for children of years 0-1.

Who are the founders of Wabi Babi?

Vijay Kakar and Kangna Kakar are the founders of Wabi Babi.

When was Wabi Babi launched?

Wabi Babi was launched in August 2021.

What is the meaning of 'Wabi Babi'?

Wabi Babi is a wordplay of Japanese philosophy that appreciates the beauty that is imperfect, impermanent, and incomplete.

Is Wabi Babi funded?

No. Wabi Babi is currently a bootstrapped startup.

Where are Wabi Babi products available?

Wabi Babi's products are currently available on Amazon and its own website (wabibabi.com)

Must have tools for startups - Recommended by StartupTalky

Subscribe to StartupTalky

Get the latest insights delivered to you right in your inbox

Great! Next, complete checkout for full access to StartupTalky.
Welcome back! You've successfully signed in.
You've successfully subscribed to StartupTalky.
Success! Your account is fully activated, you now have access to all content.
Success! Your billing info has been updated.
Your billing was not updated.