India, Oct. 23 -- India's baby care market is growing, and so is the challenge of finding products parents can genuinely trust. When it comes to baby care, Indian parents often look for the same thing: products that are made well, priced for the value they deliver, and worth bringing home.

Ahmedabad-based Kunal and Kinjal Popat found themselves at the centre of this dilemma when they became parents in 2011. The couple began searching for a safer alternative, but that search opened another can of worms: finding a product that was safe, well-designed and priced right.

Their hunt for safer alternatives soon hit a snag. While there was no shortage of baby products in the market, very few offered the combination of safety, thoughtful design ...