Allter Disrupting Baby Diapers

Retail health and personal care products brand Allter is a conscious mission started by parents Surbhi Bafna Gupta and Arnav Gupta, who wanted to keep their parenting as natural as possible for their little bundle of joy. In search of an alternative to regular diapers, which are made up of all sorts of nasties that are not supposed to be near babies' sensitive skin, they took the task upon themselves and started Allter, India's first sustainable and certified rash-free diaper brand.

Founded in 2020, Delhi-based Allter is altering the notion that parents have to choose between what's good for their baby and the planet, promoting gentle baby care, and a beautiful planet to thrive on. It believes all babies deserve the best, which means all parents need access to consciously curated baby care designed to perform. It aims to simplify parenting with mindfully curated baby care products that are easy on the planet and good for babies' skin.

Founder and Chief Executive Officer (CEO), Surabhi Gupta highlighted trends in the baby care industry in the context of consumer behaviour. One is parents experimenting with newer brands and ditching age-old brands in the baby care segment. Two is research over word-of-mouth. Mums do a lot more research before they buy. And number three is a lot of tier two and tier three cities actually coming up as buyers of premium baby care products, which was earlier restricted to tier one cities, it's now moving to tier two and tier three.

Shark Tank India funded Allter’s last financial year was exemplary and it has been profitable as of last quarter. CEO Gupta said, “We have been growing 2 times year on year (YoY) since inception. We are looking to do 25 crore in net revenues end of this year.”

The brand is planning to create its footprint in offline as well as foreign markets. With a huge ambition, CEO Gupta said, “Yeah, expanding aggressively into offline markets, into global markets like UAE and Singapore. By the end of this year, Alta will definitely become a global brand.”

Within just 6 months of its other product’s introduction, Allter pant-style diapers achieved the status of being labelled as Amazon's Choice on the marketplace. By emerging as the preferred brand on Amazon, it set Allter apart in a crowded marketplace where numerous brands compete for her attention.

With its eco-friendly bamboo diapers and other diaper products, Allter is set to disrupt the baby care industry not only in India but in the world also and revolutionise the baby care parenting.