How One Man’s Concern for Baby Safety Sparked a National Brand

• Tell us a bit about your entrepreneurial / professional journey.

Our journey began with a simple yet heartfelt vision. During my time as a journalist, my research often led me to observe patterns in consumer markets. I noticed that while there were many reputed brands for men and women, there was a visible gap when it came to quality babywear—especially in Kerala. The lack of soft, comfortable, and reliable clothing options for babies inspired me to create something meaningful.

In 2003, this observation and passion took shape as Popees, a brand dedicated to offering premium-quality babywear designed with care at its core. What started in a small village in Kerala’s Malappuram district has now grown into a proud network of over 100 exclusive outlets. My focus has always been to ensure that every product we create is something I would confidently choose for my own children.

• What prompted you to start Popees Baby Care?

During my time as a journalist, I had invested in a small baby shop. There, I observed a concerning practice: newborns were often dressed in jhablas taken directly from packing boxes that contained sulphur chemicals and naphthalene balls. Many parents, unaware of the risks, used these clothes without washing them first.

This deeply disturbed me. I realized that harsh chemicals had silently become part of the babywear available in the market—and parents had no safer alternative. That’s when I decided to create a brand built on trust, care, and responsibility. That thought marked the beginning of Popees Baby Care.

• When and how did Popees Baby Care start? How has the experience been?

Popees began in 2003 with a simple vision: to create baby products that combine quality, comfort, and safety. By 2005, we established our own production facility to ensure complete control over standards.

Over the years, Popees has grown into one of India’s most trusted baby care brands, with a presence extending beyond India. The journey has been filled with challenges, lessons, and continuous learning. Our growth has been like that of a baby—slow, steady, and full of care. Every milestone reflects the trust parents have placed in us.

• What has been the biggest milestone for the company so far?

We believe in setting meaningful benchmarks rather than celebrating isolated milestones. From launching our first product to establishing our own manufacturing unit, each step has been purposeful. Opening our first retail store was a proud moment; reaching our 100th Exclusive Brand Outlet—including stores in Sharjah, Sahara Centre, and Abu Dhabi—truly marked how far we’ve come.

Another significant achievement is our shift toward sustainability with Bamboo Organic Cotton across both apparel and non-apparel categories. But above all, bringing smiles to over 10 million babies remains our most fulfilling accomplishment.

• When did Popees Baby Care start franchising? How has that journey been?

We began franchising in 2020, right after the pandemic. That period allowed us to rethink how we could bring our products closer to parents. Expanding through Exclusive Brand Outlets helped us offer a more personalized shopping experience.

What started as a focused step has now grown into a strong franchise network across India and abroad. The journey has been both challenging and rewarding.

• A word of advice to young entrepreneurs.

Success doesn’t happen overnight. It is built through consistency, patience, and perseverance. Stay true to your mission and believe in your vision—success will follow.

Most importantly, never stop learning. Every mistake and every experience is an opportunity to grow. In business, growth is the key to survival.

• What are Popees Baby Care’s expansion plans for FY26?

By 2026, we aim to successfully execute our IPO listing—an important milestone in our growth journey. We also plan to expand our retail presence to over 200 Exclusive Brand Outlets across India and internationally while strengthening brand visibility and customer experience.

• Where do you see the brand 5 years from now?

Five years from now, I envision Popees evolving from India’s trusted baby care brand to a globally trusted one. Our core values—trust, comfort, and safety—will continue to guide us.

We aim to lead with innovation and sustainability through eco-friendly fabrics, responsible production, and technology-driven designs. Our goal is to build a global community of parents who believe in uncompromised quality.

• How has the baby care market evolved over the last 5 years?

The COVID period brought uncertainty, but post-pandemic, parents became more conscious about what they buy for their children. Quality, comfort, and safety became top priorities, aligning perfectly with Popees’ philosophy.

We have also seen a major shift towards e-commerce and direct brand engagement, which led us to strengthen our digital presence. Overall, the market has become more quality-driven, digital, and parent-conscious.

• How do you plan to cater to the growing markets of Tier II and III cities?

Tier II and III cities are growing rapidly, and parents there seek high-quality yet affordable products. We are expanding through Exclusive Brand Outlets and strategic franchise partnerships. At the same time, we are strengthening our omnichannel approach to ensure easy access to Popees products anywhere in the country.

• Three key trends in the baby care industry right now.
• Safe and sustainable baby care products: Organic, eco-friendly options like bamboo and organic cotton.
• Digital & direct engagement: Parents connect directly with brands via e-commerce and social media.
• Trust-focused products: Parents preferring pH 5.5, anti-bacterial, anti-rash, and safety-tested baby products.

• How important is franchising to the brand?

Franchising has been instrumental in our expansion. For us, it’s a partnership built on shared values and mutual trust. It allows us to maintain consistent standards across outlets while reaching more families who already trust Popees. This model has helped us build a strong, reliable presence.

• How does Popees Baby Care support its franchisees?

We recommend the FICO model (Franchise Invested, Company Operated). Under this model, the franchisee invests, and we take responsibility for staffing, operations, and daily management. This ensures uniform brand standards while allowing franchisees to focus on growth.

• How does the brand choose its franchisees?

Our selection process is guided by trust, quality, and customer care. We evaluate business background, retail or garment industry experience, investment capability, and location suitability. Above all, we look for passionate entrepreneurs who believe in our mission.

• What is your management mantra? How do you manage stress?

I believe in leading with clarity, care, and teamwork. When everyone understands the goal and feels supported, success follows naturally.

To manage stress, I stay calm and focus on solutions rather than problems. Planning well, keeping communication open, and spending time with family help me stay grounded. A positive mindset and strong team spirit can overcome any challenge.