As a first-time parent in 2011, a concern emerged amidst the joy and sleepless nights: diapering can be a hassle. With limited options available on market shelves and Kirana stores, there wasn’t much choice but to stick to disposable diapers. With as many as 10 diapers used a day (or 7,000 diapers until a child is bathroom trained), diapering can become expensive and environmentally harmful.
When my sister sent us a shipment of cloth diapers made by an American company named Bumgenius, my wife and I were pleasantly surprised. They were soft, easily washable, and most importantly, reusable. Beyond the immediate benefits, I glimpsed an opportunity – an eco-friendly diaper solution tailored for the Indian market, echoing the ‘Make in India’ spirit.
Drawing upon a decade of management expertise, with roots in prestigious B-Schools, I threw myself into exhaustive market research. This journey led me to Indonesia, renowned for textiles, garments, and nappies manufacturing. Here, I got insights into the intricate processes that laid the foundation for Bumberry.
Designed and manufactured in the heart of Cochin, Kerala, Bumberry’s cloth diapers are a manifestation of indigenous innovation. Meticulously crafted with multiple functional man-made fabrics, they promise unparalleled comfort for babies.
With just 10 Bumberry diapers sufficing a baby’s entire diapering journey, I aimed to reduce nearly 1.5 tons of non-biodegradable waste a single baby typically uses.
The COVID-19 pandemic brought unforeseen challenges. Traditional distribution channels crumbled overnight, and added the increased online advertising costs for brand visibility. However, joining the Walmart Vriddhi program in 2022 helped me navigate through the hurdles that COVID and the high-cost D2C business model had thrown my way. Vriddhi’s foresight in emphasizing in achieving a business turnaround to a traditional profitable route with adequate proportions of offline, online and also private label business being a manufacturer myself, have helped me immensely to slowly transform into a stable company over the last two years with acquiring modern trade channels and established baby products wholesale distributors. Under their guidance, Bumberry also looked at expanding online sales by adding warehouses closer to customer points, and that helped us reduce the total cost of sales. The brand began establishing a solid foothold, and we started winning many customers.
The program became my strategic guide in navigating the commercial space. My association with a Walmart Vriddhi mentor was transformational. The mentor provided me with invaluable insights into business, finance, and strategic decision-making. The expertise provided through personalized mentorship proved indispensable, especially during challenging fiscal periods. These sessions, both structured and candid, ensured accountability and consistent growth.
I am now focusing on broadening Bumberry’s product range beyond diapers to include sanitary napkins and reusable wipes, and central to this expansion is the brand’s strong digital presence, which I believe is vital for modern MSMEs. Bumberry is also in the process of expanding its international reach through Walmart Marketplace, and we hope to be actively selling on the platform before the end of 2025. I have also expanded my national channels of distribution with players like DMart while launching on hyper-delivery platforms such as Swiggy Instamart.
Reflecting on Bumberry’s sales trajectory, there has been a significant growth in our revenue since the inception of the business. Our commitment goes beyond just product excellence. The brand’s ethos is deeply connected to the ‘Make in India’ initiative, and my endeavor to manufacture within the country emphasizes our trust in India’s manufacturing prowess.
My association with Walmart Vriddhi is more than just a chapter in Bumberry’s story; it’s the backbone. As I move forward, my brand’s journey stands as a testament to the endless potential of innovation, collaboration, and the dynamic ‘Make in India’ spirit of becoming a formidable player in the export market in the days ahead, which is also one of the ultimate aims of the Walmart Vriddhi program.
