In conversation with Sandhya Bharti, Deputy Editor at Indian Startup Times, Surbhi Bafna, Founder & CEO of Allter, shared her inspiring journey of creating a baby care brand. From identifying a personal need to navigating entrepreneurial challenges during a global pandemic, Surbhi’s story reflects resilience, innovation, and her commitment to redefining parenting solutions in India.
A Mission Born from Personal Experience
Allter’s story began when Surbhi Bafna noticed a pressing gap in the baby care market. Watching her family struggle with conventional diaper products and their side effects, such as diaper rash, she recognized the urgent need for a safer, and better alternative.
“With Allter, I wanted to address real concerns faced by parents.” Surbhi shared. Drawing on her experience in management and consumer marketing, she transformed her idea into a mission-driven direct-to-consumer (D2C) brand that caters to modern parenting.
Building a Brand Amid Uncertainty
Launching Allter during the COVID-19 pandemic was a challenge, but it also shaped the brand’s trajectory. With physical retail channels restricted, Surbhi adopted an online-first strategy, leveraging e-commerce platforms like Amazon to reach customers nationwide.
“We focused on building trust by educating parents about our products and ensuring transparency,” Surbhi explained. This approach, coupled with a commitment to product performance, allowed Allter to stand out in the competitive baby care market.
Milestones and Strategic Growth
Allter’s journey has been marked by several key milestones, including gaining visibility on national television and collaborating with renowned actress Dia Mirza as a brand ambassador. These strategies helped Allter build credibility and connect with its target audience on a deeper level.
Surbhi also highlighted her team’s role in driving the brand’s success. “I believe in fostering an open, inclusive culture. Listening to feedback—whether from customers or team members—has been critical in refining our offerings and maintaining quality,” she added.
With the global natural diaper market valued at $3 billion, Allter is strategically positioned to expand into new geographies and product categories.
Marketing, Innovation, and the Future
Influencer marketing has been pivotal for Allter’s growth, enabling the brand to resonate with young, conscious parents. Surbhi revealed that the brand aims to create a “holistic ecosystem for baby care,” with exciting new launches on the horizon.
Lessons for Aspiring Entrepreneurs
Reflecting on her entrepreneurial journey, Surbhi candidly discussed the challenges of balancing business and family life. Her advice to aspiring entrepreneurs is simple yet powerful: “Stop overthinking. Engage directly with your customers and don’t hesitate to launch early. The feedback you gather will be invaluable.”
She emphasized the importance of long-term vision and passion, reminding entrepreneurs that building a purpose-driven brand requires unwavering commitment and resilience.
A New Standard for Sustainable Parenting
Surbhi Bafna’s journey with Allter exemplifies how personal experiences can inspire impactful ventures. Her dedication to creating high-quality baby care solutions has not only filled a critical gap in the market but also set new standards in the D2C space.
As Allter continues to evolve, Surbhi remains focused on her vision of fostering a culture of innovation and inclusivity. Her journey is a powerful reminder that purpose-driven entrepreneurship can make a lasting difference for families across the country.
