About the Client
Launched in 2021 under Familycare Consumer, this baby care brand focuses on offering affordable, high-quality products. Their mission is to serve middle-income families in India’s Tier II and III regions, where access to premium baby care is often limited.
Their Challenges
- High Costs for Consumers:
Baby care products from major brands come at a premium, putting strain on families in smaller cities.
- Market Dominance by Big Brands:
The baby care market is saturated by established companies, making it difficult for new entrants to build recognition.
- Brand Recognition:
Competing with well-known brands to gain consumer trust in smaller regions required strategic outreach and quick fulfilment.
- Logistical Challenges:
Ensuring timely deliveries across a vast geography of remote areas posed a significant logistical hurdle, especially for a new brand.
Emiza Adding Value
- Optimised Warehousing and Fulfilment:
- Emiza partnered with the brand and its parent company to establish an efficient distribution network using our 12 tech-enabled centres located in key Tier I, II, and III cities.
- These centres provided a strategic foundation for storage and fulfilment, ensuring faster access to customers.
- Enhanced Delivery Solutions:
- Emiza implemented same-day and next-day delivery options, reducing delivery times even in remote areas to just 24-48 hours.
- Through optimised delivery routes, we kept logistics costs low while ensuring on-time deliveries, making high-quality baby care more accessible and affordable for middle-income families.
The Emiza Effect
- Market Penetration:
- With Emiza’s support, the brand successfully reached over 60,000 customers, offering more than 500 SKUs across 30 product categories.
- Remarkably, 90% of the brand’s revenue now comes from Tier II and III regions, showcasing their strong foothold in smaller cities.
- Operational Efficiency:
- By managing 80% of Familycare Consumer’s volume, Emiza streamlined the brand’s operations, consistently achieving 24-48 hour delivery times.
- The partnership not only enhanced delivery speeds but also helped reduce operational costs, further improving the brand’s competitive position in the market.
What’s Next?
The success of the partnership has paved the way for further expansion. The brand plans to strengthen its presence in more Tier II and III cities, while continuing to rely on Emiza’s infrastructure and logistics expertise to ensure seamless operations and enhanced customer satisfaction.
