India’s baby care market is growing, and so is the challenge of finding products parents can genuinely trust. When it comes to baby care, Indian parents often look for the same thing: products that are made well, priced for the value they deliver, and worth bringing home. 

Ahmedabad-based Kunal and Kinjal Popat found themselves at the centre of this dilemma when they became parents in 2011. The couple began searching for a safer alternative, but that search opened another can of worms: finding a product that was safe, well-designed and priced right. 

Their hunt for safer alternatives soon hit a snag. While there was no shortage of baby products in the market, very few offered the combination of safety, thoughtful design and transparent pricing the couple was looking for.

Instead of compromising, the Popats decided to build what they could not find. Kunal brought over a decade of experience across engineering, marketing and sales, while Kinjal, trained in design, brought a different lens to the problem. Together, they set out to make baby products that put safety first with the right price tag. And that is how R for Rabbit came into being in 2014. 

The couple started with around ₹40 Lakh of their own savings, designing products in-house and working with established, safety-certified manufacturers. 

“I used to visit factories before finalising any partnerships to ensure quality control, testing and certification standards remain as we want for the brand,” said Kinjal.

Initially, R for Rabbit started with three baby-gear products, led by strollers.

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