Indian brand 10Club acquires Amazon baby products and sells them

Thrasio-style startup 10Club has announced the acquisition of its first direct-to-consumer brand, My Newborn, which specializes in baby care products.

The acquisition comes after 10Club raised $40 million in a funding round led by Fireside Ventures, HeyDay, PDS International , Class 5 Global , and Sanket Parekh-led Secocha Ventures, among others.

It is understood that 10Club was founded in 2020 by Bhavna Suresh , Joel Ayala and Deepak Nair . It works with e-commerce sellers in India, acquires their businesses and works with their teams to help them grow 10 times in size. The startup currently has a team of 20 people, including people from companies such as Amazon, Flipkart, Udaan , Reliance and Coca-Cola.

My Newborn, founded four years ago by Abhishek Jain and Rakesh Jain , sells premium baby care products such as blankets and swaddles. The D2C brand claims to have scaled its business and is ranked second in the baby blanket category. In addition, three of its products are ranked top on Amazon, with an average rating of 4.1 from more than 40,000 customers.

According to 10Club , the company will focus on differentiating its products based on consumer shopping behavior and usage patterns to better meet the needs of its target audience of 150 million Indian households.

My NewBorn also plans to launch new products in adjacent categories and use customer insights to stand out in the market. With this acquisition, 10Club will work with My NewBorn to improve its profit profile and ensure that its products are more affordable , more valuable and more accessible to the masses across India.

According to an Inc42 Plus report, as of April 2021, there are over 800 D2C brands in India, with the market valuation expected to exceed $200 billion by 2026.

In addition, a Bain & Company report suggests that the Indian e-commerce market will drive India's online gross merchandise value to $ 100-120 billion in the next four years .

Not only 10Club is eyeing this market, but startups including Powerhouse91, Upscalio , Mensa and Global Bees also provide Thrasio-model services and are eyeing the DTC brands on the Amazon platform .

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