Kunal Popat (R for Rabbit): 10 Key Things You Must Know

Overview

Kunal Popat is a prominent Indian entrepreneur best known as the founder and CEO of R for Rabbit, a leading baby products company in India. Established in 2014 alongside his wife Kinjal Popat, R for Rabbit has made a name for itself by delivering highly safe, innovative, and quality baby care and baby gear products designed specifically to meet the needs of modern parents. The company’s genesis is deeply personal, inspired by the founders’ own parenting journey that revealed gaps in the market for affordable yet internationally-certified baby products. Today, Kunal Popat is not only recognized for his outstanding business acumen but also for his visionary leadership in establishing a premier baby care brand impacting millions of Indian families. This article explores the key aspects of Kunal Popat’s journey and contributions through the lens of R for Rabbit’s growth and innovation.

1. Entrepreneurial Origin and Founding of R for Rabbit

Kunal Popat, together with his wife Kinjal Popat, co-founded R for Rabbit in 2014 in Gujarat, India. The idea was born from their personal experience seeking safe, quality baby products for their newly born daughter. Frustrated with the lack of international safety certification and affordable prices in the Indian market, they envisioned a brand that could bridge this gap. Starting with a few baby gear products like strollers and cradles, the company emphasized quality, safety, and innovation from day one, setting the foundation for its ongoing success.

2. Visionary Leadership Driving Brand Growth

As the founder and CEO, Kunal Popat's leadership philosophy centers around sustainable, EBITDA-driven growth with a strong focus on customer loyalty. He believes in creating products that solve real parenting pain points and letting product quality and word-of-mouth referrals be the primary marketing drivers. Under his guidance, R for Rabbit has strategically avoided excessive spending on traditional advertisements, instead prioritizing ROI-driven activities, especially digital channels, to build a lasting relationship with parents.

3. Commitment to Safety, Quality, and Innovation

A core mantra of Kunal Popat’s vision for R for Rabbit has been the triad of Safety, Quality, and Innovation. The company meticulously adheres to international (US & European) safety certifications for its products. This commitment explains its pioneering introduction of several product categories in India, including car seats and electric cradles. Customers recognize the brand’s dedication to these pillars, which has generated trust even at premium pricing, affirming that the products offer excellent value.

4. Expansive Product Portfolio and Market Reach

Over the years, R for Rabbit’s portfolio has expanded to include over 300 SKUs spanning baby gear, ride-ons (bicycles, tricycles), nursery products, feeding accessories, baby diapers, skincare, and toys under its sub-brand Orapple. The company operates with a pan-India presence, serving more than 5 million parents, and maintains relationships with over 2000 offline channel partners. It successfully mixes online marketplaces with physical retail to maximize accessibility for diverse customer segments.

5. Digital-First and Omnichannel Marketing Approach

While R for Rabbit is often categorized as a direct-to-consumer brand, Kunal Popat emphasizes a hybrid marketing strategy. The brand leverages digital marketing effectively, ensuring customer engagement through social media, emails, and e-commerce platforms. Additionally, physical presence via store branding and collaborations enhances customer trust. Social media channels are used not just for sales but for community building, facilitating valuable parent interactions that inform ongoing product innovation.

6. Financial Growth and Funding Milestones

R for Rabbit has exhibited strong financial growth with a revenue compound annual growth rate exceeding 35% since fiscal year 2021. By FY25, the company’s annual run rate surpassed $30 million (approx. INR 225 crore). The brand has successfully raised about $27 million in Series B funding led by Filter Capital and 3one4 Capital in 2025, facilitating product innovation, scaling operations, and expanding distribution. Earlier, it secured funding from Xponentia Capital, enabling it to solidify its foothold in the growing baby care market.

7. Challenges Overcome: Supply Chain and Market Education

Like many startups, R for Rabbit faced challenges related to supply chain disruptions during the COVID-19 pandemic, impacting inventory and logistics. Furthermore, building awareness about baby product safety and convincing Indian parents to trust and invest in premium baby gear was initially challenging. Kunal and Kinjal Popat’s efforts in educating the market about safety standards and product benefits have gradually shifted consumer behavior towards more quality-conscious purchases.

8. CSR and Social Initiatives

Under Kunal Popat’s leadership, R for Rabbit is not only a business but also a socially responsible organization. The company runs impactful campaigns like Child Road Safety and offers support through corporate social responsibility programs. For instance, R for Rabbit’s strollers are now available for parents visiting the Statue of Unity, enhancing parenting comfort during outings. These efforts reflect the company’s commitment to creating meaningful societal impact beyond commercial success.

9. Recognition and Industry Influence

R for Rabbit’s dedication to delivering safe, premium baby products earned it accolades such as the Times of India’s Most Valued Mother & Child Brands Award in 2020-21 powered by Femina. Kunal Popat’s leadership has been recognized in various business and industry forums, with extensive media coverage highlighting the company’s innovative approach and rapid growth. The brand is among the top five baby commerce companies in India, trusted by millions and steadily carving out category leadership.

10. Future Prospects and Vision

Looking ahead, Kunal Popat envisions R for Rabbit as the “Amazing Baby Company” that continues to be top-of-mind for parents across product categories. The company plans to expand further into consumables like baby care and feeding products, leveraging deep consumer insights and research-driven innovation. The upcoming growth phase will emphasize omnichannel distribution, enhanced digital engagement, and sustained product excellence to meet evolving parental needs in India.

Conclusion

Kunal Popat’s journey from a concerned father to a visionary CEO exemplifies entrepreneurial excellence fueled by empathy and innovation. Co-founding R for Rabbit with a mission to offer safe, affordable, and pioneering baby products, he has shaped a brand that resonates deeply with modern Indian parents. The company’s rapid growth, robust product range, and digital-savvy marketing under his leadership have made R for Rabbit a benchmark in the baby care industry. As the brand gears up for its next growth chapter, Kunal Popat’s story inspires a broader dialogue about combining personal insight with business acumen to drive impactful change. Whether you are a new parent, aspiring entrepreneur, or consumer, the R for Rabbit story under Kunal’s stewardship invites curiosity about the future of parenting solutions in India.