R for Rabbit
Overview
R for Rabbit is a prominent Indian brand specializing in baby care products. It was founded in 2014 by Kunal Popat and Kinjal Popat and is headquartered in Ahmedabad, Gujarat. Since its inception, the company has established a strong presence in the baby products market by offering a diverse range of items including strollers, car seats, and feeding accessories. With a focus on providing quality products that ensure child safety, R for Rabbit has managed to raise significant capital, including a notable Series B funding round in 2025 where it secured $27 million to fuel further expansion and innovation.
Recent Developments
- August 2025: R for Rabbit raised $27 million in a Series B funding round co-led by Filter Capital and 3one4 Capital. This round marked the exit of an early investor, Xponentia Capital. The funds are earmarked for scaling operations, expanding distribution networks, innovating products, and advancing digital initiatives.
- March 2025: The company achieved an annual revenue run rate exceeding $30 million and is becoming a leader in the premium baby care market.
- December 2024: Launched a campaign featuring "Feather Diapers" which introduced advanced diaper technology aimed at modern parents. The campaign was creatively driven by AI and showcased on various platforms.
- April 2024: Partnered with Jeep India for a social campaign titled #ChildSafetyMatters, underscoring the importance of child safety during road travel.
- FY24: R for Rabbit reported a yearly revenue of ₹170 crore with a net profit of ₹2.21 crore, reflecting a growth of 31% over the previous year.
- March 2022: Concluded a pre-Series B funding round led by Negen Capital.
Company Information
| Attribute | Information |
|---|---|
| Founding Date | 2014 |
| Headquarters | Ahmedabad, Gujarat, India |
| Founders | Kunal Popat, Kinjal Popat |
| Revenue | ₹170 crore (FY24) |
| Profits | ₹2.21 crore (FY24) |
| Key Investors | Filter Capital, 3one4 Capital, Xponentia Capital |
| Industry | Baby Products |
| Number of Employees | 78 (as of September 2024) |
Early History
R for Rabbit was founded in 2014 by Kunal Popat and Kinjal Popat, driven by the personal experiences they faced while searching for safe and quality baby products for their own child. Initially starting with baby gear products, the company gradually expanded its product line to include a wide range of baby care items. The founders utilized their insights as parents to bridge gaps in the market, focusing on safety and functionality, which resonated well with their target audience. Over the years, R for Rabbit has become synonymous with trust and quality in the Indian baby products market.
Company Profile and Achievements
R for Rabbit's business model focuses on creating a comprehensive range of baby care products that prioritize safety and aesthetic design. Key achievements include:
- 2014-2018: Successfully expanded its product portfolio to include over 500 products.
- 2020: Recognized by the Times of India as a "Most Valued Mother & Child Brand," highlighting its commitment to quality and customer satisfaction.
- 2021: Secured significant funding from Xponentia Capital to enhance distribution and develop new product categories.
- 2022: Introduced the "Pure & Beyond" line of organic baby care products.
- 2025: Achieved a strong Net Promoter Score of 80+, indicating high customer satisfaction and loyalty.
Current Operations and Market Position
R for Rabbit continues to be a leader in the D2C baby products market in India, with an extensive distribution network that includes over 2,000 offline partners while maintaining a robust online presence. The company's focus on innovation and meeting consumer demands has reinforced its position in the premium segment of the baby care industry. Strategic initiatives include expanding its omnichannel distribution, advancing product innovation, and leveraging digital marketing to enhance customer engagement.
Conclusion
R for Rabbit has established itself as a trusted brand in the baby products industry, known for its quality, safety, and innovative product offerings. With its recent capital influx, the company is poised to continue its growth trajectory by expanding its market presence and enriching its product portfolio. As India's baby care market continues to grow, R for Rabbit's commitment to excellence positions it well to capture an increasing share of this dynamic market.