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This homegrown brand promises to be your one-stop baby products shop



One of the perks of being a parent is dressing up our wee tots, as well as decorating their beds, rooms and other paraphernalia. And this pleasure only increases when we support a homegrown business in the process.

Delhi-based Baby Jalebi is one such Indian label that designs and sells everything to do with babies – from clothes to bibs, diaper bags to bedding. Founded by Gunia Chopra and Rati Nehra in 2015, the label has been spotted on many celebrity mums and dads, including the likes of Sania Mirza, Kareena Kapoor, Dia Mirza, Kalki Koechlin, Soha Ali Khan, and a host of others.

“’When we became pregnant with our children and were doing up our baby nurseries and looking for baby essentials, we realised there were no high end quality products that were available in India. We also wondered why Indians were so sceptical about made in India products?! We wanted to change this mentality by offering high quality baby products that were made in India for India,” explain the founders as they speak to YS Weekender.

Kalko Koechlin with Baby Jalebi crib

The beginning

Gunia and Rati were childhood friends who later became sisters-in-law. Gunia’s family has been in the furnishing and accessories export and manufacturing business for over 30 years, supplying to some of the most well-known brands across the globe. Rati worked with luxury brands before launching her own jewellery line.

When they became new parents, they realised the immense potential of a baby care product brand, made and marketed in India. They began by participating in several exhibitions in Delhi-NCR, where they received positive response and feedback. Soon after, they launched their website in July 2015 to cater to a pan-India clientele.

“We didn’t want to limit ourselves to just one city or store. We wanted everyone to have access to our collection. And it worked! Within five minutes of launching our website, we had three orders from Tamil Nadu And Kerala,” says Gunia.

With their registered office in Delhi and their manufacturing unit and offices in Gurugram, Baby Jalebi also ships across the globe. Customers reach out to them through their dedicated customer care line to place orders.

“At Baby Jalebi, we want to provide the best for your baby. We design, manufacture and market all our products ourselves. As a completely Made in India brand, we want people to feel proud of using Indian high-quality products. New parents from our generation have access to so much information, and they don’t want to compromise on products for their child. Watching the brand’s growth over the last few years has been incredibly inspiring and keeps us going. We love receiving customer photos and feedback!” shares Rati.

The name too has an interesting story. On becoming a new mom, Rati realised that parenting makes you feel an immense amount of love but also has you whirling around in spirals. Hence, Baby Jalebi was the perfect representation of the sweet, all-consuming love parents experience in those first few months.

What’s on offer

Baby Jalebi started by making only baby beds and bedding. Over the years, they expanded their product range to cover everything needed for the child’s first few years. This includes diaper bags, changing stations and caddies, new-born essentials like bibs, swaddles, burp cloths, bassinets, kids backpacks, storage bags and play mats. In 2020, they launched kids’ face masks and their most recent launch is ‘Boondi’ – a clothing line for children between the ages of 0-3 years.

“We launch new collections thrice a year across almost all our product categories. Our latest clothing collection was launched in November 2021, and it came purely on the basis of customer demand! So many of our customers and social media followers have requested us to make baby clothing, since the launch of our brand,” exclaims Gunia.

Rati adds, “We wanted to launch a clothing line for babies which was comfortable and yet in keeping with our aesthetic. The product we are most proud of are our Snugs. We call them playwear, and they can be personalised with your child’s name.”

All the products are designed and manufactured in-house at their facility in Gurugram. The team is constantly working on innovating new products and uses customer feedback to improve their existing range.

The primary mode of retail is their website. Last year, they ventured on to Amazon and this year, plan to expand to more ecommerce marketplaces like FirstCry. Prices of the products range from Rs 600 for a set of 5 kids’ face masks and go up to Rs 14,700 for their complete cot bedding sets.

Word of mouth is their best advertisement. They have seen constant growth in terms of followers on Instagram – where they are now close to 270k followers – and Facebook. The founders proudly share that their customers keep coming back to purchase products as their babies grow, and also enjoy gifting their products to other parents. 

Highlighting that parents are now extremely conscious about what goes into the products that are being used for their babies, Baby Jalebi’s baby bedding is made with GOTS certified organic cotton and their bags are designed keeping style and functionality in mind.

Story of growth

According to a recent report published on, India’s baby care products market is projected to grow at a CAGR of 14.02 percent during 2020 – 2025. Despite various challenges, the report claims there is huge potential in the Indian baby care market. Consumers are highly inclined towards investing in these categories, and are stringent about the products they buy for their children. Hence, Baby Jalebi is set to be a strong market player.

The brand started with a small amount of seed capital of Rs 5 lakhs each, which both partners contributed to individually. They describe their growth as being ‘explosive’. The first two years since inception saw a 150 percent growth in their sale volumes and bottom line year on year. Since then, they have continued to double their rate of growth every year.

“We now hope to catapult the brand into a more serious growth phase over the next two years by leveraging new points of sales, quicker deliveries through warehouse partnerships and additions to our core product lines,” says Gunia.

The growth is also evident from the number of celebrities seen flaunting their products. Celeb moms spotted with their gear include Sameera Reddy, Bruna Abdullah, Sunny Leone, and Lasya Manjunath, among others. Sophie Choudhary and Hina Khan have also chosen their products as gifting options for close friends and family members.

Rati ends the conversation with, “Like our most important customers – babies – ours is a story that continues to grow and delight. We work hard as a team to scale and learn new skills. The world and our customers are our teachers and we are constantly learning and working towards improving. This journey of growth and evolution is most important to us. As every parent would agree when speaking about their own babies – the best is always yet to come!”

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Cyber Monday shopping expected to set record but annual growth has slowed | Adobe



Cyber Monday shopping sales hit at least $6.3 billion through part of the day in the U.S. today, according to the latest online shopping data from Adobe Analytics.

It’s not unusual for Cyber Monday and Black Friday online shopping results to break records, but it this economic climate it’s encouraging to see it happen. Still, growth has slowed from 2021 and 2020 holiday seasons.

Consumers spent $6.3 billion up through 3:00 pm Pacific time for Cyber Monday. Adobe expects that when the final tally is in, consumers will spend between $11.2 billion and $11.6 billion for the day, making Cyber Monday the biggest online shopping day of the year (and of all time).

Today, the top 15 hot sellers (not in ranked order) have included Legos, Hatchimals, Disney Encanto, Pokémon cards, Bluey, Dyson products, strollers, Apple Watches, drones, and digital cameras. Gaming consoles also remain popular, along with games including Mario Party, FIFA 23, Madden 23 and Call of Duty: Modern Warfare II.

Over the past weekend, the top sellers were included Hot Wheels, Cocomelon, Bluey, Disney Encanto, L.O.L. Surprise dolls, Roblox, and Fortnite in the toys category. Nintendo Switch, Xbox Series X and PlayStation 5 remain the top selling gaming consoles, with popular games including FIFA 23, God of War Ragnarök, Call of Duty: Modern Warfare II, Madden 23, and NBA 2k23. Other hot sellers included Apple iPads, Apple MacBooks, digital cameras, Roku devices, drones, gift cards and Instapots.

Black Friday online shopping sales were $9.12 billion, up 2.3% from a year ago, and Thanksgiving itself came in at $5.29 billion, up 2.9% from a year ago. Those were above Adobe’s projections. Last year, consumers spent $10.7 billion on Cyber Monday.

Strong consumer spend has been driven by net-new demand, and not just higher prices. The Adobe Digital Price Index, which tracks online prices across 18 product categories (complements the Bureau of Labor Statistics’ Consumer Price Index, which also includes prices for offline only products and services like gasoline and rent) shows that prices online have been nearly flat in recent months (down 0.7% YoY in October 2022).

Adobe Analytics says Cyber Monday will set a record.

Adobe’s numbers are not adjusted for inflation, but if online inflation were factored in, there would still be growth in underlying consumer demand, the company said.

On a category basis, toys were a major growth driver in the days leading up to Cyber Monday, with online sales up 452% over the average day in October 2022. Appliances (up 305%) and baby/toddler products (up 289%) also saw strong demand, in addition to electronics (up 276%) and apparel (up 258%).

Shoppers will find record discounts today for computers (peaking at 27% off listed price). Deals will also be found in nearly all categories tracked, including apparel (19%), toys (33%), electronics (25%), sporting goods (16%), televisions (15%), and furniture (11%). Those looking to buy an appliance should consider waiting until Thursday (December 1), when discounts are set to peak at 18% on average.

Weekend spending remained strong

Consumers spent over a Black Friday’s worth of ecommerce over the weekend at $9.55 billion, up 4.4% YoY ($4.59 billion on November 26, up 2.6% YoY / $4.96 billion on November, up 6.1% YoY). Season-to-date (November 1 to November 27), consumers have spent a total of $96.42 billion online, up 2.1% YoY.

And while the big days (Thanksgiving Day, Black Friday) have reached new heights, consumers spent at record levels all season. Since November 1, shoppers spent over $2 billion every single day, with 19 days above $3 billion in online spend. Broad, early discounts were the main drivers for the shift in consumer spending.

“Shoppers have seen massive discounts this past week, which is the exact opposite situation from last season when supply chain constraints kept prices elevated,” said Vivek Pandya, lead analyst at Adobe Digital Insights, in a statement. “While discounting will have an impact on margins for retailers, it is also driving a level of demand that can help brands build long-term loyalty and net some short-term gains.”

Additional Adobe Analytics Insights

Over the weekend, online sales of toys were up 383% (compared to average daily sales for the category in October 2022), with baby toys seeing strong demand (up 252%). Other categories that surged over the weekend include jewelry (up 230%), sporting goods (up 239%), and apparel (up 217%).

With online spending hitting new records and inflation impacting consumers, flexible payments have become a big story this season. In the last week (November 21 to November 27), “buy now, pay later” orders have risen 68% and revenue has increased 72%, when compared to the week prior.

Over the weekend, smartphones drove over half of online sales for the first time (52%, up from 48% last year). Adobe expects mobile shopping to dip on Cyber Monday however, based on historical trends. Many people are back at work and using laptops, which will be the preferred device for shopping online.

Forecast for Cyber Week

Adobe expects Cyber Week (the five days from Thanksgiving Day through Cyber Monday) to generate $34.8 billion in online spend, up 2.8% YoY, and represent 16.3% share of the full November through December holiday season.

Cyber Monday is expected to remain the season’s and year’s biggest online shopping day, bringing in between $11.2 billion and $11.6 billion. Black Friday generated a record $9.12 billion in online spend, up 2.3% YoY, while Thanksgiving brought $5.29 billion in online spend, up 2.9% YoY.

Adobe analyzes direct consumer transactions online. The analysis covers over one trillion visits to U.S. retail sites, 100 million SKUs, and 18 product categories.

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Snowflake 101: 5 ways to build a secure data cloud 



Today, Snowflake is the favorite for all things data. The company started as a simple data warehouse platform a decade ago but has since evolved into an all-encompassing data cloud supporting a wide range of workloads, including that of a data lake

More than 6,000 enterprises currently trust Snowflake to handle their data workloads and produce insights and applications for business growth. They jointly have more than 250 petabytes of data on the data cloud, with more than 515 million data workloads running each day.

Now, when the scale is this big, cybersecurity concerns are bound to come across. Snowflake recognizes this and offers scalable security and access control features that ensure the highest levels of security for not only accounts and users but also the data they store. However, organizations can miss out on certain basics, leaving data clouds partially secure. 

Here are some quick tips to fill these gaps and build a secure enterprise data cloud.


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1. Make your connection secure

First of all, all organizations using Snowflake, regardless of size, should focus on using secured networks and SSL/TLS protocols to prevent network-level threats. According to Matt Vogt, VP for global solution architecture at Immuta, a good way to start would be connecting to Snowflake over a private IP address using cloud service providers’ private connectivity such as AWS PrivateLink or Azure Private Link. This will create private VPC endpoints that allow direct, secure connectivity between your AWS/Azure VPCs and the Snowflake VPC without traversing the public Internet. In addition to this, network access controls, such as IP filtering, can also be used for third-party integrations, further strengthening security.

2. Protect source data

While Snowflake offers multiple layers of protection – like time travel and fail-safe – for data that has already been ingested, these tools cannot help if the source data itself is missing, corrupted or compromised (like malicious encrypted for ransom) in any way. This kind of issue, as Clumio’s VP of product Chadd Kenney suggests, can only be addressed by adopting measures to protect the data when it is resident in an object storage repository such as Amazon S3 – before ingest. Further, to protect against logical deletes, it is advisable to maintain continuous, immutable, and preferably air-gapped backups that are instantly recoverable into Snowpipe.

3. Consider SCIM with multi-factor authentication

Enterprises should use SCIM (system for cross-domain identity management) to help facilitate automated provisioning and management of user identities and groups (i.e. roles used for authorizing access to objects like tables, views, and functions) in Snowflake. This makes user data more secure and simplifies the user experience by reducing the role of local system accounts. Plus, by using SCIM where possible, enterprises will also get the option to configure SCIM providers to synchronize users and roles with active directory users and groups.

On top of this, enterprises also should use multi-factor authentication to set up an additional layer of security. Depending on the interface used, such as client applications using drivers, Snowflake UI, or Snowpipe, the platform can support multiple authentication methods, including username/password, OAuth, keypair, external browser, federated authentication using SAML and Okta native authentication. If there’s support for multiple methods, the company recommends giving top preference to OAuth (either snowflake OAuth or external OAuth) followed by external browser authentication and Okta native authentication and key pair authentication.

4. Column-level access control

Organizations should use Snowflake’s dynamic data masking and external tokenization capabilities to restrict certain users’ access to sensitive information in certain columns. For instance, dynamic data masking, which can dynamically obfuscate column data based on who’s querying it, can be used to restrict the visibility of columns based on the user’s country, like a U.S. employee can only view the U.S. order data, while French employees can only view order data from France.

Both features are pretty effective, but they use masking policies to work. To make the most of it, organizations should first determine whether they want to centralize masking policy management or decentralize it to individual database-owning teams, depending on their needs. Plus, they would also have to use invoker_role() in policy conditions to enable unauthorized users to view aggregate data on protected columns while keeping individual data hidden.

5. Implement a unified audit model

Finally, organizations should not forget to implement a unified audit model to ensure transparency of the policies being implemented. This will help them actively monitor policy changes, like who created what policy that granted user X or group Y access to certain data, and is as critical as monitoring query and data access patterns. 

To view account usage patterns, use system-defined, read-only shared database named SNOWFLAKE. It has a schema named ACCOUNT_USAGE containing views that provide access to one year of audit logs.

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WhatsApp rolls out new ‘Message Yourself’ feature globally • TechCrunch



To get a roundup of TechCrunch’s biggest and most important stories delivered to your inbox every day at 3 p.m. PDT, subscribe here.

We’re joining the Cyber Monday fun with 25% off annual subscriptions to TechCrunch+ content and analysis starting today until Wednesday, November 30. Plus, today only, get 50% off tickets to discover the vast unknown and attend TechCrunch Sessions: Space in Los Angeles!

Okay, we haven’t done a newsletter since Wednesday, and while the U.S. team was chillin’ like villains, the rest of the team was hard at work, so here’s some of the highlights from the last half-week of TechCrunchy goodness! — Christine and Haje

The TechCrunch Top 3

  • Talking to yourself just went digital: Instead of having that internal monologue stay in your head, now you can play out all of your thoughts to yourself in WhatsApp, Jagmeet writes. The messaging platform began rolling out an easier way to talk to yourself today after completing beta testing.
  • Great Wall of porn: That’s how Rita and Catherine describe the bot surge in China that is making it difficult to get any legitimate Twitter search results when trying to find out something about Chinese cities. Why, you ask? Rita writes that “the surge in such bot content coincides with an unprecedented wave of (COVID) protests that have swept across major Chinese cities and universities over the weekend.”
  • Your calendar, only more productive: Get ready for your calendar to be more than just a place to record things you have to do that day. Romain writes about Amie, a startup that grabbed $7 million to link your unscheduled to-do list with your calendar. The app also enables users to be social with coworkers.

Startups and VC

Dubai-based mass transit and shared mobility services provider SWVL has carried out its second round of layoffs, affecting 50% of its remaining headcount, Tage reports. The news is coming six months after SWVL laid off 32% (over 400 employees) of its workforce in a “portfolio optimization program” effort geared toward achieving positive cash flow next year.

There’s a couple of new funds in town, too! Harri reports that Early Light Ventures plots a second, $15 million fund for software ‘underdogs,’ while Mike writes that BackingMinds raises a new €50 million fund to fund normally overlooked entrepreneurs. He also writes about Pact, an all-women led VC for mission-driven startups, backed by Anne Hathaway.

And we have five more for you:

Lessons for raising $10M without giving up a board seat

Blackboard showing soccer strategy

Image Credits: Ihor Reshetniak (opens in a new window) / Getty Images

Over the last two years, intelligent calendar platform raised $10 million “using a more incremental approach,” writes co-founder Henry Shapiro.

“We’ve done all this without giving up a single board seat, and Reclaim employees continue to own over two-thirds of the company’s equity,” rejecting conventional wisdom that founders should “raise as much as you can as fast as you can.”

In a TC+ post, Shapiro reviews the process they used to identify follow-on investors, shares the email template used to pitch the SAFE, and explains why “a larger cap table means more founder control.”

Three more from the TC+ team:

TechCrunch+ is our membership program that helps founders and startup teams get ahead of the pack. You can sign up here. Use code “DC” for a 15% discount on an annual subscription!

Big Tech Inc.

Amazon’s recent cost-cutting measures seem to be affecting more than just its delivery business. Manish writes that the company is shutting down its wholesale distribution business, called Amazon Distribution, in India. Amazon had started this unit to help neighborhood stores secure inventory. The company didn’t say why it was closing this particular business down, but Manish notes that this is the third such Amazon unit to be shuttered in India.

Meanwhile, Natasha L reports that Meta has gotten itself into trouble again with the European Union’s General Data Protection Regulation (aka, the agency that regulates data protection). Facebook’s parent company is being hit with $275 million in penalties for what the agency said was breaches in data protection that resulted in some 530 million users’ personal information being leaked.

Now enjoy six more:

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