Revolutionizing Baby Bottle Care: A Breakthrough Innovation

Industry: Baby Care

Client: Medical Professional

The Challenge

Our client developed a first-of-its-kind smart machine that automates baby bottle cleaning, sterilization, and drying. Going beyond conventional sterilizers, this advanced device features an integrated app that dispenses formula milk at the desired time and quantity. Additionally, it tracks the baby’s milk consumption and alerts parents if intake declines over consecutive days.

However, being a pioneering innovation in India, the client was concerned about consumer acceptance and pricing sensitivity. The key question: Would parents embrace this premium solution, and what price points would they be willing to pay?

Our Approach

To address these concerns, we designed a two-step research methodology:

1. Qualitative In-Depth Interviews (IDIs): Conducted in Chennai and Bangalore to understand current bottle-cleaning practices, sterilization methods, and the role of existing steam-based sterilizers.

2. Quantitative Study: A large-scale survey across 11 Tier 1, 2, and 3 cities, covering 300 respondents to gauge consumer sentiment across different demographics.

Key Insights & Impact

Our research revealed that while parents appreciated the multi-utility functionality of the product, pricing emerged as a significant barrier. The study provided valuable strategic insights, leading to key takeaways for the client:

• High Consumer Interest: The innovative concept was well-received, with strong appeal among urban parents looking for convenience.

• Price Sensitivity: The premium pricing was a hurdle, prompting the need for alternative business models.

• Flexible Business Models: Exploring rental options, subscription plans, or a refundable deposit scheme could encourage adoption without a high upfront cost.

Outcome

By leveraging these insights, the client refined their market approach, considering alternative pricing structures to make the product more accessible. The study not only validated the product's appeal but also unlocked new opportunities for customer acquisition and long-term business sustainability.

Helping Innovators Understand Their Market—One Insight at a Time.