Your baby’s skincare might be doing more harm than good. This dermatologist-founded startup is fixing that

In India, the first 1,000 days of a child’s life are rightly viewed as critical to nutrition, brain development, and immunity. But one equally essential area often goes overlooked: skin health.

For millions of Indian parents, the daily routine of massaging, bathing, and moisturising newborns has remained unchanged for generations. Yet, the products they use are often poorly suited for Indian skin, water, and climate.

Dr. Sonali Kohli, ( a board-certified dermatologist with over a decade of experience with handling skin ), first encountered this gap not just in her clinic, but in her own home.

“When I first held my newborn during the COVID-19 pandemic,” she recalls, “I was surrounded by global skincare products designed for temperate climates and Caucasian skin types. I couldn’t find anything that understood the Indian context.”

This frustration became the founding insight behind EDA Baby & Child, a dermatology-led skincare startup that wants to revolutionise how Indian parents think about baby skincare. What began as a personal need has now grown into a science-first consumer brand with a clear mission: to build India’s first clinically validated, complete child wellness ecosystem.

Solving the cracks in the international formula

There’s no doubt the global baby skincare market is booming—expected to reach $20.3 billion by 2031, according to Transparency Market Research—but Indian parents are beginning to question the dominance of international brands.

“Parents were spending thousands on imported creams,” says Dr. Kohli, “but still showing up in my clinic with cases of eczema, irritation, and chronic dryness.”

The underlying issue? Indian babies are fundamentally different ( in their genetics and environmental exposure). Baby skin barrier is 40% thinner than adults and far more permeable to pollutants, allergens, and pH imbalance from hard water or harsh soaps. And beyond biology, the everyday environmental stressors in Indian cities—dust, heat, varying humidity—require tailored skincare solutions.

Through her clinical practice, Dr. Kohli observed that global formulations, though well-researched for Western environments, were inadequate in India.

“International brands can many a times overlook the differences in Indian skin genetic predisposition, melanin levels, and our water’s mineral composition,” she explains.

To build EDA, she spent two years studying baby skin reactions and rashes across India’s micro-climates—from the humid coastlines of Kerala to the dry winters of North India. The result is a line of ceramide-rich, barrier enhancing, pH-balanced formulations engineered for Indian skin.

EDA’s AM-PM regimen

Co-founded by Dr. Kohli and her husband Rohan Rai, who brings 15 years of experience in pharmaceutical packaging, EDA Baby & Child blends clinical rigor with operational expertise.

At the core of its offering is the AM-PM skincare regimen, which respects the circadian rhythm of the skin. Morning routines center on cleansing and protection, while night routines emphasize repair and barrier restoration. Every formulation uses globally sourced ingredients, but is tested under Indian conditions for maximum relevance.

Even product formats reflect this intersection of science and cultural practices. “Take our bath oil,” says Dr. Kohli. “It replaces traditional massage oil by combining deep nourishment with cleansing properties. It bridges modern hygiene needs with the Indian massage tradition.”

Each product goes through a minimum 18–24 month development cycle, including clinical testing for reactivity, moisture retention, and epidermal barrier performance.

“Most brands skip these steps,” she notes. “But in dermatology, cutting corners can lead to lifelong skin issues.”

While Dr. Kohli leads formulation, Rohan Rai has turned packaging into a strategic differentiator. “Sustainable packaging isn't just environmental—it’s clinical,” he says.

Their Smart Dosage pump dispenses 2.5ml per use—just the right amount for infant skin. This has led to a 43% reduction in product waste, and more importantly, reduces skin irritation from over-application.

Packaging also plays a role in early customer trust. “Our design looks medical-grade but still premium,” Rai explains. “It stands out in pharmacies, where trust is everything.” Their packaging is PCR-based, FSC-certified, and fully recyclable, including pumps, tubes, and labels.

In fact, over 60% of early sales came from parents sharing photos of the products in WhatsApp groups—not paid campaigns. “The unboxing experience became an unintentional acquisition channel,” Rai adds.

Unlike D2C-first brands that struggle for credibility in clinical spaces, EDA has carved a niche by building from the clinic outward.

“Medical recommendations are our most valuable channel,” Dr. Kohli shares. “When a pediatric dermatologist prescribes our product, it has 4x higher customer lifetime value than any other channel.”

Today, 40% of EDA’s sales come from its website, while 35% flows through Amazon, reaching Tier 2 and Tier 3 cities. EDA is also expanding offline, with placements in 10+ premium baby stores and pharmacy chains across four cities, all within just four months of launch. The brand’s strategic omni-channel model allows it to combine credibility of clinical recommendation with scalable logistics and consumer accessibility.

Scaling in an Rs 8,000 crore market

India’s child wellness market is valued at Rs 8,000 crore (approx. $950 million) and growing at 14–15% CAGR, according to IMARC Group. But EDA is not merely angling for a slice—it’s building a category.

Their approach challenges both ends of the spectrum: mass-market baby brands with weak clinical credentials and global giants that lack local relevance.

“Indian parents today are educated and aware also willing to pay a premium for efficacy,” says Kohli. “Our research shows 82% of urban parents prioritize product safety and science over price.”

While EDA’s products are relatively priced higher than traditional baby care options, they’re also 4x more concentrated, bringing the cost-per-use down by 30%. “Our repeat purchase rate of 89% validates this approach,” he says.

Beyond skincare

As EDA’s founders said, they aren’t stopping with skin. “In my practice, I’ve seen how oral health, nutrition, and hormones all show up on the skin,” Dr. Kohli explains. “We’re building toward an integrated pediatric wellness platform.”

That includes new product lines for oral hygiene, supplements, and eventually teenage skincare. Everything will remain rooted in medical science, tested under Indian conditions, and packaged sustainably.

Meanwhile, the startup is investing in QR-based traceability, allowing parents to verify product batch quality, expiry, and environmental impact—building a layer of transparency and anti-counterfeit protection rare in Indian consumer brands.

In a category long dominated by legacy players and international names, EDA Baby & Child is aiming to create a new benchmark for efficacy, safety, and local relevance.

“In India, there’s a tradition of caring for babies with utmost care and love,” says Dr. Kohli. “At EDA, we just want to match that love with science.”