In India, the first 1,000 days of a child’s life are often recognized for their importance in nutrition, brain development, and immunity. However, one area that remains critically overlooked is infant skin health. Recognizing this gap, Dr. Sonali Kohli, a board-certified dermatologist, co-founded EDA Baby & Child to develop India’s first clinically validated child wellness skincare ecosystem.
Why EDA Was Born
- Global products fall short for Indian needs
During the COVID-19 pandemic, Dr. Kohli discovered the limitations of international baby skincare brands. These products, often built for Western climates and skin types, didn’t address the unique environmental and genetic conditions that Indian babies are exposed to. - Baby skin is biologically different
Indian infants have skin that is 40% thinner than adults, making it highly vulnerable to allergens, pollutants, and pH imbalances—especially in India’s hard water and variable climates.
EDA’s Clinical, Culture-Aware Approach
- In-depth research across Indian climates
Dr. Kohli spent two years studying baby skin responses across India’s diverse microclimates—from Kerala’s humid coast to North India’s dry winters. - Barrier-enhancing, pH-balanced skincare
EDA’s products are ceramide-rich and tailored for Indian baby skin, focusing on skin barrier health, hydration, and environmental resistance. - AM-PM Skincare Regimen
EDA’s routine aligns with the skin’s circadian rhythm, offering:- Morning care: cleansing + protection
- Night care: repair + nourishment
- Tradition meets science
EDA’s bath oil replaces traditional massage oil, blending deep nourishment with cleansing action, adapting Indian cultural practices with modern dermatological insights.
Smart Packaging That Builds Trust
- Rohan Rai, co-founder and packaging expert, ensures that EDA’s packaging is as thoughtful as its formulations:
- Smart dosage pump dispenses exactly 2.5ml, reducing waste by 43%
- Packaging is FSC-certified, PCR-based, and 100% recyclable
- A medical-grade, premium design enhances trust in pharmacies and clinics
- User-led growth
Over 60% of early sales came through organic word-of-mouth on WhatsApp groups, driven by unboxing experiences and visible trust in design.
Building Credibility from the Clinic Outward
- EDA is not a D2C-first brand. It has scaled by winning trust among medical professionals.
- Pediatric dermatologists recommending EDA lead to 4x higher customer lifetime value.
- Sales are distributed via:
- 40% through its website
- 35% on Amazon, reaching Tier 2 & 3 cities
- 10+ offline stores and pharmacy chains in just four months
Disrupting a ₹8,000 Crore Market
India’s child wellness sector is growing at 14–15% CAGR, valued at around ₹8,000 crore. EDA positions itself not as an alternative, but as a category-defining brand.
- Competing with:
- Mass-market brands lacking clinical roots
- Global brands lacking local relevance
- Despite premium pricing, EDA’s products are 4x more concentrated, resulting in a 30% lower cost-per-use
- A repeat purchase rate of 89% confirms customer trust and effectiveness
Beyond Skincare: A Holistic Wellness Vision
EDA plans to evolve into an integrated pediatric wellness platform, with upcoming categories including:
- Oral hygiene
- Nutrition supplements
- Teenage skincare
To ensure transparency and safety, EDA is investing in QR-code based traceability for batch authentication, expiry tracking, and environmental impact disclosures.