In the bustling entrepreneurial landscape of Kolkata, Ruchi Jain and Akash Jain stand out as a dynamic duo redefining parenting solutions. Their journey from financial setbacks to building a thriving business is an inspiring tale of resilience, innovation, and teamwork. The founders of Butt Baby, a baby carrier brand launched in 2021, have crossed Rs 10 Cr+ in sales and are now introducing a revolutionary travel solution—the Sit-&-Go Luggage Carrier—tailored for parents. From a single employee to a workforce of over 80, the couple is setting new benchmarks in spouse-led businesses.
How did you get into this business?
“As parents, we encountered the daily challenge of carrying our children comfortably. After facing losses in our previous ventures, we were in a difficult financial position. With just ₹5 lakh in loans, we launched this venture, driven by the urge to create innovative, problem-solving products that simplify parenting. We started small, but with perseverance, we built a brand that parents trust today.”
Read our story on their launch
Memories from the Initial Journey
“The baby carrier industry existed, but there was little awareness about high-quality, functional carriers. The market was dominated by cheap imports and outdated designs that children quickly outgrow. Recognizing this gap, we decided to manufacture in-house and introduced our ergonomic hip-seat carrier, which supports children up to 18 kg.
In the early days, professional marketing was a luxury we couldn’t afford. So, we leveraged creativity—using comic illustrations and featuring my husband and kids as models. It took 1.5 years to perfect our first product, and by then, we had already cultivated a community of 80,000 engaged followers. We started with just two units a day and one employee in our apartment. Today, we operate from a 10,000 sq. ft. office and factory, producing over 150 units daily. Despite being bootstrapped, we have been profitable from day one, prioritizing sustainable growth over revenue-chasing.”
What’s New with Your Latest Product?
“After the success of Butt Baby, we tackled another major parenting challenge—traveling with kids. Parents struggle to manage luggage while handling tired, restless toddlers. Our solution? The Butt Baby Sit-&-Go Luggage Carrier—a suitcase and baby carrier in one. It allows children to sit and ride effortlessly while parents move with ease. Compact and cabin-friendly, it eliminates the hassle of leaving strollers behind at airport gates. To celebrate its launch, we are offering a 30% discount with code HOT30.”
Are Parents Really Looking for These Kinds of Solutions?
“Yes, modern parents are more mobile and looking for smart, multi-functional products to balance work, travel, and family life. The traditional joint family setup that provided much-needed support, especially for working mothers, is fading. With nuclear families and dual-income households on the rise, the need for convenient, problem-solving parenting tools has never been greater. Our products align perfectly with this trend.”
How Have New Technologies and Social Media Influenced Your Business?
“Social media has been a game-changer for us. It allowed us to create awareness and build a loyal community even before launching our product. By leveraging engaging content and real parent testimonials, we built trust without heavy ad spending. Today, digital marketing and e-commerce drive 98% of our sales, helping us compete with well-established brands.”
Are You Open to Institutional Collaborations?
“Yes, we are open to strategic partnerships that align with our vision. If the right mentor or collaboration opportunity comes along, we would love to explore it.”
Future Plans
“Our focus remains on expanding our product range with innovative, problem-solving parenting essentials. Our mission is to simplify parenting through high-quality, functional, and affordable solutions.”
Concluding Thoughts
“The rise of spouse-led businesses highlights how shared responsibilities and decision-making can lead to success. Our journey is a testament to this, and we hope to inspire more couples to embark on entrepreneurial ventures together.”
The inspiring story of Ruchi and Akash Jain exemplifies how determination, innovation, and a keen understanding of market needs can transform challenges into triumphs. With Butt Baby and Sit-&-Go, they continue to make parenting easier—one product at a time.
