Timios disrupts Indian baby food market with ‘made on-demand’ baby porridges

Timios, a start-up offering age-appropriate foods through online platforms, is disrupting the Indian baby food sector with its ‘made to order’ production and distribution model. The toddler and infant snacks manufacturer recently entered the baby meals category with its new range of ready-to-cook porridge for infants and toddlers in the age group of 6-18 months.

Due to a lack of time, know-how, or availability of ingredients, the new generation of urban Indian parents often finds it difficult to prepare traditional weaning foods that their parents gave them during their growing years. Their desire to ensure adequate and quality nutrition for their children is driving demand for safe, natural, and nutritious baby foods in easy to prepare formats. Timios comes into the picture here with its range of traditional baby porridges that are ‘made on order’ under stringent hygiene and quality standards.

The porridges are manufactured fresh when a customer places an order and are delivered within a day, unlike store-bought varieties, in which there is a huge time lag between the date the product is manufactured and the date the customer purchases it. Consumers can purchase products through Timios’ official website, WhatsApp store, and leading online retailers, including Amazon, Bigbasket, Firstcry, and Flipkart.

Timios’ primarily online business model will strongly appeal to 25% of Indian respondents who intend to purchase baby care and childcare products online more frequently according to GlobalData’s 2020 Market Pulse Survey, as well as an additional 31% of respondents who intend to continue purchasing the products online as often as they used to. The company also offers porridges through 350 retail outlets, including organic stores and kids and baby products stores for parents who are not used to shopping online.

In another first, Timios says it is the pioneering consumer packaged goods (CPG) company to manufacture baby foods in a cleanroom processing unit, which is a highly sterile facility typically used for scientific or pharmaceutical research. The porridge range is also said to be made using high-quality, 100% organic ingredients certified by USDA and India Organic, using traditional processing methods such as sprouting, roasting, and grounding so as to preserve the inherent nutrient value of the ingredients. Such products can appeal to 70% of Indian consumers who proactively seek products that contain only natural ingredients when it comes to products for their children as revealed by a GlobalData 2019 consumer survey.

Timios offers baby porridges in 12 variants made with Indian staples such as rice, wheat, and millets blended with fruits and vegetables. The product can be stored for up to nine months and requires only 2-3 minutes of cooking before serving. The porridges are priced in band INR160 ($2.24) to INR300 ($4.2) for a 200gm pack with the pack size kept intentionally small to attract first-time buyers.

From its production facilities in Hyderabad, Timios sells the new porridges, as well as toddler snacks such as melts, munchies, bites, and energy bars in metropolitan cities, including Bangalore, Mumbai, and others. The company plans to launch instant baby cereal, pureed fruits and vegetables, freeze-dried finger foods, and teething biscuits in the near term.

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