New Delhi, Feb. 14 -- "I am old fashioned," says Kunal Popat on a video call from his office in Ahmedabad, wearing black-rimmed glasses and a white shirt with a pen peeking out from the pocket. The 43-year-old is not a regular on social media, speaks in hard numbers and prefers "step-by-step" to "aggressive growth".

Step-by-step embodies his approach to establishing the premium baby brand R for Rabbit with his wife Kinjal, which they started in 2014 with an initial capital of about Rs.40 lakh from their savings. It was valued at Rs.850 crore by the end of 2025, he says. The buzz for the brand grew through word-of-mouth on moms' groups on WhatsApp.

R for Rabbit is a dominant player in the homegrown, premium baby product segment with esse...