cover everything from infertility experts to playschools as it seeks to reel in more users to its platform while saggi is focused on increasing the number of users for babychakra she is also looking to increase the number of people who stick to the platform and the frequency with which they log in other companies are also looking at this information gap and changing family dynamics one such area is nutrition where young parents mothers specifically are hunting for quick yet healthy fixes to feed their children as mothers ourselves we struggled to find breakfast and snack options for our children says meghana narayan a cofounder of slurrp farm a provider of food for babies and soon young mothers we are devising food you can prepare at home without additives focusing on just the basics of taste and quality for example the startup has devised options such as a nutritious porridge with wholegrain cereals and readytoserve cold milk breakfast options and cookies for teething babies we eventually want to get into food for pre and postnatal mothers all our offerings are based on traditional recipes our grandmothers would have made she adds firsthand experience proved handy for narayan and cofounder shauravi malik when we first conceived of this idea we didnt have kids and lived abroad narayan explains we were besieged with requests from friends to bring back products for their kids sensing a gap the duo set up slurrp to devise healthy organic preservativefree options using quality ingredients we learnt our lessons along the way parents in india for example didnt want completely readytofeed food for children they were looking at readytoserve options since they wanted control over the last mile of what their children ate she says the company is gaining some traction with its products unlike in the west indian children have the same or very similar food that their parents eat then there are factors such as under and malnutrition many kids irrespective of economic strata are eating too much of the wrong type of food and theres an opportunity to set this right the founders are talking to both online and offline retailers to vend their products and after an initial pilot with 20 stores a delhi and online launch are currently underway and they hope to make a bigger splash across mumbai bengaluru and chennai next year already the duo have snagged some loyal fans slurrp farm did a pilot last year and not just my kids but the entire family loved their cookies gushes shivani gandhi a parent we prefer them to others because of the ingredients they use their products have a high percentage of ragi whole wheat flour and real butter not palm oil at the other end of the size spectrum consumer goods giant hindustan unilever is looking to extend the strength of its dove brand into baby care with growing disposable incomes and awareness more and more mothers are beginning to use specialist baby care products says