3one4 Capital Backs R for Rabbit's $27M Series B Round

R for Rabbit, one of India’s most trusted and fastest-growing baby products brands, has raised $27 million in Series B funding through a mix of primary and secondary investments. The round was led by 3one4 Capital, alongside Filter Capital, facilitating a complete exit for early backer Xponentia Capital.

From Founding to Series B: A Journey of Trust and Scale

Founded in 2014 by Kunal and Kinjal Popat, R for Rabbit began with a mission to make parenting safer, easier, and more joyful. What started as a single-category play has grown into a comprehensive baby care portfolio spanning strollers, car seats, high chairs, tricycles, ride-ons, feeding equipment, baby bathtubs, mini washing machines, diapers, and toys.

Over the past decade, the brand has built deep trust with families across India. Today, R for Rabbit engages over 10 million parents, with nearly half of its sales coming organically, a rare feat in consumer brands. With a Net Promoter Score of 80+, R for Rabbit stands among the most trusted names in its segment. The company has achieved a 65%+ CAGR since inception with ARR crossing $30M at an operational EBITDA of 5%. With a distribution network of over 2,000 offline partners, a strong presence across leading digital marketplaces such as Amazon, Flipkart, and FirstCry, its own D2C platform, and availability in 1,000+ stores nationwide, the brand has established itself as a leader in a market long dominated by fragmented supply and legacy players.

The Market: Premiumisation of Baby Care

India’s childcare market, valued at ₹2.9 trillion ($36B) in FY2024, is expanding rapidly on the back of ~25 million annual births, rising disposable incomes, and a decisive shift toward branded, high-quality products. The organised segment is projected to grow from 30% to 40% by 2028, with online sales expected to scale 4.5x to $7B. Premiumisation is also accelerating as annual spend per child is set to nearly double by FY2029, fuelled by demand for safer, ergonomic, and eco-friendly offerings.

Amid this transformation, India’s baby care industry is projected to grow at a 17.25% CAGR to $38.5B by 2029, while globally the segment is expected to expand from $320.6B in 2023 to $475.1B by 2030. Positioned at the intersection of these shifts, R for Rabbit has emerged as a category-defining brand, building its moat around safety certifications, thoughtful design, and consumer trust, making it uniquely placed to capture the gains of premiumisation and the rise of organised, trusted brands in Indian baby care.

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Looking Ahead

With fresh capital in place, R for Rabbit is gearing up for its next phase of growth. The company plans to strengthen its omnichannel presence by deepening offline distribution while continuing to scale its digital reach. It will also invest in product portfolio expansion with thoughtfully engineered, safety-certified innovations designed to meet the evolving needs of modern parents. Digital engagement will remain a key lever, as the brand builds deeper connections with its community and enhances visibility across platforms.

These initiatives mark a natural progression for a company that has combined design, trust, and disciplined execution to reach scale.

Why 3one4 Capital Backed R for Rabbit

At 3one4 Capital, we seek high-impact, capital-efficient consumer brands with category leadership, end-to-end ownership of the value chain, and scalable business models. R for Rabbit aligns perfectly with this vision. The company’s success stems from exceptional execution in a high-trust category, where it has consistently combined functional design, product safety, and aspirational branding.

From the outset, Kunal and Kinjal have brought entrepreneurial discipline together with the lived experience of parenting, lending authenticity and a foundation of empathy that has translated into one of the strongest trust markers in the industry, reflected in its NPS of 80+. Just as importantly, the team has built a disciplined omnichannel strategy and continued to expand the category with innovative products, giving the brand a durable edge in a fast-growing market.

As R for Rabbit has scaled profitably while consistently outpacing industry benchmarks, our conviction in its long-term potential has only deepened. We are proud to partner with R for Rabbit as it builds an enduring, market-leading platform that is defining the future of parenting in India.

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