The global baby products market size was valued at $214.13 billion in 2021 and is expected to expand at a CAGR of 5.7 percent from 2022 to 2030. One of the primary factors driving the market expansion is the shifting consumer preference towards high-quality, utility-driven, and premium baby products. Additionally, the significant increase in awareness among parents pertaining to baby’s health and hygiene fuels the market expansion, and even many medical practitioners recommend parents regular usage of personal care products for better skin nourishment of the babies. The rise in the population of working women particularly in an emerging countries contributes to the increased baby care products sector, making it one of the most significantly growing markets across the region.
The demand for baby products has seen to be growing significantly owing to increased disposable income and the spending power of the population on such superior quality products that assure improved baby health. Rising awareness about the health benefits of consuming baby food that have fewer pesticide residues and is particularly formulated for infants to toddlers, approximately between six months to two years of age further augments its demand.
Set up in 2017, We First Group has established itself as one of the most successful leaders in the babycare and mothercare business world and is now a renowned name in the GCC region. The firm is one among the single-hand countable companies having their own local legal entity, infrastructure, sales and support team and strong distribution network and more, across the major markets of G.C.C., United Arab Emirates, Saudi Arabia, Qatar and headquartered in Bahrain. In other markets like Kuwait and Oman, We First Group has long-term distribution partners and some central accounts as well. “We are the best choice or a gateway to the GCC market comfortably rather than dealing with six companies”, says Khalid Abdulrahman Mohamed Juma, Founder & MD of We First Group.
Offering a Gamut of Baby Products
Since its inception, We First Group has been slightly concerned about the quality of the products it will sell. Dealing with baby and mothercare products entails a high level of responsibility and social commitment to provide the best products possible, as the company’s vision is to provide maximum comfort to every mom and baby. Attitude, Brothermax, ION8, Made of, Bebe Au Lait, PUJ, Charlie Banana, and Swimava are the eight high-quality and internationally renowned brands that We First Group currently offers. The company’s distribution success was due to a solid foundation in industry knowledge, logistical expertise, and strategic retail marketing. “The pain of each client is different from one another, for example some of the offline retailers are facing tough competition from online stores. However, some others are facing high operational costs.
As a distributor, we are really acting as the BRIDGE between manufacturer and customer by developing strong B2B relations and strong distribution network with the leading retailers in our market and making sure the seamless supply of our brands to the end consumers. Through our strong distribution networks across Gulf, we can easily place potential products within a span of 2 to 3 months in G.C.C. market. On behalf of the manufacturer, we take care of their BRAND like a baby and make it grow through our proper care. Thus, we can build the brand reputation and capture a market share with the solid support and investment of the principal”, explainsShibu Surendran, Founder & Brand Development Director.
He further adds, “Choosing the right brand includes checking our stringent criteria and considering a wide range of factors such as premium quality, reliability and value for money. We adopt a strategic approach to ensure the right choice of brands to associate with who offer products that match or exceed our bar of expectation which has been set high since the start”.
We First Group identifies the needs of the consumers and market demands of the product, evaluates the potential, competency, and commercial viability and then searches for the right product, ensuring quality, safety, uniqueness, and successful history in other markets.
Ensuring Compliance and Quality Baby Products
Through numerous compliance checks, certifications, and awards of the brands achieved, We First Group firmly guarantees the quality of the products. Once the quality parameters have been confirmed and the company is satisfied with the quality through physical inspection of each product, the company proceeds with local compliances in accordance with the concerned local authorities, such as in the UAE: Emirates Conformity Assessment Scheme (ECAS), Saudi Arabia SABER Certification, SFDA, and the concerned Ministry of Health or Legal Metrology/Environment Ministries. All of its products are international and local compliance and conformity certified, and they are periodically renewed too in accordance with local norms.
“Since we are representing the BRAND in the region or market, we have a big responsibility to make to make the customers and end consumers satisfy as per their expectations. Therefore, the client engagements are essential to understand their needs and feedbacks timely for product and service improvements. Right from the identifying a potential customers/consumer it’s our priority to make them as our loyal long-term customers or business partner by delivering our commitments”, adds Shibu.
Shibu Surendran, Founder, Brand Development Director
Marching Ahead with Focus on Quality
We First Group is backed by a team of highly potential and competitive individuals who reflect a combination of experienced and young members. They work smart, individually, and together for the achievement of our institution goals. Furthermore, the professionals are multi-national, multi-cultural and multi-talented, and are an integral part of the firm’s success.
“From our inception, we have been very planed and enthusiastic about our future and now when we are reaching our six years of journey, and we feel proud about our all achievements. Within this period, we have expanded our customer base and now we are a registered vendor of almost all the leading retail chains and e-commerce stores across the region. We have spread out wings from Bahrain to the entire G.C.C.”, says Khalid.
Through numerous compliance checks, certifications, and awards of the brands achieved, We First Group firmly guarantees the quality of the products
For the years to come, We First Group aspires to become one of the most well-known distributors of baby and mother care products in the GCC and MENA region. The firm is expanding its brand portfolio by adding innovative and one-of-a-kind products that will provide more comfort to moms and babies. We First Group is also in the process of acquiring some brands as part of its expansion plan to the next level. As a result, We First Group is open to adding more potential baby care and mother care brands to its portfolio and welcomes interested manufacturers and brands to join forces to explore the Gulf market’s potential.
Adding about future plan, Shibu says, “We always try to bring tailor-made innovation according to the region’s requirement by considering the taste, trend & culture. We are working on brand portfolio expansion by adding innovative and unique products that can provide more comfort to moms and babies. Also, we are looking up to brand acquisitions as part of our growth plan to the next levels”.
Khalid Abdulrahman Mohamed Juma, Founder & MD
Khalid is a passionate professional who is striving to lead the company putting in seamless efforts, serving as a resource mobilizer and a great team supporter.
Shibu Surendran, Founder, Brand Development Director
Leveraging his 18 years of solid experience acquired holding various leading roles in different G.C.C. member states, Shibu has been leading the team, as a member and mentor, while also mitigating the gap between resources and goals.
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