The First Feather redefines sustainable living with a focus on creating eco-friendly products for babies and families. This lifestyle brand champions sustainability by offering a curated range of organic and zero-waste essentials, including baby products, maternity items, and home goods. Their unwavering commitment to the environment also shines through their use of organic materials and recyclable packaging. By combining quality, durability, and style, First Feather inspires families to embrace a greener lifestyle without compromising on elegance or functionality.
In an exclusive interaction with The Interview World, Ishu Shukla, Founder and CEO of First Feather, shared fascinating insights into her journey. Furthermore, she detailed the innovative baby products her company manufactures, emphasizing the meticulous efforts to ensure safety and health for newborns. Ishu also highlighted the brand’s distinctive sustainability initiatives, which set First Feather apart in a competitive market. Additionally, she underlined the evolving baby product market in India and outlined her ambitious vision for the company’s growth. Below, we present the key highlights from this inspiring conversation.
Q: Could you elaborate on the types products you are designing specifically for babies?
A: First Feather is redefining baby clothing with a steadfast commitment to sustainability. We are dedicated to nurturing a responsible lifestyle for the planet’s newest members from the very moment they arrive. Moreover, our focus lies in wrapping babies in the softest, safest fabrics, meticulously crafted to ensure zero side effects—because their comfort and well-being deserve nothing less.
Q: What key initiatives are you implementing to ensure the sustainability of your products?
A: We exclusively use Global Organic Textile Standard (GOTS)-certified fabrics to ensure the highest quality and safety. Even our packaging meets certified, forest-friendly standards, reflecting our commitment to sustainability. We avoid all plastics and single-use products, staying true to our zero-waste philosophy. Additionally, we prioritize the purest cotton, cultivated without chemicals or pesticides, to create products that are as safe for the planet as they are gentle for babies.
Q: How do you ensure that your products are safe and healthy for newborns?
A: We operate a dedicated testing laboratory and partner with Bureau Veritas to rigorously test our products, ensuring they meet the highest safety standards for newborns. Our organic cotton is not only environmentally friendly but also exceptionally gentle. This material offers zero side effects on a baby’s delicate skin. To further enhance safety, we steam-sterilize each garment following an antibacterial wash, providing unmatched care and cleanliness.
Q: What sets your brand apart from other baby products available in the market?
A: We proudly position ourselves as India’s safest baby clothing brand. Our certifications validate this claim, but we don’t stop there. Every product undergoes rigorous testing and adheres to stringent internal quality control processes. This unwavering commitment ensures that our products set the highest safety standards for your little ones.
Q: Are you currently operating only in India, or do you also export your products?
A: We currently operate exclusively in India, driven by the significant gap we see in the market for this type of product. This unmet need fuels our focus and commitment to addressing it effectively.
Q: Do you have an estimate of the size of the baby care products market in India and what percentage of that market do you aim to capture in the next 5 to 10 years?
A: India’s baby products market is a $16 billion industry poised for significant growth. With a young, dynamic population entering marriage and parenthood, coupled with increasing spending power, the potential is enormous. Recognizing this opportunity, we aim to capture 50% of the market within the next 5 to 10 years. Our vision is clear: to establish ourselves as the leading brand for sustainable baby products in India.
