New Delhi, November 04, 2025: Rabitat, one of India’s leading D2C brands in the food contact category across drinkware and foodware, continues to deepen its understanding of the evolving priorities of today’s urban parents. A recent study conducted in partnership with Cerebro Consumer Consulting across major metro cities supports Rabitat’s belief that effective product innovation stems from a deep understanding of both the emotional and practical needs of families.
Parents today are more conscious and discerning than ever before. They no longer view kids’ essentials as routine purchases but as thoughtful decisions shaped by trust, transparency, and emotional connection. The findings reflect a larger transformation in urban parenting, where safety, quality, and everyday reassurance play a defining role in decision-making.
Built on the belief that ‘Little Things Matter’, Rabitat has consistently placed the needs of the parenting journey and children at the heart of its design and strategy. This latest study underscores how today’s families are redefining their relationship with brands in the kids’ essentials space.
Some of the key findings of the study include:
- Safety is no longer a feature but a non-negotiable expectation: Parents now treat safety as the starting point, not a differentiator. They expect every product touching their child’s food to meet BPA-free, toxin-free, and food-grade standards, seeing food safety as everyday assurance. Their awareness now comes from multiple trusted sources creating an informed generation of parents who expect brands to uphold the same standards of care they do at home.
- Parents are proactive researchers: Parents today actively compare and verify product claims before buying. Their decisions are often influenced by peer reviews, parenting communities, medical recommendations, and online platforms, reflecting a clear shift toward informed, transparent, and credibility-driven decision-making.
- Purchases are emotional investments: Parents don’t just buy bottles or containers; they seek reassurance, pride, and joy. Rabitat’s thoughtfully designed products not only offer functionality but also peace of mind and a sense of shared purpose in the parenting journey.
- Sustainability meets practicality: While sustainability remains a key focus area, durability and ease of use majorly influence buying decisions. Rabitat’s use of food grade stainless steel and silicone reflects this balance, providing long-lasting, safe solutions without compromising on environmental responsibility.
- Brand visibility is significant: Parents want brands to meet them where they shop, not just where they scroll. Limited offline presence remains a barrier in this regard, highlighting the need for omnichannel accessibility and deeper retail integration.
“Parents today seek a blend of assurance and emotional comfort in the simplest objects their children interact with every day. Our responsibility extends beyond offering safe and compliant products. We are building solutions that respond to the evolving realities of modern parenting. The insights from this research validate our approach to innovation: combining durable and safe materials with designs shaped through real consumer conversations. As expectations rise, we remain committed to creating products that not only function better but also empower parents to feel confident in the choices they make for their children. Furthermore, we are rapidly expanding our presence in quick delivery platforms to ensure our products are accessible to parents at the tap of a button. This strategic move not only underlines our commitment to convenience but also aligns with the fast-paced lifestyle of today’s families,” said Mr. Sumit Suneja, Co-Founder, Rabitat.
These insights deepen Rabitat’s ongoing commitment to designing products that address real needs in real homes. The brand’s purpose-driven approach continues to set benchmarks in affordability, safety, and thoughtful innovation for young families across India.