After revolutionizing parenting with the Butt Baby Hip Seat, the brand is back with yet another game-changing innovation—the Butt Baby Sit & Go Luggage Carrier. Designed to eliminate the stress of travelling with toddlers, this all-in-one suitcase and ride-on carrier is set to redefine family travel. With a strong reputation for innovation and problem-solving designs, Butt Baby has become a go-to brand for parents. Building on the success of the Butt Baby Hip Seat, which simplified carrying toddlers, the brand is now tackling the hassle of navigating busy airports, train stations, and malls with kids in tow. Introducing the Butt Baby Sit & Go Luggage Carrier, first-of-its-kind travel solution that effortlessly transforms from a suitcase to a ride at the click of a button.
Here is an interview with the founders of The Butt Baby Sit & Go Luggage Carrier Ruchi & Akash Jain, where they shared more insights about their brand.
What inspired you to start Butt Baby and what made you go for it?
Like most great ideas, Butt Baby was born out of struggle—literally! As parents, we found carrying our little one exhausting and physically straining. With my slipped disc and Ruchi’s sharp eye for market gaps, we realised traditional baby carriers just didn’t cut it. So we spent over a year designing and perfecting one that’s comfortable, stylish and made for real-life parenting.
Before this, we faced heavy losses in the stock market, Ruchi was doing kurti exhibitions and we were deep in debt, chasing money wherever we could. But it wasn’t working. It took us 3 months of reflection to find our true passion and purpose. Once we did, there was no looking back.
What is your long-term vision for Butt Baby and how do you see the brand evolving in the future?
From surviving to thriving, we’ve come a long way—but this is just the start. Our vision is to make Butt Baby the go-to brand for smart, functional and hassle-free baby gear worldwide. Over the next 1–2 years, we plan to launch 10–15 unique SKUs, each designed to solve real parenting challenges and make life easier for parents. We’re also focusing on exports—this is just the beginning and we’ve got a long way to go!
Smart luggage bags are becoming more popular and there are a few competitors out there. What makes you different?
We don’t just make luggage—we make parent-friendly luggage. The Butt Baby Sit-&-Go isn’t just another suitcase; it’s a travel lifesaver. Designed for kids to sit and ride comfortably, it makes navigating airports stress-free for parents. Compact, cabin-friendly and a true stroller alternative, it’s every travelling parent’s dream. Unlike other smart luggage brands that are complicated and priced between ₹30K–₹75K, we’ve kept it simple, sturdy and incredibly easy to use—at an affordable price below ₹10K for the Indian market. While others focus on carrying people, we focus on making travel easier for parents and kids with top-notch quality at an unbeatable price.
What’s the special sauce that makes Butt Baby Bags more environmentally friendly, more desirable or higher performance than others on the market?
Three words: Thoughtful, Durable, Smart.
- Thoughtful – Every design is crafted to address real parenting challenges.
- Durable – Made with high-quality ABS and aluminium frames in a sturdy trapezoidal shape for superior strength.
- Smart – Whether it’s our baby carrier or luggage, every product is designed to simplify parenting, not complicate it.
No cheap, mass-produced products—just well-built, real-world-tested solutions made with love (and plenty of experience with our own kids).
How big a contributor is e-commerce for you?
Huge. We’re a 99% online brand and we wouldn’t have it any other way. Social media and e-commerce have taken us from a small apartment business to a brand trusted by 100,000+ parents. Being online lets us connect directly with our customers, keep costs low and constantly improve based on their feedback.
Our Instagram community has around 1.5 lakh followers and a high engagement rate, making it a key part of our growth.
According to you, what is the USP of your product?
We pioneered hip-seat baby carriers in India, creating massive awareness around their benefits. Our focus is on delivering super-premium
quality—the kind we’d personally use for our own kids. Every product is first tested rigorously with our children and only when they’re happy do we bring it to market. Plus, our Sit-&-Go luggage carrier is a game-changer for travelling parents. As India’s first cabin luggage carrier brand, it’s functional, safe and stylish—everything parents didn’t know they needed but now can’t live without.
What has been your biggest challenge and what did you learn from it?
Building a business from scratch with no investors, no big budget and two kids in tow—yeah, that was tough! But the biggest challenge? Staying disciplined and persistent.
Every day brings a new problem to solve, a new lesson to learn. The real struggle is drowning out the noise, staying focused and keeping the fire alive—not just for ourselves but for our team too. Motivation isn’t a one-time thing; it’s something you have to fuel every single second. We started with just two units a day and one employee. Today, we make 250+ units daily. And the best part: Nothing stays the same—every day is a fresh challenge, a new puzzle to crack. That’s what makes the journey exciting!
What strategies have you used to market Butt Baby products and how have consumers responded to the brand so far?
We ditched boring ads and took a more relatable, engaging approach. From the start, we focused on sharing real, funny and emotional stories about parenting struggles on Instagram. This organic storytelling helped us build a loyal community even before launching our first product. Today, word-of-mouth remains one of our biggest growth drivers. Our return on ad spend (ROAS) significantly outperforms the market average—while most brands see a ROAS of 2-4X, we consistently achieve 7-10X.
Ruchi, personally engages with customers to gather feedback, understand any challenges they face and continuously improve our products. This direct connection builds trust, strengthens relationships and turns first-time buyers into lifelong Butt Baby customers.
What are some of the biggest challenges you’ve faced as co-founders of Butt Baby and how have you overcome them?
Working with your spouse? Let’s just say—it’s an adventure! We’ve had our fair share of debates (read: heated discussions), but we’ve learned to divide and conquer. Ruchi focuses on customer care, influencer marketing, self-blogging and marketing for Butt Baby, while I handle business and operations. Respecting each other’s strengths keeps us both sane—and happily married!
