What began with a high chair and a difficult night during Shanghai's COVID lockdown has grown into an Indian family brand focused on safety and a broader parenting movement called Raising Better. Co-founder Supreet Gill reflects on the journey.
The evening that inspired Growgether did not feel like the beginning of a business.
It was the COVID lockdown in Shanghai. Supreet Gill and her husband were first-time parents to a newborn son, with no family nearby and no outside help. Like many new parents, they had been hesitant to fill their home with baby products they might never use.
Exhaustion soon caught up with them. “I started skipping meals, not on purpose, but because there was never time to cook, sit down and eat,” Gill recalls.
One evening, her husband had prepared dinner, and their baby had fallen asleep on her lap. Too tired to put him down and certain he would wake up if she did, Gill tried to eat with him still in her arms. Then he began to cry. Looking down, she noticed that a small piece of warm food had fallen onto his forehead.
“It was a small incident, but it stayed with me,” she says. “I felt terrible that my newborn had been hurt because we didn’t have a safe, practical place to put him while keeping him close.”
Two high chairs, two countries
The couple bought an expensive, multi-stage chair that could accommodate a newborn. It worked, showing Supreet how much the right product could change a parent’s day.
The need for a second high chair emerged later, after the family moved to India. They wanted a chair that would allow their son to join them at mealtimes comfortably and securely.
Gill approached the problem with a distinctive mix of experience and perspective. Having lived abroad, she had seen well-designed, safety-conscious products at a range of price points, so she began searching for a suitable option online.
What she found was a gap in the middle. Beautifully designed international products were often priced beyond the reach of many families. At the more accessible end of the market, finding the right combination of quality, functionality, design and safety was difficult.
They bought a chair from a recognised Indian brand that seemed, on paper, to have everything they needed. In practice, however, their son was uncomfortable in the seating position, and the chair proved less practical than promised.
“It looked like it solved the problem, but it didn’t,” she says. “Why should buying something for our children be so complicated and so compromised? These are basic necessities.”
That question became the starting point for Growgether.
“In Shanghai, I learned what the right product can do for a family. In India, I learned how hard it was to find one at a price that made sense,” Gill says. “Growgether started in the space between those two experiences, not because India needed another baby-products company, but because we felt parents deserved better choices.”
A Career That Shaped the Brand
Supreet brought a distinctive mix of experience to the problem. Born in India and raised in Canada, she studied hotel management, worked in the corporate world, joined a Mumbai-based cosmetics start-up, moved into media and later spent almost a decade working in her husband’s family fashion business in Shanghai.
Her experience in media taught her how people connect with brands. Fashion, meanwhile, gave her a closer understanding of how products are made, from materials and suppliers to samples and manufacturing. “Motherhood didn’t suddenly ‘make’ me an entrepreneur,” she says. “It gave a deeper purpose to everything I had already learned about consumers, products, manufacturing and design.”
Motherhood also changed how she evaluated products in her own home. An expensive electric rocker that her son disliked sat unused, while a simple, reasonably priced rocker that moved with him became a favourite. “I wanted to invest in things that would help, not things that would end up as house decoration,” she says.
The first product
The idea took shape in 2022, with prototyping beginning in 2024. Gill laid out four non-negotiables for every product: it must make life easier for parents, put child safety first, remain useful beyond a brief developmental stage, and offer enough value to justify the investment.
The first products to emerge from this thinking addressed the challenge that had inspired the idea in Shanghai: the Nebula Rocker and Gravity High Chair, designed to work together from day one. The Nebula is a rocker for newborns, and its seat clips onto the Gravity frame, raising the baby to table height and eye level. This allows parents to eat with their hands free while keeping their baby within sight.
Getting the design right required months of prototyping, revisions and rejected ideas. The team spent months refining a quick-release mechanism that would allow a tired parent to move the seat from one frame to the other without tools. Because the system raises a newborn to table height, the frame underwent repeated stability and load testing. The team also considered the realities of family life, from an energetic older sibling or a curious pet to an accidental bump.
The Nebula is certified by TÜV SÜD to EN 12790, the European standard for infant rockers. The Gravity is certified by TÜV SÜD to EN 14988, the standard for children's high chairs. The products have also been tested for use with children weighing up to 30 kg.
“Good product development is about what happens when a tired parent has to use the product on an ordinary Tuesday morning,” Supreet Gill says.
From one product to a family of them
From that first system, Growgether expanded into the routines parents navigate every day: going out, sleeping, feeding, soothing and baby care. Before developing anything new, the team asks one question: “What is the annoying little problem parents have simply learned to tolerate?”
Those everyday needs now shape three product categories. GrowGear covers strollers, a car seat, a baby carrier and a diaper bag. GrowHome includes a convertible crib, a mattress, high chairs and a rocker. GrowCare offers wipes, baby wash and lotion.
The AeroFiber Breeze mattress exemplifies this approach. Designed with Indian weather in mind, its core is made up of 90% air, delivering 97% more airflow than a standard foam mattress. Both the core and the cover are washable. Paired with the four-stage Apex crib, it forms the Nest Bundle, the brand’s bestseller.
Longevity is another principle that runs through the range. The Rydda car seat is designed for use from birth to 12 years, while the Mova diaper bag can continue to serve as a work or travel bag long after the diaper years. Growgether’s products are designed in Germany with European standards in mind and adapted for Indian homes. Depending on the product, they are independently certified or tested by organisations including TÜV SÜD, Intertek and KTI.
The milestones so far
Growgether has now reached more than 10,000 families. Its products are available through the brand’s own website, Amazon, FirstCry, Flipkart and Blinkit, as well as in more than 80 stores across India. In 2026, the brand received industry awards from HT Media Group and Times Future in recognition of its work in baby gear innovation and child safety.
Yet Gill measures the journey in more personal terms. “The biggest milestone for me still feels surprisingly simple: Growgether exists,” she says. “Something that once lived only in conversations between my husband and me is now a real brand, with products being used in the homes of families we have never met.”
Not raising perfect
The philosophy behind this approach is called Raising Better, and Gill is careful to explain what it does not mean.
“That phrase is not about raising the ‘perfect’ child. It is almost the opposite,” she says. “It’s about recognising that none of us has parenting completely figured out. We are trying to make better decisions than yesterday, sometimes for our children and sometimes for ourselves.”
The philosophy grew out of her own early doubts as a mother, when she found herself surrounded by advice about what she should and should not do. “I wanted Growgether to carry that mindset. Not perfection, but progress and a willingness to keep improving.”
Within the company, Raising Better also serves as a framework for product development. Before a product earns the brand’s Raising Better Features™ mark, it is assessed against six criteria: safety, comfort, practical parenting, adaptability, child development and everyday use. The founders also use each product in their own homes before it reaches the market. If it does not stand up to the demands of everyday use, it does not ship.
The village we all wish we had
Beyond the company, Raising Better speaks to a wider reality of modern parenting. Many Indian parents are raising children in nuclear families or in cities far from their extended families. With both parents often working and grandparents living elsewhere, the support network that once came naturally can be harder to find. Despite having more information than ever before, parents can still feel alone.
Gill wants Growgether to be “the village we all wish we had”. “I don’t think the modern village necessarily lives next door,” she says. “Sometimes the village is a friend who tells you you’re not failing. Sometimes it’s an expert who gives you a reliable answer instead of twenty contradictory Google results. Sometimes it’s another parent saying, ‘My child does that too.’”
That vision is taking shape through Parenting Circles with paediatricians, the Raising Better Handbook, which offers practical ideas for everyday parenting, and the Raising Better Pledge, which 12,847 parents have already taken.
What comes next
The next chapter will take Raising Better beyond products. Over the coming weeks, Growgether plans to launch a podcast and a series of campaigns designed to open up honest conversations about modern parenting, from the doubts and pressures to the small victories.
On the product side, the focus is on depth rather than sheer range. Mobility and GrowCare remain priorities, and the team is exploring how its AeroFiber technology could be applied to other products. “I am very conscious of the trap of expanding for the sake of having more products,” Gill says. “If we enter a new category, we need to understand the problem first and be able to solve it in a way that is meaningfully better for the family.”
In retail, the focus is on giving parents the opportunity to see, fold, touch and try products before they buy. “Retail isn’t just a distribution channel for us,” she says. “It’s another way of building trust.”
Gill’s larger ambition is to make Growgether one of India’s most trusted family brands—not by telling parents how to raise their children, but by standing beside them through the journey.
Asked what success would mean to her, Gill does not offer a number. Instead, she returns to that evening in Shanghai, and to the son who was asleep on her lap.
“One day, my son will be old enough to understand what we were trying to build,” she says. “If he looks at what we built and feels proud of it, that would mean more to me than any award, headline or magazine cover.”
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