babyoye, an online babycare products retailer has been run by Mumbai-based Nest Childcare Services.

Sanjay Nadkarni and his wife Arunima Singhdeo quit their respective executive jobs at telecom major Airtel and job portal to become entrepreneurs. Arunima Singhdeo has over 11 years of experience in the internet industry and prior to BabyOye, she worked as the vice president of Info Edge India where she was instrumental in setting up, a professional networking site, while Sanjay Nadkarni has also worked in Bharti Airtel Limited and Sify Limited.

As an urban Indian parent, making an informed decision on critical infant-care/mother-care options represented one of the greatest challenges those founders faced. They lost count of the number of times that they experienced inferior services and sub standard products. The experience made them realize that most young parents must be going through the same heartache. To make life happier for young parents in a similar situation made perfect sense to them. Thus babyoye was born. They believe that when you have a small baby at home, it is a hassle to drive around to different stores and scour for the best brands. They feels the choice for babycare products at various shopping malls is limited and is targeted at high-end consumers. Apart from better choice of products, provides product delivery as well.

Accel India and Tiger Global have invested into this venture. Well-konwn bollywood actress Karishma Kapoor has also invested into this portal. In April 2013, Babyoye acquired its Bangalore-based competitor