Cubkins was born after my wife and I had our first daughter. Having lived and worked across the globe — from Singapore to London to the US — we realised that the variety and quality of baby products available in India were still not on par with what parents elsewhere could take for granted.

Like any Indian parent, we cared most about two things:

VALUE — The best quality products at the best price.
TRUST — Is the product actually what it claims to be, and is the company transparent and honest?

These two core values became our driving force. Around them, we built six pillars, each born from answering one simple question: "Would we buy this product and let our daughter use it?"

SAFETY — Is it safe for her to use?
EASE OF USE — Is it easy for her — and for us — to use?
SUSTAINABILITY — Does it leave a better natural world behind for her?
DEVELOPMENTALLY FORWARD — Does it help her grow?
MAINTENANCE — Is it easy for us to clean?
DURABILITY — Will it last?

Together, these two values and six pillars — eight principles in all — drive every decision we make, so that we can offer products Indian parents can trust for their children the way we do for our daughter.

That trust isn't just a promise. Wherever BIS certification applies to our products, they are tested and BIS certified (IS 9873) — and our certification can be independently verified on the BIS portal. Our other products are made from food-grade materials compliant with US FDA food-contact standards. Transparency should be checkable, not claimed.