The firm, led by Timmy Sarna, has invested Rs 25 crore in the business and is looking at revenues of Rs 100 crore in the first year of operations, said Deepak Agarwal, chief executive of DLF Brands.
The portal will sell apparel, toys, books, travel, and food, among others. To start with, the portal will sell 150-200 brands and 4,000 products. Within a year, it plans to sell 400-500 brands and 10,000 products.
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"Apart from our own brands, we have tied up with 30-40 brands for this entry," said Agarwal.
He said 30 per cent of merchandise is exclusive to the portal, adding the portal would have social blogs, platform for parents to discuss their problems, education, and shopping.
The portal will deliver in 2,500 centres. DLF Brands would also start marketplaces in other categories in the coming years, Agarwal added.
"We'll focus on categories rather than brands per se," he said.
The market size for baby products in India is estimated at Rs 1,500 2,500 crore. Out of this, the estimated online market for baby products is Rs 100-120 crore.
Recently, Mahindra Retail bought online retailer of kids products Babyoye.com and brought its own online entity Momandmeshop.in under the acquired company.
With Babyoye.com under its fold, Mahindra Retail expects a 10-12 per cent revenue contribution from e-commerce in the next financial year and 20-25 per cent in the coming years, Agarwal noted.
"The Babyoye.com acquisition has helped us step up our e-commerce foray with consumer insights, inventory management, user experience and shipping," said Sanjay Nadkarni, CEO, Mahindra Internet Commerce.