Why is there a baby boutique in the ‘Pulse’ boutique?
Posted On July 13, 2021
The ‘Pump’ boutique in Mumbai, India, was founded by two mothers and their two daughters to help women find and save money on birth control.
The brand is now in its fourth year of existence, with a staff of around 200 people, and has helped women save up to $300 each.
The women, who live in New Delhi, started out by buying products from online retailers such as Amazon, Walmart and BHELP, and then from the boutique themselves.
The ‘pump’ is a reference to the women’s choice to purchase an expensive brand of birth control rather than the more affordable brand that the mother would have preferred.
The boutique was founded in the early years of India’s first e-commerce boom.
Its mission is to provide women with affordable, high-quality and effective contraception to enable them to have the choice of contraception over the next three years.
“The women were not just choosing a brand of contraceptive, they were also looking at a brand that would allow them to save money and not go back to the clinic,” said Shikha Singh, one of the women who founded the boutique.
“I feel like I’m saving myself,” she added.
“It was very liberating.”
A photo posted by The Pulse (@thepulse_shop) on Mar 16, 2017 at 12:21am PDT