Baby photography

Those irreplaceable moments!

Here’s a scene out of everyone’s life. You have finally, finally started cleaning that wardrobe. You are rummaging through old stuff, sorting your give-aways – then suddenly; you spot that album with those priceless pictures. That picture you clicked of your baby crying for the moon, or the your toddler running after the bubbles. Of the first moment with his grandparents, or the first day at school! Down you go memory lane and its really long before you reluctantly return to your mundane cleaning! And then there are those pictures that you so missed clicking! They are etched in your memory but you so wish you could show them to your little ones!

Memories are something that everyone cherishes. They are our conduits to feel, and relive moments long after they have passed- long after they have been forgotten while catching up with life!

With your children, it just gets infinitely more special! That’s what led two amazing women to start the journey of creating memories!

When Varsha Jeetendra  wanted a maternity portfolio done when she was expecting her second child, she set out to look for the perfect photographer. To her disappointment, she found none! To add to her agony, her friends and family abroad were sending her some cute portfolios, and she was surprised that this hadn’t caught up in India yet! So, she did the next best thing! She worked around the ideas for her own shoot and her sister clicked them. When she showed them around, she started getting requests from her friends to get theirs done too!

What started as a hobby morphed into Baby Theory Pvt. Ltd.- an exclusive baby photography studio with the simple brand proposition of building great memories in people’s lives!

The creativity involved in every shoot and the clear lack of such photographers is a great driver for them. Baby theory has already branched out in Mumbai and is on the way to expanding into other metros very soon, like Delhi, Calcutta, Hyderabad and Chennai.

bump theory

Bump Theory blowing up!

Kidskintha did an exclusive interview with this special duo. Read on to know more about their spirited foray into entrepreneurship…

What is your startup’s big picture? Do you believe you idea can change the world in some way?

Preserving memories of childhood is priceless. Every parent cherishes their child’s growing up years and want to preserve those moments making memories.

Temple Run and Baby Theory!

Temple Run and Baby Theory!

Do you see the Internet as your biggest online partner?

Ofcourse yes! And especially thanks to Facebook!

Most of our clients just Google us and find us. The present generation is usually logged onto the net 24/7 and the most convenient way for them to look for services is Google.

How big do you envision your Market size and reach to be? What is your revenue model? Who are your competitors?

The market size is as big as it can get! There is a growth explosion in maternity dedicated hospitals such as Cloud 9, Motherhood, Cradle and numerous others where baby photography is very welcome service. There is growing awareness on birthing and even more emphasis on creating special moments with your baby! We offer customised pregnancy shoots called ‘Bump Theory’ and run several interesting runs for children of different ages!

Our revenue model is to offer our creative services in photography and its related products (albums, prints etc). Of course, there is competition in the form of several talented freelance photographers offering similar services. The challenge is to keep up the niche and creativity in our projects.

bump theory akhila

Akhila Jayaram proud of her bump!

How is your startup being funded? Are there any future plans of investments?

Right now our funding is completely organic. We will evaluate investments as and when required.

What are the revenues and margins like in this industry? When is the Break-Even expected by?

There is lot of demand for our services which gives us the potential to grow revenues month on month basis. Contrary to popular belief, we don’t make abnormal margins J . Currently we run ~25% PBT. We have already achieved breakeven and are on profits.

What does your typical day look like juggling between mom responsibilities and owning a business?

My partner and I take turns. It is quite a crazy life for us. She is a new mom too. Thanks to our supportive husbands who are helping us manage it. My day starts with a good work out at the gym, followed by packing my elder daughter off to school, continuing on my daily chores and then scooting off to work. My younger one being just 16 months old, I really have a lot to thank my family for! They have been very supportive in helping me take care of my children.  Also, having divided responsibilities at work helps and I try and catch up on work from home as much as possible.

What did you like most about Kidskintha?

Kidskintha appeals to us because everything is so well-written and so relevant to modern parenting challenges. I am thrilled to be featured here!

Thank you! We are thrilled to have you here too!

Varsha Jeetendra can be reached @ +91 8884555475 or at for some great baby photography.  There are whole lot of ‘theories’ to be checked out at Baby Theory !