Morrama, a leading London-based industrial design and innovation consultancy, has collaborated with female-led, Indian startup Loopie to design their hero product, the Loopie Hop Stroller. The high-quality baby stroller has launched in response to an increasing gap within India’s growing babycare market, projected to reach USD 8.61 billion by 2030, for well-designed baby products that don’t come with a big import fee.

Recently appearing on Shark Tank India, Loopie founder Akriti Gupta showcased her design-led approach, and the Loopie Hop, receiving two funding offers from the Sharks. Gupta turned down the offers, unwilling to reduce her company valuation, reflecting the integrity that has been instilled in the brand since its inception.

In collaboration with Morrama, Loopie developed the Loopie Hop stroller with a focus on creating a premium and joyful experience for parents. The design and engineering support, paired with Morrama’s knowledge of the Indian market, have helped the start-up raise initial funding of $1.6 million, establishing Loopie as a brand to watch in the Indian baby-care space.

Building a close relationship with the factory allowed Morrama to facilitate an agile process of design, testing, and feedback that enabled a thoughtfully considered product to market in months, rather than years. A lightweight aluminium frame and 360 degree all-terrain wheels make the stroller ride effortlessly, and thoughtful details like the extendable canopy, peekaboo window, and zipped ventilation are specifically tailored to the hot Indian temperatures.

"Our collaboration with Morrama and Jo Barnard was rooted in a shared belief that well-designed baby gear should fit seamlessly into a parent’s life, not demand adjustments from it," said Akriti Gupta. "The team’s deep understanding of the Indian market, which was evident to us from their previous work with Indian travel brand Mokobara, paired with thoughtful and rigorous industrial design, played a key role in shaping a stroller that feels intuitive, purposeful, and considered."

"As a female led team ourselves, it's been incredible to see Akriti’s success with Loopie, especially to see the Loopie Hop (and Akriti) gain recognition on such a prominent platform like Shark Tank, where she proudly shared the brand’s design lead approach," added Jo Barnard, Founder and Creative Director of Morrama. "We feel very proud to have a client partnership with Akriti and can’t wait to see where she goes from here."

The brand detailing and colour palette was created in collaboration with Thought Over Design, with the playful Sunset Orange becoming the brand's iconic colour.