Peeko

What Peeko does

Peeko is a Bangalore-headquartered, direct-to-consumer quick commerce platform specializing in babycare products, offering 60-minute delivery of a full category range — apparel, toys, diapers, wipes, feeding and nursing items, health and hygiene products, and gifting — from a single 4,000 sq. ft. dark store currently serving 10 Bengaluru pincodes. The company is the unified consumer brand of Huddled Group plc, a UK-listed public limited company that consolidated three earlier ecommerce brands (Discount Dragon, Nutricircle, Boop Beauty) under the Peeko name in 2025 to streamline operations. The technology stack is a Shopify-based web storefront complemented by a planned native iOS/Android mobile app, with fulfilment operated from in-house dark store infrastructure rather than third-party logistics.

Peeko raised $3.2 million in seed funding in August 2025, led by Stellaris Venture Partners with participation from six angel investors (Maninder Gulati, Kunal Bahl, Rohit Bansal, Abhishek Goyal, Nitin Gupta, Arjun Vaidya), with use of funds earmarked for additional dark stores, supply expansion, and hiring over a 12-18 month national scaling plan. The business model is straightforward transactional commerce: direct product sales priced in INR with promotional discounts of up to 50% on branded inventory (Pampers, Philips Avent, Chicco, Himalaya, R for Rabbit, Luvlap), targeting time-pressed young urban parents who need urgent or replenishment-grade babycare items that horizontal quick commerce and incumbents like FirstCry do not adequately serve. The company is co-founded by Vivek Khetan and operates with 11-50 employees; revenue is not publicly disclosed.

Name

Peeko

Legal name

Huddled Group plc

Website

https://peekonow.com

Company type

Public

Founded year

2025

Operating status

Operating

Headcount range

11–50 employees

Short description

Peeko is a Bangalore-based direct-to-consumer quick commerce platform that delivers a full range of babycare products within 60 minutes to young urban parents in Bengaluru, operating from a single dark store and serving as the unified consumer brand of UK-listed Huddled Group plc.

Ownership category

akta.pro rank

Product category

Babycare Quick Commerce

NAICS

Health and Personal Care Retailers (456)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Baby, Kids & Maternity Marketplaces (CRAFABAG)

akta.pro secondary industries

Infant & Preschool Toys Distribution (CRAOAMAH), Kids’ & Baby Apparel Retail (CRAAABAD), Baby Snacks (Puffs, Biscuits, Teething Snacks) (CRADAEAF), Baby Meals & Ready-to-Eat Foods (Pouches, Bowls, Refrigerated/Frozen) (CRADAEAG)

Keywords

• Quick commerce
• Babycare products
• 60-minute delivery
• Dark store fulfillment
• Vertical e-commerce

Headquarters

HQ city

Bangalore

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Infrastructure, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Product Sales: Direct product sales of babycare items including apparel, toys, shoes, diapers, and wipes through their e-commerce platform and mobile app, with deliveries in under 60 minutes.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Peeko is a vertical quick commerce platform specializing in babycare products, offering delivery in under 60 minutes. It sells a full range of baby items—apparel, toys, shoes, diapers, wipes, feeding and health products—to young urban parents via its website and mobile app, fulfilled from company-owned dark stores.

Product overview

Peeko operates as a single unified quick commerce platform for babycare products. The platform offers rapid 60-minute delivery of a comprehensive range of babycare items across categories including diapers and wipes, feeding and nursing, health and hygiene, baby care accessories, toys and learning, and children's fashion (both girl and boy categories spanning from newborn to 5-6 years). The platform also features gifting items and spotlight deals with discounts up to 50%. Peeko positions itself as serving time-strapped parents in urban areas with always-on, 24x7 delivery capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Peeko Quick Commerce Platform A quick commerce platform and mobile app for babycare products offering delivery within 60 minutes, providing a full range of babycare items including apparel, toys, shoes, diapers, wipes, feeding and nursing products, health and hygiene items, and gifting products for young urban parents.

Quantifiable outcome

• 60-minute delivery for babycare products
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor.

• Discount Dragon (Parent Group)minorOthers · 2 April 2026Peeko is being positioned as the unified brand under Huddled Group plc, consolidating ecommerce brands including Discount Dragon, Nutricircle, and Boop Beauty under the Peeko brand.
• Nutricircle (Parent Group)minorOthersPart of Huddled Group plc's consolidation strategy, merging Nutricircle under the unified Peeko brand.
• Boop Beauty (Parent Group)minorOthersPart of Huddled Group plc's consolidation strategy, merging Boop Beauty under the unified Peeko brand.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• FirstCry: India's dominant omnichannel baby and kids products retailer, selling apparel, toys, diapers, feeding, and care products online and via stores. FirstCry is the primary comparable for Peeko's vertical baby marketplace positioning.
• Hopscotch: India-focused online retailer specializing in baby and kids fashion and care products. Closely comparable to Peeko's apparel and baby essentials assortment, though without the 60-minute QC promise.

Broad incumbents

• Blinkit (Zomato): Horizontal quick commerce platform delivering groceries and daily essentials in under 10-15 minutes across India. It overlaps with Peeko on diaper, formula, and baby replenishment SKUs but lacks category depth.
• Zepto: One of India's largest 10-minute grocery delivery players with a growing assortment that includes baby essentials. Peeko explicitly positions against Zepto's inability to serve baby-specific needs at depth.
• Swiggy Instamart: Quick commerce arm of Swiggy covering groceries and daily essentials in 15-30 minutes across major Indian metros. Competes with Peeko on speed and breadth of baby replenishment SKUs.
• BigBasket (Tata): India's largest online grocery platform with same-day and scheduled delivery in baby and kids categories. Competes with Peeko for replenishment baskets and is owned by Tata, giving it deep capital access.
• Amazon Baby (Amazon India): Amazon India's dedicated baby storefront offering diapers, feeding, apparel, and toys with next-day delivery. Represents the wide-assortment incumbent Peeko is differentiating against.

Emerging players

• Mamaearth (Honasa Consumer): D2C baby and personal care brand with its own ecommerce presence and retail distribution in India. Comparable on the baby care side of Peeko's catalog and on the D2C-plus-marketplace model.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/61574412907730
• LinkedInlinkedin.com/company/peekonow

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Peeko