Peeko, a startup centered on babycare quick commerce, has secured $3.2 million (approximately Rs 28 crore) in a seed funding round led by Stellaris Venture Partners, with contributions from angel investors such as Maninder Gulati (former OYO), Kunal Bahl and Rohit Bansal (Titan Capital), Abhishek Goyal (Tracxn), Nitin Gupta (Uni), and Arjun Vaidya (V3 Ventures).

Peeko, established by IIT graduates Chetan Sharma (formerly of Leap), Vivek Khetan (previously with OYO), and Abhijit Gairola (also ex-Leap), is aiming to create a vertical quick commerce model focused on babycare items, ensuring deliveries in less than 60 minutes. The startup is now operational in 10 Bengaluru pincodes with one 4,000 sq. ft. dark store and will launch its app in September.

Peeko believes that babycare, in which clothing and toys account for almost 75 percent of the market, has been inadequately addressed online.

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Chetan Sharma, co-founder of Peeko, states that deliveries in this sector typically take 2–3 days, even in major cities, with variable product quality resulting in elevated return rates.

"There's significant catalogue fatigue — even with a vast array of products, it fails to meet the actual needs of customers." Another concern is subpar product quality, resulting in a negative customer shopping experience and increased returns," Chetan notes.

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This, along with babycare's significant repeat buying potential – regular wardrobe changes, and the need for diapers, wipes, toys, and equipment – positions it as a category with high frequency and a greater average order value (AOV).

Comparing to FirstCry, the largest structured competitor in this market, consumer expenditure in the category averages about $100 (Rs 10,000) per year, with frequent users spending more.