The Economic Times – Grain Check

The winds of change are blowing for Indian parents, long used to leaning on an established circle of parents, in-laws and pediatricians for unsolicited and much needed advice on child rearing.
 
Parents today are getting more aware, using the internet to update their knowledge on the best products (and to hunt for the best services) for their children and shifting a market reliant on old networks. 

Social change — with more young mothers returning to work quicker and joint families giving way to nuclear ones — is beginning to significantly change this market, with old and new companies jostling for a share of this segment — from the time a woman is expecting till the child turns five.