The agency has been briefed to deliver a PR campaign to support the launch and growth ambitions for IndiaCoco, positioning it as a forward thinking, innovative brand which puts customers first.

The team will target trade media to tell the IndiaCoco story, as well as raising the profile of the brand’s founder, Claire Harper, who was marketing director of Mamas & Papas.

Saibr will also focus on generating social media content and coverage via leading style/fashion bloggers, parenting and consumer lifestyle media, national newspapers and regional publications.

Saibr partners Bridget Jacottet and Sarah Hand will lead the account, reporting to Claire.

Claire said: "After a comprehensive PR agency pitch I was delighted to appoint Saibr PR to support the launch of our new childrenswear brand, IndiaCoco. They really stood out in terms of understanding the brief and clearly demonstrated their expertise, creativity and professionalism.

"The chemistry fit, passion and genuinely sharing our brand vision and values was also a key priority in the decision-making process. I am delighted to have Saibr PR on board, they are now an integral part of the IndiaCoco team and really make things happen."

Bridget said: "It is fantastic to be working with such a high calibre marketing director and entrepreneur such as Claire. With her clear and exciting vision for the brand, we are very proud to partner her on her journey driving her brand online and offline."