Team Dwija, led by a practising dentist, is developing an eco-friendly, biocompatible teether for toddlers. The team conducted detailed research on the possible design and materials that could be used to make safe teethers and filed for a patent. At this stage, the team enrolled in the I-NCUBATE program. It was then that the team decided to go out and check with parents what they wanted in the teethers that they buy for their babies. The team also spoke to doctors and retailers to understand the influencers and consumer behaviours. Based on their learnings, the team identified “urban, affluent, eco-conscious, first-time parents” as its early adopters.