Malika Sadani: How a Former Banker is Disrupting the Mom & Baby Care Market in India
The Moms Co. has raised 2 rounds of funding so far with an angel investment round in 2016 and a Pre Series-A round in 2017. The last round was a USD 1mn investment by renowned FMCG investors Saama Capital and DSG Partners.
Way back in 2012, all Malika Sadani wanted was a product for her child she had ordered from USA. The shipment got stuck, her friend couldn’t bring it for her and she was left stranded for months on end while her daughter’s eczema grew. The basic task of ordering a high quality product had suddenly become a gargantuan problem, simply because premium baby care products were not available in India. This led to her reaching out to fellow mothers and realizing that the premium baby care market was severely underserved in India, and lots of moms like here were relying on friends and family abroad.
What started from a stuck order is now a rapidly growing disruptive start-up known as The Moms Co.
An expert in her own right, Malika feels she has always been an obsessive mother and there are enough moms like her who want the best for themselves and their babies, who hate having to compromise on the safety or quality of the products they use for themselves and their family. She believes with The Moms Co. she has embarked on a mission to help moms in India and across the world make safe, natural and effective choices for themselves and their loved ones.
Malika’s expertise comes from not just her intensive financial background as a banker but also as a mother, helping her create product solutions for problems that are unique to mothers during pregnancy, as new mothers and for babies. For instance, The Moms Co has a range of ‘caffeine-free teas’ that provide acidity relief and support mothers in breastfeeding. The Natural Body Butter is created to easy itching skin, a common concern during pregnancy but rarely addressed.
For today’s mom who spends a lot of time researching products online and offline, The Moms Co. aims to be the single brand that a mom is able to trust for all her and her babies’ needs.
To achieve this, The Moms Co. has brought in experts from across the world to help them create the safest natural formulations that are certified toxin free.
Over time, The Moms Co. aims to be a one-stop shop for natural, toxin free, certified products for new and expecting mothers and their babies. They want create a dent in the baby care and child-specific product market of India, which is growing at a CAGR of 8% of which the premium baby care segment has a 25% year on year growth.
The latest addition to The Moms Co repertoire is their Natural, Certified Toxin-Free range for babies. The new range meets the high standards that a discerning mom would choose for her baby, with products that use Natural ingredients and are Clinically tested for safety, Hypoallergenic, Australian Certified Toxin Free and Australian Allergy Certified.
One of the most important focus areas for the brand is building trust with mothers, as this has been a historically difficult category. One of the ways this has been is through a strong channel focus with hospital channel focus as a key trust builder. The company today has 4 stores in premium hospitals across Delhi & NCR ( La Femme, Cloud 9, CK Birla, Max- Saket ) and the groundwork for opening 6 new stores by the end of the year has already begun.