Gurgaon-based mom and baby care consumer goods startup The Moms Co. has raised $1 million (Rs. 6.5cr) in Series A funding round led by DSG Consumer Partners and Saama Capital. The company will deploy fund towards reaching 15,000 moms by March 2018 and expanding its portfolio of Natural, Certified Toxin-Free Skin and Food products across more Mom and Baby Care categories.
The Moms Co. had launched natural pre-natal care kit to aid pregnant women with the most common discomforts they face during pregnancy in March this year. The kit includes four different products – natural body wash, body butter, body oil, and natural foot cream.
The idea was born to Malika Sadani in 2012, a banker-turned-entrepreneur and a mom of two when she moved back to India from London and couldn’t find safe, natural products for her daughters.
Earlier this year, the company had secured angel round from investors including marquee names from baby care space such as Shripad Nadkarni and Nandu Doreswamy Nandkishore.
Currently, The Moms Co claims to have over 5,000 moms as customers and is using this direct connect with moms for product feedback and to create upcoming product line.
Commenting on the fundraising, Malika Sadani, Founder-CEO of The Moms Co. said, “DSG and Saama are both seasoned investors in the consumer space. We are excited that they share our vision for The Moms Co. as a brand that truly helps Moms make safe, easy and natural choices with great quality products”.
The company’s products are developed by experts across India, Australia, and Switzerland. All its ingredients are checked for toxicity against databases available around the globe.
“Malika’s vision in building natural premium products with a strong focus on product quality and safety above all else is what excited us most about The Moms Co.,” said Ash Lilani, Saama Capital Managing Partner.
Market opportunity and competitive landscape
Presently, mom-to-be and baby care collectively have a market size of about Rs 10,000 crore and growing at 20 percent annually. It’s also a category that is gradually shifting online, with moms spending a lot of time on research online and using marketplaces for their daily shopping needs.
The mom-to-be space is in its early stages in India. In the baby space, Johnson & Johnson is the market leader, but companies like Himalaya and Baby Dove are expanding their ranges in this space too.
Compared to these vertical brands, The Moms Co. has a horizontal approach. The company’s vision is to evolve as a one-stop destination for pre-natal, post-natal, and baby care spaces. It has plans to foray into clothing and foods soon.