Malika Sadani returned from the UK when she was pregnant with her second child. Soon after the baby was born Sadani realised that the diapers were giving the newly born some rashes and causing dryness.
“I started importing the products... But there is a problem. A lot of the importend products come in big bottle... And in India there are no pregnancy safe products,” she said.
That made her wonder if there was a business case for similar products, to be manufactured in India for the domestic market. After more than a year’s research, meeting people in this space, which involved doctors, and going for conference on pregnancy and mothercare, Sadani decided to take a plunge.
She named her firm The Mom’s Co., which would sell products for pregnant women and newly born children. Sadani’s husband joined her, after quitting Snapdeal, where Mohit was the head of growth.
To start with, the company has launched with four stock-keeping-units (SKUs) -- a body butter cream, stretch oils to reduce stretch marks, a foot cream for swollen feet, and a body wash. “We have started with products for pregnant women, and will get into babycare,” Sadani said.
The products are being manufactured in Noida. The couple, however, said that to develop each of these products and test it can take more than a year.
{{/usCountry}}The products are being manufactured in Noida. The couple, however, said that to develop each of these products and test it can take more than a year.
{{/usCountry}}“We want to be in categories where after buying those products mothers think that they and the child are safe,” Sadani said.
The Mom’s Co will be up against companies such as Johnson and Johnson, which has been in this space for more than a century. Johnson’s Baby powder was first introduced in the market in 1893.
In the years to come as the Sadanis increase the portfolio the competition will also increase. Sadani has plans to enter the organic food business, and special food for pregnant women and babies.