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The Moms Co. – When Care Turned Into A ₹500 Crore Legacy

Archana Chettiar
April 12, 2025

Long before we understood what care truly meant, we felt it. In the soft warnings from the window- “Don’t stay in the sun too long,” “Come in and eat” – while we were too busy chasing cricket balls and running barefoot across summer afternoons.

That care wasn’t loud. It didn’t need to be. It was always there – constant, unwavering. Years later, one mother’s care became something more. A quiet worry over her child’s skin turned into a journey that thousands of other mothers would soon rely on.

Pursuing the best for her child became a brand that now lives in homes across the country, trusted by over two million families, and valued at over ₹500 crore.

Curious to know how? Read on

Of A New Mother

The fears of a new mother know no bounds. Every little thing feels like a test, and using any baby product seems like a dare. For one mother, these worries reached a boiling point in 2012.

Mallika Sadani, an ex-banker, shifted to India from London with her husband, Mohit Sadani, and her one-year-old daughter. But along with the multiple lifestyle changes came a challenge- her daughter’s skin condition.

She had very delicate, dry skin that would redden and turn itchy at the slightest exposure to chemicals. The doctor recommended a moisturizer, which worked wonders, but its unavailability in India posed another challenge.

To Find A Permanent Solution

Malika Sadani’s search for toxin-free, gentle products for her daughter quickly turned into growing frustration.

A banker by profession, Malika was no stranger to problem-solving. With an MBA from the Welingkar Institute of Management and a background in banking at ICICI, she had always been methodical and driven.

However, this was different. They relied on family and friends traveling abroad to bring the products they couldn’t find at home. But how long could they depend on good weather and family support?

That Delivered a Purpose

One missed delivery during a snowstorm in Boston became the tipping point. Malika was done relying on “jugaad.”

Her daughter’s discomfort became a question: Why should any mother in India have to struggle to find safe products for her baby?

She began speaking to other moms – over 200 of them. Every conversation revealed the same pain point. That’s when the banker turned into a problem-solver again – but this time, with her heart leading the way.

Together with Mohit, she set the foundation for a dream and an aim to create products that eliminate the need to import toxin-free baby care products. And so, The Moms Co. was born.

The Language of Labels

They began with one simple idea: If it’s not good enough for our child, it’s not good enough for anyone else’s.
She started with the basics, learning and discovering what it took for a product to be ‘gentle’ and ‘natural.’

More information was added to this research through conversations with pediatricians, dermatologists, and, most importantly, with mothers.

These conversations shaped everything – from the choice of ingredients to the brand’s tone. The Moms Co. became more than a product line.

Right from day one, it became a promise: We’ll worry about the science so you can enjoy the journey of motherhood.

Over 2 Years For A Breakthrough

It was time to turn research into reality. Malika and Mohit partnered with toxicologists and scientists across India and Australia to test their formulation. One scientist took it on as a challenge, working seven months to perfect it.

After 2.5 years, ₹2 lakh in savings, and over ₹1 crore in angel funding, their first range of products finally hit the market—born out of relentless pursuit and science-backed precision.

Born from Care, Backed by Science

The first range launched by The Moms Co. focused on pre-and post-natal care, followed by baby care essentials. Every product was made with natural, toxin-free ingredients backed by global safety standards.

The formulae were crafted in partnership with experts in Australia and tested rigorously to ensure they are safe for sensitive Indian skin before reaching shelves.

Plus, the brand collaborated with manufacturers with 30+ years of experience building natural product ranges.

That Spoke Like a Mom

Their first campaign was not built in a boardroom—it was Malika’s story—a mother talking to other mothers. From day one, The Moms Co. wasn’t just selling products. It was building a community. And it worked!

While building different product ranges for babies and mothers, Malika ensured to stay in touch with the customers as much as possible through WhatsApp messages, Instagram, and other channels.

One mom used it, loved it, and told five more. That was the magic
Mothers started trusting The Moms Co.

One of their earliest customers, an expecting mother, called Malika at 9:30 p.m., asking for a baby kit delivery before heading to the hospital. She said she wanted the best for her newborn from day one.

Meeting Moms Where They Are

The first zero-to-ten customer base was formed with one idea: just ensure that we go wherever our customers are and they don’t have to hunt for the product.

The Moms and Co. started with an online platform and added offline sales to its purview within the first three months of the launch. Keeping in mind the idea of reaching the customers, the brand started adding visibility through medical channels.

Mohit leveraged his network to place the brand inside hospital waiting rooms, making them the first brand of its kind to do so.

In the first year of its launch, the brand kept expanding the definition of mom’s skincare-post-maternity, maternity, aging, and simplifying skincare solutions.

More Moms, One City at a Time

As The Moms Co. grew from 3 to 40+ products, the need for capital also increased. After the initial angel investment, the brand reached out and sealed three investment rounds from DSG and Summer Capital.

Malika used the funding to launch The Moms Co. Store in 2018 and grow it to 250 locations by 2020. The strategic move added an impressive ₹22.3 crore to the company’s turnover and took the brand presence to over 1500 stores in India.

To Belief: Moms Found Their Voice

In 2020, The Moms Co. launched the campaign #ThemomscoMom, spotlighting real stories of motherhood.

No gloss, no filters—just the raw, tender, and brave voices of moms across India.

The campaign resonated deeply, cementing the brand’s position not just as a seller of products but as a supporter of the motherhood journey.

A Household Name

Over the next few years, The Moms Co. expanded steadily—first into skin and hair care and then wellness. But they never strayed from their core: to create solutions for moms and families who deserved better.

By 2021, The Moms Co. had already touched the lives of over a million families. The products were available in 20,000+ stores, and the brand had expanded into skin care, hair care, and wellness for moms and families alike.

That year, they joined hands with The Good Glamm Group in a deal that valued the brand at around ₹500 crore and marked India’s largest D2C exit in 2021.

Still The Go-to Mom Brand

Today, The Moms Co. offers over 50+ products, has served over 2 million customers, and is one of India’s most trusted names in toxin-free personal care.

But if you ask Malika what matters most, it isn’t the revenue or reach. It’s the late-night DMs from moms saying, “Thank you. I finally feel safe using something on my baby.”

It’s the knowledge that a mother isn’t second-guessing what she’s using somewhere. Because someone once did – and turned that worry into something beautiful.

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Archana Chettiar

+ posts

I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.