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The Moms Co: “From an ingredient-safety perspective, we are about ten years ahead in the sector”

Started in 2016 by husband-wife duo Mohit and Malika Sadani, The Moms Co has a wide range of safe, natural and non-toxic solutions for expecting mothers, babies and mothers. The motto of the brand states “Nature In, Toxins Out” which further affirms that the ingredients used in the products are made without parabens, sulphates, mineral oil or any potentially harmful chemical. What’s more, The Moms Co. has been certified cruelty-free by PeTA which testifies to the fact that their products are never tested on animals.

Mrs. Malika Sadani, Founder and CEO of The Moms Co. talks about the story behind the inception of the brand, the process behind selecting the ingredients, the recent cruelty-free certification by PeTA and how the ‘Vocal for Local’ is a promising initiative in an exclusive interaction with Mommy & Baby Times (MBT).

August 17, 2020

MBT: How did the idea to start The Moms Co come about? Please take us through the business. The journey right from the genesis of the brand to where it stands now.

Husband-Wife duo Mohit and Malika Sadaani, Founders of The Moms Co

Malika Sadani: The Moms Co. came about from a personal struggle to find safe and natural products for my daughters. When my elder daughter had her first skin reaction, I realized that it was difficult to find quality natural products for babies in India that were both safe and effective. There were times when I asked friends and family coming from abroad to bring natural baby products. However, after speaking to over 200 moms, I realized that they too face the same problems. That was when the idea to create a brand that is truly a moms’ partner on their journey into motherhood came alive. I started The Moms Co. with a mission to help moms make natural, safe and effective solutions for themselves and their families. What started as a journey with a promise to create naturally safe products that I can use for my daughters quickly evolved and today we are a family of over 10,00,000 moms in over 100 Indian cities and towns.

Today, we solve for concerns moms have across their pregnancy, hair care, skin care and baby care as well. We aim to solve all their concerns and many women look to us as their partners for stretch marks, pigmentation, dark circles, acne, dry skin for babies, and much more.

“What started as a journey with a promise to create naturally safe products that I can use for my daughters quickly evolved and today we are a family of over 10,00,000 moms in over 100 Indian cities and towns.

MBT: Being one of a kind company that creates certified and toxin-free solutions for expectant mothers, mothers and babies; how do you select the ingredients for the particular products?

MS: It is our constant endeavour to create natural, toxin-free products and for this reason, every product formulation undergoes rigorous tests before it reaches our consumer. Each ingredient that is used in our product is first checked against top 5 international toxicity databases which include EWG, Paula’s Choice, Whole Foods Market and Safe Cosmetics. If there is any concern raised on an ingredient in the scientific community anywhere in the world, that ingredient will not be included in our products.

For identification of a potentially harmful ingredient to it not being used in products, is usually a 10-year cycle. Since we remove the ingredients from our products at the early stage once it gets identified, we are typically 10 years ahead of many other brands in terms of safety.

All our products are made without parabens, sulphates, mineral oil and many more harmful or potentially harmful ingredients in our products.Ingredients such as Sodium lauryl sulphate (SLS) used in shampoo tend to strip moisture away are replaced with coconut-based cleansers which are gentle on the scalp and hair. Lanolin, which is derived from sheep fat, is used in nipple butters for breastfeeding moms. However, our nipple butter makes use of calendula oil, kokum butter and wheatgerm oil. We work extremely hard to find effective and safe ingredients and ensure that our products go through various clinical tests before they are launched.

 “With PeTA’s cruelty-free certification, we hope to make our consumers confident to choose not only natural, non-toxic products, but the products which are also better for them and better for nature.”

MBT: Could you please share some details about the recent PeTA certification? How does it reflect in the overall value proposition of the company?

MS: We have always looked at sustainability from a holistic perspective and have always taken a strong stand against animal cruelty. Since the very beginning, we have ensured that our formulations and products are not tested on animals. We have maintained this understanding with our vendors as well.

With PeTA’s cruelty-free certification, we hope to make our consumers confident to choose not only natural, non-toxic products, but the products which are also better for them and better for nature.

MBT: Since the outbreak of the pandemic and the crisis that it has ensued, do you perceive any shifts in consumer behaviour, especially amongst new parents with regard to the kind of products on which they would like to spend more money?

MS: The pandemic has made parents more aware of the choices they make, and we have seen many of them turn to Natural, Toxin-Free choices for their home. Also, many consumers are looking at e-commerce as their primary source of buying and that allows many new consumers to discover brands like The Moms Co. for the first time.

“The Moms Co. has been built as a brand with the highest international standards and we believe that with the ‘Vocal for Local’ sentiment, it would really help brands like us get adoption in India.”

MBT: As the term ‘Vocal for Local’ is gaining strong sentimental value amongst masses which will encourage the consumers to opt for Made in India brands; what are your views on this ethos and what does it mean for the baby care and maternity sector in India?

MS: It is a great opportunity for Indian-made brands to shine on not only the Indian, but the global stage. In the past few years, the quality of products manufactured in India has been improving. The Moms Co. has been built as a brand with the highest international standards and we believe that with the ‘Vocal for Local’ sentiment, it would really help brands like us get adoption in India and get our consumers to notice that even brands like us, which is Made in India, do offer the high quality products that they are looking for.

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