The baby and mom care brand had recently touched Rs. 100-cr revenue mark recently and it is further looking to expand in international markets.
February 01, 2021
Direct-to-consumer brand, The Moms Co, which has reached the Rs. 100-crore revenue mark recently is looking to expand its offline retail presence strategically to widen its geographic reach in the country. Based in Gurgaon, the home-grown start-up that offers pre-natal and post-natal personal care products for moms, besides its baby care range, had raised USD 8 million in September, 2020 in its third round of funding from Indian and international venture capitalists.
Malika Sadani, Founder and CEO, The Moms Co, said, “We will focus on deepening our retail presence and further growing the brand awareness this year. Since July, our retail presence has grown nearly 10 times. We are looking to expand our retail presence across 10 cities in this year. By March, we expect to be available across 2,000 stores.” The company is also mulling expansion in international markets such as the US and West Asia, she added.
Two weeks ago, the Moms Co had started its digital campaign titled “Maa Ka Expert Partner” featuring actress Genelia Deshmukh. The natural personal care brand sells a range of 40 products such as – baby wash, lotion, hair, and face care products for moms, and is also looking to strengthen its product portfolio with the addition of 15-20 new products this year.
Speaking about the revenue growth, Sadani said, “We touched the 100-crore revenue mark about two months ago. Even at this scale, we haven’t lowered our aspirations for growth percentage and expect… revenues to grow to about Rs. 300-400 crore in the next 2-3 years.”
Sadani said the brand’s “sharp proposition” that focuses on meeting the evolving needs of moms and their babies, has enabled them to swiftly ramp up in a segment, that is highly penetrated with the strong presence of established brands.
She further added that “earlier, there was reluctance in consumers to shop online and it was tough to build brands digitally. With the accelerated adoption of digital platforms for purchases, there is a strong growth opportunity for direct-to-consumer brands. In a market like India, where new brands are getting introduced constantly, companies need to ensure their product is available across channels. Hence, we have stepped-up efforts to establish a strong infrastructure to grow the brand’s presence across retail stores.”
Sourced via: The Hindu