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The Moms Co. Scaling Up New Heights in its D2C Journey

Being a part of the larger content to commerce ecosystem allows us to reach over 100mn consumers. The Moms Co. is today one of India’s most trusted brands and with The Good Glamm Group’s distribution and technology support, we would be able to reach many more households. They also have a great retail presence and we are looking forward to taking learnings from them and using their network to expand our physical presence. Since our retail journey is still in its initial stage, there is a lot that we can see happening in terms of city-wise expansion and advertisements for the brand.”

The Good Glamm Group has acquired The Moms Co., India’s leading mom, and baby care brand to further boost its growth across South Asia. With the acquisition which has been the largest-ever transaction in the beauty & personal care segment, The Moms Co. has set out a goal to achieve an INR 500 crore revenue run rate in the next two years. Following the acquisition, India’s first ‘Nature In. Toxins Out’ brand will continue to work as an independent entity. Over the last four years, the brand has served more than two million customers across 20,000 pin codes in India.

In an interview with Mommy & Baby Times, Malika Datt Sadani, Founder and CEO, The Moms Co. shares insight into the kind of prospects she foresees in terms of growing the business, the market reach of the brand, the various strengths of the brand, and the notable trends in the buying habits of new mothers of today.

November 18, 2021

Malika Sadani

Malika Sadani, Founder and CEO, The Moms Co.

Mommy & Baby Times: As The Moms Co. is now a part of The Good Glamm Group in what is marked as the largest-ever investment in the personal care space in India – what opportunities do you look forward to in terms of scaling up the business?

Malika Sadani: The Moms Co. will continue to work as an independent entity. With the exposure to the content-to-commerce ecosystem, we aim to reach more households in the coming months. The Good Glamm Group has a huge community of digital and traditional touchpoints that would give The Moms Co. great opportunities in terms of reaching audiences.

MBT: Kindly shed light on the present market reach of the brand in Tier 1,2,3 cities. How do you strategise to strengthen the online and offline presence?

MS: Our present market share comes 40 percent from Tier 1 cities while the remaining 60 percent is from Tier 2 cities and beyond. Now, we will be able to leverage a large digital audience of over 100 million users across POPxo and BabyChakra, along with more than 220,000 Plixxo influencers and BabyChakra’s 10,000 doctors’ network. Additionally, The Moms Co. will also ramp up its retail presence from its 1,500 retail touchpoints today to over 30,000 from the group to drive adoption of our personal care and baby care ranges.

MBT: What are your plans in terms of product expansion? Are you looking to foray into any new categories at the moment?

MS: We have plans to launch over 20 products in the next six months to cater to the diverse needs of the Indian consumer. We always wanted to be a mom’s trusted partner in her journey to motherhood and categories that help moms in making natural, safe, and effective choices for them and their families and this is where we would look to foray.

MBT: Being part of a larger group in the content-to-commerce ecosystem, how will it reflect in the value proposition of The Moms Co.? How do you plan to leverage the digital capabilities of the group?

MS: Being a part of the larger content-to-commerce ecosystem allows us to reach over 100mn consumers. The Moms Co. is today one of India’s most trusted brands and with The Good Glamm Group’s distribution and technology support, we would be able to reach many more households. They also have a great retail presence and we are looking forward to taking learnings from them and using their network to expand our physical presence. Since our retail journey is still in its initial stage, there is a lot that we can see happening in terms of city-wise expansion and advertisements for the brand.

“We will be able to leverage a large digital audience of over 100 million users across POPxo and BabyChakra… Additionally, The Moms Co. will also ramp up its retail presence from its 1,500 retail touchpoints today to over 30,000”

MBT: Please describe the capabilities of the company in manufacturing and R&D. Also, tell us about the product-development process and the key strengths.

MS: We have an in-house R&D capability and all the products are developed by our team with a fairly exhaustive product development programme. The entire testing period takes about 6 months for products that are made for mothers and about 9 months for baby products. First, we start with the identification of ingredients that includes search and validation processes after which the base formulation is made. We then identify actives that bring in product efficiency. Subsequently, the product is sent for testing on heavy metals, lead, pH values, and all other physical parameters. Then comes the feel test where consumers share their feedback on the product performance. We send the product for stability tests where the product gets tested for its stability in various conditions which cater to the products’ lifespan. All our products are then classified and dermatologically tested for non-irritant properties and whether the product meets the claim criteria. Once all the efficacy tests are passed, that’s when the product actually goes for production.

Our key strength would be the kind of relationship we have built with suppliers over a period of time. We are known in the market to source very high-quality ingredients and that’s why we have been the first choice for introducing new actives and ingredients in the Indian market. For instance, the Kakadu plum, Bakuchiol, and sea buckthorn are a few of the actives that were first identified by us. We are traditionally known for launching new and high-quality actives that can make products really work.

Also Read: The Moms Co. launches Natural Tummy Roll On for Kids

MBT: Have you observed any noticeable evolution amongst millennial parents with regard to their shopping patterns in the baby care segment?

MS: What I have noticed as a trend is the need to associate with the brand’s philosophy has become extremely important in the minds of the people. There is a lot of awareness and parents are not hesitant in questioning the product ingredients and safety methods. Back then, the category of baby care was only limited to moisturizer, oil, and cream. There is now a vast array of options in the baby and mommy care segment. We didn’t have products like tummy rollers, mosquito repellents, bottle cleansers, toy cleansers, veggies washes, and the truckloads of things that a baby can own now. This has dramatically affected the shopping patterns of parents now v/s then.

With the amount of information available, millennial parents are becoming a lot more aware of the type of products that exist and how they can choose the best products for their children.

MBT: Moving ahead, how do you foresee the future years of The Moms Co.?

MS: As we go forward, we aim to meet the INR 500 crore mark in the next two years. Also, we will strive to continue being a trusted and preferred choice for the mothers.

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