Insight
Safety and Trust Outweigh Pricing in Pregnancy and Baby Care Purchases
“The biggest insight we got was that the segment that we operate out of, which is pregnancy and baby, is led very high by safety and transparency and belief and trust on the ground. It's not got to do with pricing because it is a moment of everyone's life where…”
Assertion Not checkable as stated
Tier-Two and Tier-Three Cities Drive 45% of The Moms Co. Sales
“Even till now about 45% of our sales comes from tier two and tier three. It's not from the tier one cities.”
Insight
Low-Friction WhatsApp Ordering Succeeds Because Mothers Are Acutely Time-Starved
“Our biggest insight also in the segment that we realized that moms genuinely are starved for time, right? Because they're constantly running after kids. And just the fact that you have a WhatsApp number who you could just send out a message to saying that, you…”
Assertion Not checkable as stated
The Moms Co. Website Serves 15,000 Postal Codes Across India
“From our own website, we've done about 15,000 pin codes and gone all the way from, you know, the north east To like anywhere and everywhere across the country right now.”
Insight
Toxin-Free Skincare Is Now a Baseline Hygiene Factor in India
“The conversations which we started was first we had to explain what toxin-free meant. We're not anymore in the similar space where women don't understand toxin-free, but people understand that, and now it's moved not just from what you keep out in your product…”
Assertion Not checkable as stated
Indian Consumers Shifted From Coconut Oil to AHA and BHA Actives
“There are conversations happening of ingredients like AHA, BHA, which was not where it was, right? About five years back, it was about cocosia. The oil that you use, the coconut oil was like very, really popular. But now I think the consumer is becoming a lot …”
Assertion Not checkable as stated
The Moms Co. Sold Initial Baby Care Production Runs via WhatsApp
“And our entire first two batches that we had made for baby production were sold to these consumers because they were the ones who were the first people who came back and made the purchase and all of that happened Staying in touch with them for WhatsApp.”
Insight
Women Quitting for Childcare Face Unspoken Workforce Re-Entry Anxiety
“When the woman decides to quit her job to look after her child it's not spoken about often is that there's a lot of inherent fear. Will I ever be able to come back or not?”
Assertion Not checkable as stated
The Moms Co. Spent 2.5 Years Developing Its First Product
“It took almost about two and a half years to get the first product out.”
Disclosure
High Mumbai Real Estate Costs Killed Malika Sadani's Earlier Crèche Startup
“Before this, I had decided to do and try my hand on building a business model for another startup, which was again in a very similar space of opening creches. It was just that I wanted to open creches in Bombay and I figured the real estate price was not, it w…”
