From A Mother’s concern to a Rs. 500+ Crore Brand: The Moms Co. Success Story

SUMMARY

• The Moms Co. was founded in 2016 by Malika Sadani and Mohit Sadani after Malika could not find a single safe, toxin-free skincare product for her daughter in India despite speaking to over 200 mothers who faced the exact same problem
  
  

• Instead of chasing scale early, the brand spent years building real trust, getting internationally certified and staying personally connected with every customer
  
  

• What started with 15 lakh in personal savings and 2 lakh in first-year revenue became a brand serving over 10 lakh families, before being acquired by Good Glamm Group in 2021 for INR 500 crore, India's largest D2C exit that year
  
  

The Beginning Of The Moms Co.

In 2016, after returning to Gurgaon from London, Malika Sadani stepped into motherhood with the same concerns many new parents experience. While shopping for her daughter, she noticed how difficult it was to confidently choose baby products in India. 

Every bottle looked promising from the front, but the ingredient lists raised more questions than answers. Some products claimed to be gentle and natural, yet there was very little transparency about what they actually contained. 

Over time, she started asking friends and relatives travelling abroad to bring skincare and babycare products from other countries because she trusted them more. What began as a personal concern slowly turned into something bigger when conversations with other mothers revealed the same confusion and hesitation. That repeated pattern made her realise there was a genuine gap in the Indian market.

Why Mothers Wanted Something Different

At that time, the babycare industry in India was already filled with established brands, but most of them followed a traditional approach. Their focus stayed limited to basic baby products, while the needs of expecting and new mothers were often overlooked. 

More importantly, modern parents had started becoming far more ingredient-conscious. They wanted safe formulations, proper certifications, and brands that openly explained what went into their products. Instead, many companies relied heavily on attractive packaging and vague marketing terms like “herbal” or “natural,” which slowly weakened consumer trust.

 Malika understood that today’s mothers were not just looking for another lotion or shampoo. They were searching for peace of mind. Rather than accepting the lack of trustworthy options, she decided to build a brand that focused equally on safety, transparency, and emotional connection with mothers.

Building A Brand Mothers Could Finally Trust 

In 2016, Malika and her husband Mohit Sadani started The Moms Co. with 15 lakh of their own savings. With just one simple promise: If it was not safe enough for their own child, it would never reach another mother. That promise became the foundation of the brand. 

They worked with toxicologists from India and Australia, tested every ingredient carefully, and earned certifications like Australia Certified Toxin-Free and Made Safe, something very few Indian brands were doing at that time. When the first range launched in March 2017, there was no grand campaign around it. Just products designed for pre and postnatal care, backed by science instead of marketing.

Why Mothers Started Talking About The Moms Co. 

One friend recommended it to another. Someone mentioned it in a WhatsApp group. A cousin brought it up during a family conversation. The brand did not grow because of loud advertising. It grew because mothers trusted it enough to share it with people they cared about. Malika personally stayed connected with customers, reading feedback and replying to messages herself. That closeness made mothers feel heard in a way most brands never bothered to.

Meanwhile, Mohit focused on building trust differently. Instead of depending only on social media campaigns, he placed products in hospital waiting rooms and maternity clinics spaces where expecting mothers were already searching for something reliable. By 2020, The Moms Co. had expanded to over 250 physical locations across India.

The Brand That Connected With Mothers Across India

What surprised the team most was where the growth was actually coming from. Like many skincare brands, they expected most customers to come from metro cities where people were already familiar with toxin-free skincare and clean beauty.

 But the reality was very different. Nearly 45% of sales came from Tier II and Tier III cities. Families from smaller towns, who had always wanted safer skincare options but rarely had access to trustworthy brands, slowly became some of the company’s biggest supporters. From Jharkhand to the Northeast, orders started coming from places nobody had specifically targeted. There were no massive campaigns or celebrity promotions in those regions. 

The growth happened naturally because the need already existed. Mothers everywhere were looking for products they could trust for themselves and their children. That was when The Moms Co. realised it was not just building a skincare brand for metro cities. It was building trust for mothers across India.

What The Moms Co. Really Built

Today, people know The Moms Co. as a INR 500 crore brand. People talk about its growth, success, and expanding presence in India’s skincare industry. But the real story was never just about numbers or valuation. It started with one mother standing in a store, trying to find something safe enough for her child and realising that none of the available options felt trustworthy enough.

 Instead of accepting that frustration like everyone else, Malika Sadani decided to build what she herself could not find. And that is what made The Moms Co. different. It did not just sell skincare products. It gave mothers reassurance in a market filled with confusing labels and empty marketing claims. Every product, certification, and customer conversation reflected the same idea for trust had to be earned. Because in the end, The Moms Co. was never just a skincare brand.

Website themomsco.com