Pregnancy & baby care products startup The Moms Co. raises seed round

By Shruti Jain

  • 22 Mar 2017

Amishi Consumer Technologies Pvt. Ltd, which runs pregnancy and baby care products firm The Moms Co., has raised an undisclosed amount in seed funding from co-founder of food startup Fingerlix and beverages firm PaperBoat Shripad Nadkarni, Nestle executive Nandu Nandkishore, and senior partners from McKinsey, the company told VCCircle.

It will use the funds for consumer research, brand-building, team expansion, inventory management, and to partner with e-tailers like Flipkart and Amazon.

The Moms Co. plans to sell baby care, pre-natal and post-natal products, including body wash, body butter, body oil and foot cream, and it claims it will use only natural, toxin-free ingredients to manufacture them. Founded in 2016 by Snapdeal’s former growth and strategy head Mohit Sadaani and former banker Malika Sadani, the company did a soft launch of its products last week.

“The products are formulated and tested to make sure they meet every international safety standard, and all our products are Australia-certified toxin-free and Made Safe,” said Malika.

Nandkarni co-founded Fingerlix, which offers fresh, ready-to-cook food items, in 2016. He is also co-founder of Hector Beverages Pvt. Ltd, which manufactures soft drinks and beverages under the PaperBoat brand, which is backed by Sequoia Capital and Infosys co-founder NR Narayana Murthy's private investment arm Catamaran Investments Pvt. Ltd. His previous investments include Hokey Pokey ice cream.

Other firms in the baby and maternity care sector include BrainBees Solutions Pvt. Ltd-run FirstCry, an e-commerce platform for kids' and mothers' clothes and accessories. It acquired Mahindra & Mahindra’s baby care business BabyOye in October last year.

Mumbai-based parenting and baby care startup had raised an undisclosed amount from IIFL Wealth Management founder Karan Bhagat and a clutch of other angel investors in October last year.

Prior to that, Bangalore-based parenting app BabyBerry had secured $1 million (Rs 6.8 crore) in angel funding from industrialist Nitin Bagmane and some undisclosed investors.

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