The Moms Co’s Winning Formula to Becoming a ₹100 Cr Baby Care Brand and ₹500 Cr Acquisition

What do you do when the market fails to meet your most basic needs as a parent? For Mohit and Malika Sadani, settling was not an option – they built a baby care brand instead!

The Moms Co. started from the challenge faced by two concerned parents who could not find safe, toxin-free products for their newborn baby. Instead of compromising, the Sadanis turned that unmet need into a business that quickly found resonance with thousands of Indian mothers.

Their story is a case study in how deeply personal insights, when backed by business acumen and customer obsession, can lead to category-defining growth.

Want to watch the video instead?

Watch this podcast to learn how The Moms Co. achieved a ₹100 crore ARR in just 5 years!

A business born from personal need

Back in 2016, when Malika struggled to find natural, reliable skincare products during her pregnancy, she realised she wasn’t alone. What started as a mother’s concern soon turned into a business with a clear purpose. She soon created safe, effective, and 100% natural products for mothers and children. 

With backgrounds in finance, consulting, and marketing, Mohit and Malika brought complementary skill sets to the table, turning their personal pain point into a powerful brand mission.

Building trust with natural ingredients

From day one, The Moms Co positioned itself as a brand that mothers could trust. The focus on natural and toxin-free ingredients reflected their company’s values. 

The founders didn’t stop at “natural”. They focused on the science of safe formulation, pointing out that even natural ingredients can be harmful if not properly tested. Their approach combined deep research with customer empathy and created products that are safe and useful.

Pivoting from “baby care” to “mommy care”

As the brand launched its first range of baby care products, a recurring question began to surface by mothers who asked the question “what about me?”.

Mothers spoke about postpartum hair fall, muscle recovery, and changes in their skin and body that no brand seemed to be addressing with the same care and intent. 

Malika said that her inbox was full of new urgent requests for support. The brands listened closely and responded by building for moms. What began as a baby-first brand naturally evolved into a mom-first movement with babycare becoming a part of the product range designed for moms.

Listening, learning, and scaling

Instead of assuming what mothers needed, Mohit and Malika did the hard work of listening. Malika delivered products herself and her team conducted in-depth feedback loops to incorporate customer voices. This customer-first mindset led to organic product line expansions. 

The Moms Co. started small, listened intently, and scaled intentionally. Soon, they grew from pregnancy care to baby care and beyond — driven not by trend, but by demand.

₹500 Cr acquisition by The Good Glamm Group

In 2021, The Good Glamm Group acquired The Moms Co. for ₹500 crore (approximately $67 million), making this deal India’s largest D2C brand exit at the time.

After years of scaling the business, the couple made the decision to exit by partnering with a larger company to take The Moms Co to new heights. This strategic move ensured broader distribution, faster growth, and more resources for innovation. 

Here’s what made The Moms Co. Acquisition-Worthy?

• Rapid revenue growth: Crossed ₹100 crore ARR in ~5 years

• Strong brand recall: Built trust with a critical consumer segment — Young mothers

• Customer-centric product development: Products were launched based on direct feedback and real user insights

• Omnichannel play: Available across 20,000+ retail outlets and popular marketplaces (Amazon, nykaa, etc.)

• Clean label movement: They capitalised on the growing demand for safe, natural, toxin-free personal care in India

Key takeaways

In an era where product authenticity is non-negotiable and customer trust is earned, not bought, The Moms Co quickly stood out. From bootstrapping their early days to engineering a strategic exit, Mohit and Malika’s journey is rich with takeaways for any entrepreneur—especially those looking to turn personal pain points into profitable, purpose-led ventures.