Mumbai: The Good Glamm Group, a direct-to-consumer beauty and personal care announced completion of 100 per cent acquisition of The Moms Co. This comes on the heels of the group announcing the completion of its Sirona transaction and its increases in shareholding in its other portfolio brands Organic Harvest and Winkl.
In October 2021, the Good Glamm Group acquired a majority stake in The Moms Co. through a cash and stock deal, leading to partial exits for The Moms Co. founders and full exits for investors like DSG Capital and Saama Capital. The remaining shares held by the founders were fully acquired by Good Glamm Group over the last two years, completing a 100 per cent acquisition.
Over the past three years, key functions of The Moms Co. have been integrated into the Good Glamm Group’s operations. After leading the business for a year post-acquisition, the founders stepped down from day-to-day roles last year, transitioning full control to Good Glamm Group’s central teams. Since the acquisition, The Moms Co. has seen rapid growth, driven by the direct-to-consumer channel using Good Glamm Group’s content-creator-commerce flywheel.
The brand has also expanded internationally, retailing in Carrefour and Lulu in the UAE. And is now preparing to enter additional international markets.
“It has been wonderful to see the Good Glamm team integrate The Moms Co across various functions and grow the brand over the last two years. We continue to cheer for and are excited for, what lays ahead for The Moms Co and the Good Glamm Group and wish the teams all the success in this next phase of growth” added The Moms Co founders Malika Sadani and Mohit Sadani.
“It has been an incredible journey integrating The Moms Co into the broader Good Glamm Group framework to scale the business across D2C, offline, and international markets. The Moms Co is highly trusted for its proven efficacy among moms and babies. The brand experienced significant growth over the last two years and we aim to maintain this momentum by leveraging our content-to-commerce growth engine.” said Good Glamm Group, froup founder Darpan Sanghvi
In August 2023, The Moms Co. had launched ‘The Mompreneurs Show – The Hunt for India’s Top Mom-led Startups’, a pioneering initiative aimed at supporting and mentoring mom micro-entrepreneurs across India. The show garnered more than 1 lakh registrations from mom-led startups, out of which 80 finalists received mentorship from industry leaders. The Top 3 winners of The Moms Co Mompreneurs Show receive financial and marketing grants from The Good Glamm Group and a chance to get co-investments from members of the advisory board and jury.
Looking ahead, Good Glamm Group remains committed to driving innovation, market expansion, and customer satisfaction. Future initiatives include launching new products, expanding into international markets, and enhancing digital capabilities to maintain a competitive edge in the beauty and personal care industry.
Mumbai: Leading toxin-free & natural personal care D2C brand The Moms Co. has roped in soon-to-be mother and actor Sonam A. Kapoor as brand ambassador for its skincare & babycare range.
The actress believes in the company’s natural, toxin-free, and highly effective products that don’t compromise either efficacy or safety. With this association, the company will also launch its first-ever television campaign to promote its natural skin care products that come with proof of performance.
The TV commercial talks about how the products are entirely natural and dermatologically tested, and that 100 per cent of women who used them noticed smoother skin.
Speaking about her association as a brand ambassador with The Moms Co. Sonam said, “The Moms Co. is a brand that was born out of a mother’s need to find the best products for her baby and is built on the philosophy of creating products that are natural, effective, clinically tested and one that meets global safety standards. I have been using The Moms Co.’s products as part of my daily skincare regime and they have proven extremely effective for me and I look forward to using them for my baby as well.”
The Moms Co. founder & CEO Malika Sadani said, “Over the past five years, The Moms Co. has become India’s go-to brand for safe and effective products and is trusted by over two million consumers. In this journey, we have found the perfect partner in Sonam A. Kapoor. She is known for her conscious and discerning choices in all aspects of life. The synergy between our brand values and what she represents is remarkable. We are delighted to partner with her to make The Moms Co. reach many more homes.”
Commenting on this launch, The Good Glamm Group CEO of beauty and FMCG brands business Sukhleen Aneja commented, “The Moms Co. is the first brand The Good Glamm Group acquired, and to see the brand grow and make such bold moves is really exciting. The Moms Co. is one of our most awarded clinically certified brands within our portfolio. It creates clinically proven products encouraging women to love their skin without compromising. With its new campaign, we would like The Moms Co. to become the first brand of choice for mom and baby backed by-products that are gentle yet highly effective.”
In October 2021, The Moms Co. was acquired by South Asia’s largest beauty and personal care conglomerate and beauty unicorn The Good Glamm Group with an aim of increasing the company’s Rs 500 crore revenue run rate over the next two years. The acquisition was one of the largest DTC (depository transfer check) transactions to have taken place in India. The partnership between The Good Glamm Group and The Moms Co. developed between the founders on a shared vision of leveraging content-to-commerce as a growth engine.
New Delhi: A large part of the Indian economy depends on the small and medium enterprises that are present in every nook and corner of the country. They contribute a significant amount of money in direct and indirect taxes and help in rotating the wheel of the financial world. More often than not, these entrepreneurs rely on word-of-mouth branding, perform reasonably well in their domain, and have a modest base of loyal customers. However, they face a huge challenge when it comes to scaling their businesses outside a specific boundary or to multiple states. They do not have strong budgets and reliable teams to handle the advertising and demand it generates. However, digital medium has helped them in solving this problem to a large extent. During the initial days of Covid2019, many of these players lost a huge chunk of business as shops were closed and most customers turned to e-commerce. Amid such times, many of them turned to digital to find new buyers. They started advertising on mediums such as Facebook, Instagram and others to find like-minded customers and connect with them.
In light of this, Facebook is working towards bringing these entrepreneurs and professionals to its platform and helping them amplify their business.
To celebrate such entrepreneurs and small businesses, the social media giant recently launched the Nayi Shuruaat campaign. It aims to celebrate the resilience small and medium businesses have shown to pivot and make a nayi shuruaat (new start) amidst the biggest crisis the world has seen in recent times. The initiative lauds real stories of optimism, strength, and economic recovery from across the country.
Facebook India director, small and medium businesses Archana Vohra said, “Facebook’s goal has always been to enable new opportunities for businesses, especially for the more than 60 million small businesses across India. In the face of so much uncertainty, we’ve remained inspired by how small businesses have reinvented themselves by moving online – many for the very first time. Every day we see amazing examples of SMBs using the Facebook family of apps to pivot, and make a new start, and grow through this particularly challenging time. This film is about celebrating their economic recovery and nayi shuruaats, and we hope that their resilience will inspire millions of other small businesses and entrepreneurs across the country.”
The film focuses on three unique small businesses – The Moms Co that sells toxin-free mom and baby products, coffee brewing small business Sleepy Owl, and Doodlage, a sustainable fashion brand.
While coming from distinct industries, all three businesses bounced back from the pandemic by leveraging the strength and reach of their Facebook and Instagram communities.
"We started The Moms Co three years ago with a Facebook post, and built a strong community of mothers across India that has helped us become a leading brand for natural, toxin-free, and safe personal care products for moms and babies. Covid brought our expansion plans to a sudden halt, forcing us to re-evaluate our strategy and figure a way to make a new start amidst the new normal. We turned to our Facebook and Instagram communities to grow in these times. Over the last few months, we've done regular engagements, interactions, and Lives to engage, learn, and even institute new product development processes. We've seen our business grow 200 per cent over pre-Covid levels, and Facebook has been central to this," said The Moms Co co-founder Malika Sadani.
Doodlage co-founder Kriti Tula said, "Doodlage was born with the dream of bringing together fashion and sustainability. The drive behind Doodlage resonated with people on Instagram. Our products are made by upcycling factory waste, recycling second-hand clothing and industrial waste. When Covid struck, many brick and mortar stores we stock at struggled or went through a worse fate. Connecting with our digital consumers became more important than ever. Our business has grown three times of what we were before the pandemic, and our usage of Facebook and Instagram has more than doubled in this span. With the support of our community on Instagram and Facebook, we were able to bounce back in these tough times, and deliver not just across India but also expand to Australia, Dubai, Singapore and Europe.”
"Sleepy Owl started with the vision of building an indigenous coffee brand in India. We're a digital-first brand and while starting out used the Facebook platform to build the brand and spread awareness. Our community on Facebook and Instagram helped us grow from a small kitchen in Dwarka, Delhi to retail shelves across India. But when the world shut down, our Facebook and Instagram community came to our help yet again, helping us make a new start. Since March, we've used Facebook and Instagram a lot more than we did before the pandemic; we've reached new customers and coffee-lovers, taken orders online, and served more 150,000 cups on the back of digital," said Sleepy Owl co-founder Arman Sood.
The Nayi Shuruaat film has been made by Wunderman Thompson and the campaign will run across print, digital, and television.
In the last few months Facebook has also taken numerous steps to support the economic recovery of small businesses. As part of its $100 million global grant for small businesses, the company announced a $4.3 million grant for small businesses in India. The social networking platform has also taken its industry leading skilling programs online to provide continuous support to small businesses through the pandemic.
Its flagship skilling program ‘Boost with Facebook’ is now being delivered through Facebook Lives in both English and Hindi to reach out to a larger audience. The company recently rolled out a local SMB Guide in Hindi and English to help small businesses move online seamlessly reaching out to 9 million small businesses across India.
This year, a key focus for Facebook in the Indian market has been bringing small businesses onboard its platform in order to help them expand their businesses. These businesses do not have the resources and capacity to spend heavily on ATL, BTL advertising. Hence, Facebook aims to bring them online where they can leverage digital advertising and spend according to their appetite and reach the audiences they wish to connect with.
Over the last couple of months, the brand has launched several ads in its More Together series where it showcases how people can use their connections to do more. It has focused on how people have helped small businesses sustain during this period.
On Diwali, it launched a seven minute film where it showcased how a young entrepreneur helps sustain as many households as possible through the hardships of the pandemic via her dairy venture. The film beautifully showcases how the employees make use of Facebook to amplify their message and attract new customers.
A lot of entrepreneurs are already advertising on Facebook to expand their business. If the brand can get more people to join the platform it will definitely have a huge impact on its revenue. Simultaneously, the platform will also have to continuously innovate to ensure that people connect more on the social media platform and its audience base continues to increase.
MUMBAI: The Moms Co. today launched its first-ever nationwide cross-platform digital campaign, ‘Science of Motherhood’, which features a narrative by founder and CEO Malika Sadani, that describes every mom’s struggle when it comes to finding the right products for her baby’s well being and how she can now take matters into her own hands. The campaign has been conceptualized by Spring Marketing Capital and directed by Sohini Dasgupta of Big Momma Productions.
Motherhood can be one emotional rollercoaster, but there is a science to it. The short film builds on this proposition and showcases how all the products of The Moms Co. are made with world-class expertise and a sharp mother’s instinct. The Moms Co. incorporates science into motherhood, by working with researchers from Australia, Switzerland and India to create the best-in-class natural products that are safe for both the mom and the baby.
The Moms Co. founder and CEO Malika Sadani said, “I’ve spent many years interacting with moms and understanding their concerns. Being a mom of two, I empathise with a mom’s journey, her problems and the reluctance to make any compromise when it comes to the safety of her child. To us, motherhood is a science governed by its own codes and rules, but it's also an experience steeped in love and emotion. Our range of products are extensively researched and constantly improved, to keep our little ones out of harm’s way, just like mothers do and that’s what we call ‘Science of Motherhood’.”
An award-winning businesswoman, Malika Sadani realised early on that there was a gap in the Indian market for products that mothers could trust. The Moms Co. was launched in March 2017, to address the need for toxin-free and safe products for pre-natal and post-natal consumption, and baby care. In a short span, it has quickly grown to serve more than five lakh customers across 10,000 pin codes through its e-tail platforms and continues to expand its physical presence across five major metros. The Moms Co. aspires to become a Rs. 100 cr. company in the segment over the next 12-18 months. The brand recently announced a funding of USD five million from renowned investors Saama Capital, DSG Consumer Partners and others in a Series B round. The Moms Co. offers an Australia-certified product range with over 30 SKUs across hair, skin, face, pregnancy and baby care, and another 25 expected by the end of 2020.
MUMBAI: The Moms Co. today launched its first-ever nationwide cross-platform digital campaign, ‘Science of Motherhood’, which features a narrative by founder and CEO Malika Sadani, that describes every mom’s struggle when it comes to finding the right products for her baby’s well being and how she can now take matters into her own hands. The campaign has been conceptualized by Spring Marketing Capital and directed by Sohini Dasgupta of Big Momma Productions.
Motherhood can be one emotional rollercoaster, but there is a science to it. The short film builds on this proposition and showcases how all the products of The Moms Co. are made with world-class expertise and a sharp mother’s instinct. The Moms Co. incorporates science into motherhood, by working with researchers from Australia, Switzerland and India to create the best-in-class natural products that are safe for both the mom and the baby.
The Moms Co. founder and CEO Malika Sadani said, “I’ve spent many years interacting with moms and understanding their concerns. Being a mom of two, I empathise with a mom’s journey, her problems and the reluctance to make any compromise when it comes to the safety of her child. To us, motherhood is a science governed by its own codes and rules, but it’s also an experience steeped in love and emotion. Our range of products are extensively researched and constantly improved, to keep our little ones out of harm’s way, just like mothers do and that’s what we call ‘Science of Motherhood’.”
An award-winning businesswoman, Malika Sadani realised early on that there was a gap in the Indian market for products that mothers could trust. The Moms Co. was launched in March 2017, to address the need for toxin-free and safe products for pre-natal and post-natal consumption, and baby care. In a short span, it has quickly grown to serve more than five lakh customers across 10,000 pin codes through its e-tail platforms and continues to expand its physical presence across five major metros. The Moms Co. aspires to become a Rs. 100 cr. company in the segment over the next 12-18 months. The brand recently announced a funding of USD five million from renowned investors Saama Capital, DSG Consumer Partners and others in a Series B round. The Moms Co. offers an Australia-certified product range with over 30 SKUs across hair, skin, face, pregnancy and baby care, and another 25 expected by the end of 2020.
New Delhi: With the vision of offering the best and most relevant ‘insight’ driven digital solutions in India, Hashtag Orange – insights-driven digital solutions agency, today announced unprecedented business growth and expansion for its partner – The Moms Co., a baby and mother care e-commerce brand headquartered out of Gurgaon. Owing to Hashtag Orange’s innovative digital solutions, The Moms Co.’s Google ROI has improved by 100% over the last one year. Further to that, Facebook Revenue for the brand has grown by 350% in the same period with an 80% improvement in ROI.
The company has also expanded in new categories including solutions for Pigmentation, Damaged Hair, Dark Circles and Acne among others in 2019.
The Moms Co.’s online audience has been extremely receptive to the digital communication and creatives from the brand which has led to increased footfall and online engagement growth for the brand in 2019. Hashtag Orange was mandated with paid media marketing and creatives led engagement for the brand and the agency successfully generated & sustained unprecedented awareness, engagement and brand recall for the company in the market.
Speaking on the achievement, Malika Sadani, Founder & CEO of The Moms Co. said, “As we continue to expand our product portfolio and offerings in India, 2019 has proven to be a pivotal year in our journey. Owing to our terrific value proposition, exceptional digital marketing, and innovative creative engagement, we have had incredible revenue growth so far. We will continue to gain momentum in 2020 as we continue our stride towards being a fast-growing 100cr digitally native FMCG.”
Saurabh Kapoor, CEO & co-founder of Hashtag Orange said, “Hashtag Orange is an ‘insight’ driven digital solutions agency that believes in tailored solutions for the myriad needs of clients. The Moms Co. has a very well-defined audience group and we employed focused marketing and creative tools to best engage with the target group. Our strategy is always ‘insight’ driven and the spectacular growth for The Moms Co. in 2019 is a testament to our expertise in the domain.”
Rajat Khullar, Director – Media & Business at Hashtag Orange said, “Hashtag Orange has a strong and seasoned media team that understands & assesses business requirements of our clientele and delivers customized solutions according to the same. Our efforts have been extremely effective for The Moms Co. and our strategy has ensured optimum engagement & brand recall for the company in the market.”
Motherhood is a beautiful journey, one that brings with it many reasons to rejoice and celebrate the most beautiful bond in the world. However, being a mother comes with its own set of challenges like striving to provide the best to your child at every step.
In one such attempt of choosing what is best, I was introduced to the idea of toxin-free natural products during my first pregnancy which happened in the UK. When we returned to India and were looking for similar products, we had to depend on friends and family members living abroad to get us them, which was inconvenient and impractical. On speaking with other mothers, I realised there is a need for natural, safe products, but there weren’t many options.
The Moms Co. was born out of a need to address this problem and to provide natural, non-toxic, effective products that mothers would love to use – right from the beginning of their beautiful journey to every step of the way.
As a mom of two daughters and an entrepreneur, I am always short of time. It’s always like there is so much to do and so little time. What really helps is an incredible support system both at work and at home. Having a set routine for my daughters ensures that I am able to manage my time efficiently. On a typical day, I get my daughters Myraah and Syna ready in the morning and drop them to their stop. We have a board with details of classes they need to go for and a list of ‘what to do if I am bored activities’, which keeps them productively occupied for the times when I am not around. It’s very easy to not find time for home when you are running a startup and there is always so much to do and having routines helps for those times. We always try and be back before they sleep. Reading bedtime stories is a daily routine they have grown up with and really enjoy, we ensure we are around at that time. We also have days allotted to our favourite activities such as dancing, playing board games, Movie time, etc to ensure we find time to spend with the girls. Since my daughters are early sleepers, it gives me time to finish pending tasks and make some calls before going to bed. I also find time to exercise daily, I think it helps me stay energised throughout the day.
I have also learned to prioritise better. Having experienced colleagues and experts on board can help in delegating and taking things off your plate. I try and stick to doing things that need my attention the most and letting the team handle the rest. I also follow the same for home. Since I am mostly in control of my schedule, I ensure no meetings are lined up close to when I need to be at school or need to attend my daughters’ performances. On the other hand, I have also had an investor meeting 3 hours before my daughter’s birthday party! It helps that my daughters are proud of my work and this motivates me to work towards achieving my goals.
At the end of the day, you need to be able to make sure that you’re able to focus on important tasks and developments, be it at work or home. In order to do that, make sure you’re able to use your time efficiently so that your work doesn’t eat into your family time and vice versa. It is important to give your best every day but even more important to feel good every day.
(The author is founder & CEO, The Moms Co. The views expressed are her own and Indiantelevision.com may not subscribe to them)
