Malika Dutt Sadani is one such mother who turned a personal challenge into a transformative business idea, aka, The Moms Co.
In the world of parenting, every mother knows the lengths she’ll go to provide the best for her child. Her journey from a concerned parent to the founder of a leading toxin-free skincare brand—The Moms Co.—is nothing short of inspiring.
It all began with a simple need: Malika couldn’t find a moisturizer that was gentle and safe enough for her daughter’s delicate skin. Frustrated by the lack of natural, toxin-free products, she reached out to over 200 mothers. The results were eye-opening. The market was flooded with products laden with harmful chemicals, and many mothers were in the same boat, longing for a truly natural solution. Instead of waiting for the market to change, Malika took matters into her own hands.
In 2016, Malika made a bold decision. Leaving behind a thriving career in finance, she teamed up with her husband and launched The Moms Co. Their vision was clear: to offer moms and babies safe, natural, and effective products that they could trust without hesitation. But this wasn’t just about creating products—it was about building a relationship. Malika spent countless hours speaking with those same 200 moms to better understand their needs. From ingredients and price points to desired benefits, these conversations shaped every step of The Moms Co.’s development.
By March 2017, the company introduced its first natural prenatal care kit. This initial range—featuring products like body wash, body butter, body oil, and foot cream—focused on easing the discomforts of pregnancy. Within months, The Moms Co. had built a loyal customer base. Influencers and celebrities began to organically endorse the brand, drawn to its authentic commitment to purity and safety. By the end of its first year, The Moms Co. was already serving thousands of families.
The momentum didn’t go unnoticed. Venture capitalists, intrigued by the brand’s rapid growth and trustworthiness, extended a $1 million investment. With these resources, Malika and her team refined their digital strategy, running targeted campaigns on Facebook and Google. These efforts paid off handsomely, with the customer base expanding to 15,000 and repeat purchases soaring to over 40%.
While the online channel was thriving, Malika recognized a key gap. A significant percentage of her customers were located in Tier 2 and Tier 3 cities, where offline retail still dominated. In response, she embarked on a major strategic shift: taking the brand offline. By opening 100 stores in 2018, The Moms Co. reached a broader audience and significantly boosted revenues to Rs 7.6 crore.
This move also showcased The Moms Co.’s commitment to quality and transparency. The brand set itself apart by ensuring every product met stringent international standards. Each formulation underwent rigorous testing against international toxicity databases and multiple rounds of safety and stability checks. Certifications from respected bodies like the FDA and Safe Cosmetics Australia further cemented the brand’s reputation.
As demand continued to grow, The Moms Co. steadily expanded its offline footprint. By 2020, it was present in over 250 stores, helping the company achieve an impressive Rs 22.3 crore in annual turnover. Beyond revenue, Malika’s brand had cultivated something priceless: trust. Moms across India relied on The Moms Co. for safe, toxin-free products for themselves and their children.
By 2021, the company was in 1,500+ stores and had reached Rs 150 crore in revenue—a remarkable feat in just 4.5 years. This success didn’t just position The Moms Co. as a leader in its niche; it also attracted the attention of industry giants. The Good Glamm Group, building a powerhouse portfolio of skincare brands, saw The Moms Co. as the perfect addition. In a landmark deal, they acquired the company for a staggering Rs 500 crore.
Despite the acquisition, Malika’s commitment to her original mission remains steadfast. The Moms Co. continues to innovate and expand, delivering on its promise of providing toxin-free, safe products for moms and babies. Today, it stands not just as a brand, but as a symbol of what a determined individual can achieve when driven by love, purpose, and the desire to make a difference.
Malika Dutt Sadani’s journey is an inspiring reminder that the best businesses often arise from personal challenges. By listening to her own instincts and the voices of countless mothers, she created a brand that not only thrives financially but also profoundly impacts the lives of families across India.
