Moms Home, a Jaipur-based sustainability-focused startup, has recently secured INR 5 Crores in a Pre-Series A funding round led by Mumbai-based VC firm Mistry Ventures. Founded in 2018 by IIM alumni Kumar Vaibhav and Bhupendra Agarwal, Moms Home Pvt Ltd is riding the wave of conscious consumerism in India. The startup operates two direct-to-consumer (D2C) brands – Moms Home, specializing in sustainable baby essentials, and Footprints, a sustainable apparel and accessories brand. Both brands pride themselves on offering products crafted from eco-friendly materials like cotton, bamboo, and muslin.
So far, Moms Home and Footprints have reached out to more than 2 million consumers across 300 cities in India, as reported by Vaibhav, a seasoned professional with over 14 years of experience in the sustainable FMCG and e-commerce sector. The products from these two brands are not only available on their official websites but also on leading marketplaces such as Amazon, Flipkart, Firstcry, Myntra, Nykaa, Amala Earth, and Hopscotch.
The parent company also plans to enhance its physical presence in brick-and-mortar locations.
Vaibhav is confident that the recent injection of funds will not only empower Moms Home to enhance the presence of its brands through improved distribution and new product introductions but also enable the startup to explore untapped opportunities in sustainable categories.
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Talking about the partnership with Mistry Ventures, Vaibhav said, “Moms Home team is truly excited in partnering with Mistry Ventures in our journey to expand and build a strong mother and baby brand that is trustworthy, safe and affordable.”
The startup asserts that it fulfills over 30,000 orders each month and presently boasts an Annual Run Rate (ARR) of INR 20 Crores.
Moms Home aims to cover all the needs of a newborn, offering a diverse range of essentials such as clothing, bedding, nursing supplies, bathing essentials, feeding items, diapers, and more. The brand’s products are crafted from certified organic cotton and other environmentally friendly fibers. According to co-founder Agarwal, the brand currently sells more than 50,000 baby essentials each month.
“Moms Home has established a special connection with new parents who start their parental journey with us. Over the last five years, we have earned the trust of more than 5 Lakh mothers who have chosen our products for their little ones,” he added.
On the other hand, Footprint offers a range of accessories meticulously crafted from a combination of 100% organic cotton and bamboo, as highlighted by Vaibhav. The brand boasts an extensive selection of over 300 Stock Keeping Units (SKUs), spanning diverse sock categories such as business formal, kids, sports, and daily wear. In its ongoing pursuit of innovation, Footprint aims to enhance its product line by introducing personalized and designer socks.
Vaibhav stated that since its establishment, Footprints has successfully distributed more than 2 million pairs of socks through various channels, including retail partnerships, the brand’s official website, and other online platforms.
Talking about the brands, he added, “Sustainability lies at the core of both the brands. It is integrated into every aspect of the production cycle — right from selecting sustainable yarns to dyes and packaging.”
Agarwal emphasized the success of the startup by pointing out the revenue generated from its current customer base.
“Today, 30% of our revenue comes from existing customers and this is proof of our potential. We have been able to build a healthy, robust and sticky customer base,” he added.
Discussing the investment in Moms Home Pvt Ltd, Firoz Mistry of Mistry Ventures expressed, “Moms Home’s sustainable products are designed to serve the unmet needs of new parents who value safe and organic products for their new born. Its strength lies in its ability to scale with positive unit metrics and create a star product in each category. Both brands have several bestseller products across the leading online marketplaces. With a strong and experienced leadership team in place, we are excited to partner with them in their next phase of growth.”
Established in 2018 by Cyrus Mistry, Mistry Ventures is currently headed by Ashish Iyer, serving as the firm’s managing director. The venture capital firm actively supports startups at different stages of their development, contributing to their growth and scaling endeavors. Mistry Ventures has strategically invested in a range of sectors including Direct-to-Consumer (D2C), Software as a Service (SaaS), Agritech, and more.
As per Maximise Market Research, the market value of baby care products in India amounted to $8.29 billion in the year 2020. Projections indicate that the total revenue is anticipated to surge to nearly $24.27 billion by 2027, exhibiting a compound annual growth rate (CAGR) of 14.35%.
The report underscores that today’s parents have a preference for organic products for their infants. This choice is influenced by a heightened awareness of the importance of safe ingredients in baby products. Interestingly, this trend extends beyond urban parents, with individuals in smaller cities also displaying a similar inclination. Furthermore, there is a noticeable shift in consumer attention from price-based consumption to value-based consumption.
This offers a significant opportunity for startups such as Moms Home, SuperBottoms, Mothercare, and Purecloth to broaden their product ranges and address the demands of parents in search of organic and eco-friendly alternatives.
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