Meet Malika Sadani who launched her own startup in search of quality baby care products for her daughters

A banker turned entrepreneur, Malika Sadani is co-founder of The Moms founder and CEO of the company. Which is a leading household brand for toxin-free, natural, and effective products for conscious consumers seeking pre and post-delivery care to The Moms. 

As a company, Malika Sadani has embarked on a mission to help mothers in India and create safe, natural, and effective alternatives for those around the world and their loved ones. Their team works with experts from around the world and even though it is a homegrown brand, all products under The Moms Co. company have Australian certifications.

Malika Dutt Sadani's dream started in June 2016 when she launched her bootstrapped startup Amishi Consumer Technologies Pvt Ltd with Rs 15 lakh. And to the moms in the market with anti-stretch marks creams, breastfeeding, morning sickness, and face and hair care products. had entered the market under the brand name To The Moms. The brand was launched in March 2017. 

The company's first year's turnover was Rs 2 lakh, which became Rs 24 lakh the next year, and then started growing at the rate of 3 times annually. Today, The Moms offers a wide range of products which include skincare products meant for newborns and mothers.

Being the daughter of an army soldier, she has lived in many states of the country. That's why she also recognized the different cultures of the country. She did her 12th-class education at Sophia School, Kota, Rajasthan, and then studied engineering in Pune. 

It was the first time she was alone away from her family. After her graduation, she joined CMS Computers in Delhi as a center manager where she had to convince people to join the center. After a year, she decided to pursue an MBA from the Velingkar Institute of Management, Mumbai. After her MBA, she joined ICICI Bank as Assistant Manager.

In 2008, she married Mohit Sadani, an MBA from IIM Ahmedabad, who worked as a consultant at McKinsey. In December 2010, Malika Dutt Sadani moved to London after one and a half years as her husband Mohit got a job in McKinsey London. Then she was three months pregnant. In 2012, they returned to India with their one-year-old daughter Myra, where Malika remembered the baby care products she used in London. 

Her husband would bring all the essentials for Myra during every foreign trip and would occasionally request friends returning from abroad to buy baby care products like moisturizing lotion, diapers, and wipes from there. But finding all this tiresome,s he had to turn to Indian brands.

When she became pregnant again, her daughter Myra was diagnosed with eczema dermatitis and was advised by the pediatrician to stop using a lotion that had caused the condition. 

A small change had caused so much pain for their baby girl. She had to request friends again to buy products for Myra as her husband Mohit was no longer traveling abroad often. Malika Sadani's second daughter Saina was born with asthma. So they could not use fragrances or allergy products which could become a trigger for asthma. 

During this time Malika Sadani consulted various Facebook groups and discovered many natural products for babies. One key thing that came to her mind while interacting with other moms in a social media group was the lack of skincare options new moms need. And that's how they found The Moms. Then decided to set up a company.

Sadani spent the next two years meeting producers and investors to make it a reality. They looked for suppliers who could help them find ingredients that were free of toxins and in line with global safety standards.

Malika Dutt Sadani along with her husband Mohit Sadani established Amishi Consumer Technologies in June 2016 to brand The Moms. (The Moms Co.) launched in March 2017. Initially, she received Rs 1 crore from Angel Investors and started her entrepreneurial journey.

The company started with founders Malika Sadani, and Mohit Sadani, and just one employee, a scientist who was the brain behind developing toxin-free products. To The Moms. manufacture the products and a third party manufactures the packaged products for consumers, which are then shipped to four warehouses in Mumbai, Bengaluru, Delhi, and Gurugram.

Every product is thoroughly checked for quality. According to Malika Sadani, even her family uses their products as she believes in nothing but the best.

To The Moms. At the company, the products are made free of toxins and without compromise. Products are formulated and tested to ensure they meet every international safety standard – in the US, Canada, Europe, Japan, and Australia. 

The team works with experts from around the world, and today it is India's first Australian certified toxin-free brand certified by Safe Cosmetics Australia – a toxin-free campaign. Safe product variety with Australia allergy certified and dermatologically tested.

“We truly live life when we are driven by a goal that has deep meaning, driven by a dream that deserves fulfillment and driven by a love that needs expression.”

“Everything is created twice, first in the mind and then in reality.”