Momzjoy.com - Empowering Moms Through Comfortable Fashion

Momzjoy is a make in India maternity and nursing fashion brand founded in November 2015 by Kriti Baveja and Divya Gupta. The startup has a mission to empower new and expecting mothers and make them feel beautiful, confident, and happy.

The startup creates thoughtfully designed fashionable, comfortable, yet functional maternity and nursing clothes in fine quality breathable fabrics.

All Momzjoy products are designed to have long term usability and fit and flatter before, during, and after pregnancy.

About Founders

Momzjoy is founded by two women entrepreneurs and childhood friends - Kriti Baveja and Divya Gupta.

Kriti is a computer science engineer and a self-taught professional photographer who before co-founding Momzjoy.com in 2015 worked for 4 years as an analyst in Accenture and S&P Capital IQ.

Divya is also a Computer Science Engineer and holds a Masters in Management degree from Imperial College London and worked at American Express and Okaya before taking a plunge and working full-time on Momzjoy.com.

Both are strong believers of “You are only confined by the walls you build yourself” and are working towards empowering a million Indian mothers and make them feel confident and beautiful through Momzjoy.com.

Sujata Sangwan Interacts With Momzjoy's Founders And Spoke to Them

Inspirational Idea

We (Kriti & Divya - Founders) got thinking about Momzjoy when we met a friend, an expectant mother at a common friend’s party. She had expressed anguish over being unable to find the right clothes to wear to occasions.This really gave her self-esteem a blow. It got us thinking how pregnancy is so underrated in India and how it deserves much more importance.

In fact, A 2015 research (conducted by Nielson on behalf of Marico Ltd ) of more than 2000 + expecting Indian mothers found expecting mothers to be as anxious about breastfeeding as their attractiveness during and post pregnancy. We also surveyed over 200 + expecting mothers and doctors only to find them troubled about finding the right mix of fashionable yet comfortable and functional clothes because of problems of fit, size, and long term usability.

Many a time they had to get their old clothes altered and search clothes from stores that might not accommodate their growing curves, and in the process settle for less fashionable and less usable designs. Not only did it take a hit on their confidence, but left them feeling tired and frustrated.

We realized how we could use the power of fashion and move a step towards resolving all these worries and took the plunge to start our very own maternity and nursing fashion brand Momzjoy.com that creates fashionable yet comfortable and functional clothes that promote effortless breastfeeding.

After all motherhood is the most significant phase in a woman's life and creating life takes courage and courage is meant to be celebrated and embraced.

USP'S & Products Offered

We have a wide variety of products ranging from Indian wear to Western wear that includes - maternity & nursing evening wear, maternity & nursing work wear, maternity & nursing tops, maternity & nursing dresses, maternity skirts, maternity stoles, maternity cover-ups etc.

1) Innovative Designs - Innovatively designed to adapt with the growing curves of mothers for maximum comfort and style.

2) Easy Nursing Access for Effortless Breastfeeding - Hidden accesses, easy lift ups, buttons and cuts to ensure effortless breastfeeding to help expecting mothers-to-be transition comfortably to motherhood & nursing.

3) Fits and Flatters Before, During, and After Pregnancy - Thoughtful silhouettes, detailing and cuts to ensure all clothes fit and look fashionable during and post pregnancy and solve problem of fit and long term usability. So each of our products can be worn with utmost ease post pregnancy as well.

4) Breathable High Quality Fabric - High quality soft, breathable, stretchable, durable fabrics used for maximum comfort for the mother and the baby.

5) Handcrafted in in-house Manufacturing Unit in India - We take pride in being a "Make in India" brand - from the raw materials used to our extensive in-house manufacturing, everything is indigenous. We have our own unit where we thoughtfully manufacture and curate high quality Momzjoy.com products. Through Momzjoy we envision at empowering individuals not only expecting and new mothers but even our employees - our tailors and masters who are the real backbone of our business. That is also why we decided to make sure our products were completely ‘Make in India’ – a step towards creating employment opportunities within India.

6) Doorstep Delivery, Easy Returns, Cash on Delivery, and Free Shipping all over India - Momzjoy's portal went live in Mid-November 2015. Currently available on its own e-commerce store Momzjoy.com and other e-commerce stores like Flipkart, Amazon, Firstcry, Snapdeal etc.

Challenges Faced

Kriti - Coming from a non-business family background, being a computer science engineer and then leaving my lucrative job to start up a maternity fashion brand was initially a big step for my family to accept . But they understood the concept and inspiration of my startup and have been a 100% supportive.

Divya – Being married and balancing home and a full time startup was challenging at first, but my family has been supportive throughout.

Thirdly, we wouldn’t term it as a challenge, but setting up our own manufacturing unit from scratch has been a great experience with its own new and exciting learning experiences. But we both don’t look at any challenges as problems, and we understand these are faced in every new business and we are no different. Each one of these are but stepping stones to reach our goal of empowering millions of moms and new moms. That certainly is one of our biggest strength.

Revenue Generation & Traction Details

Currently Bootstrapped, Momzjoy's portal went live in Mid-November 2015. Momzjoy's products are available on its own e-commerce store Momzjoy.com and other e-commerce stores like Flipkart, Amazon, Firstcry, Snapdeal etc.

Momzjoy delivers pan India and has made customers happy in more than 22 states and 52 cities across India. Other modes of revenue generation which we are working on include - having an omni-channel approach and placing our products in brick and mortar retail stores and exporting our make in India products overseas.

In a short span Momzjoy has received great reviews on its products from its customers, award winning parenting bloggers, YourStory, yo!success, Inc42 etc. The popularity of Momzjoy can be gauged by the fact that even before its launch, Momzjoy started receiving orders and in the first month itself, crossed over 200 orders.

Market Size

The maternity products market has emerged as one of the most lucrative markets in India over a period of time and according to research and consultancy firm RNCOS, it is estimated to grow with a CAGR of around 17 percent, till 2017. Out of the 51 births that take place in India every minute, even if 20% are assumed to be women belonging to Tier 1 and Tier 2 cities, the market is as big as Rs. 2,500 crores.