Malika Sadani and Mohit Sadaani built The Moms Co. into one of India's leading mom and baby care brands before its acquisition by Good Glamm Group.
Written by TFN Research Desk | covering startups, technology, venture capital, and business strategy.
Quick-Facts Bio Box
Malika Sadani: MBA, Welingkar Institute of Management, Mumbai; Occupation: Co-founder, The Moms Co. (2016-2023, exited); prior career: ICICI Bank, Financial Institutions Group (The Weekend Leader).
Mohit Sadaani: MBA, IIM Ahmedabad; Occupation: Co-founder, The Moms Co. (2016-2023, exited); now Managing Director at investment firms DeVC and Z47 (formerly Matrix Partners India); prior career: McKinsey & Company, Snapdeal (Founder Thesis).
Sukhleen Aneja: Occupation: Former CEO, Good Brands Co (Good Glamm Group’s D2C division overseeing The Moms Co.), December 2021-April 2024; prior career: Chief Marketing Officer, Reckitt South Asia hygiene portfolio (Inc42).
Table of Contents
- Introduction
- The Moms Co. Story
- Business Model
- How The Moms Co. Makes Money
- Funding History
- Revenue and Recent Challenges
- The Moms Co. vs Competitors
- Current Role and Recent Moves
- Key Takeaways
- FAQs
Introduction
Malika Sadani and her husband Mohit Sadaani founded The Moms Co. in 2016 after struggling to find toxin-free products for their daughters, building it into one of India’s leading mom-and-baby D2C brands. Good Glamm Group, not Honasa Consumer, acquired the company in October 2021 for roughly ₹500 crore, later taking full ownership; Sukhleen Aneja led the brand’s parent division for over two years before departing in 2024.
The Moms Co. Story
While living in London during her first pregnancy, Malika encountered a healthcare culture that emphasized informed choice, and after moving back to India in 2012, she struggled to source safe baby products, eventually noticing her daughter’s eczema was linked to a chemical-laden lotion (Founder Thesis). She and Mohit, a McKinsey consultant turned Snapdeal strategist, incorporated Amishi Consumer Technologies in June 2016 with roughly ₹15 lakh-1 crore in savings and angel funding, launching The Moms Co. in March 2017 with pregnancy-care products first, deliberately choosing a lower-competition niche to build early trust (The Weekend Leader).
Growth was steady rather than explosive: the brand crossed ₹100 crore in run-rate revenue by year four, with certifications like Australia Certified Toxin-Free and Made Safe helping differentiate it in a category built on trust (Ascendants). After evaluating buyout offers from FMCG and pharma majors, the founders sold a majority stake to Good Glamm Group (then MyGlamm) in October 2021 for about ₹500 crore, India’s largest D2C acquisition at the time (Founder Thesis).
Business Model
The Moms Co. operates as a D2C personal-care brand under Good Glamm Group’s “house of brands” structure, alongside MyGlamm, St. Botanica, and Organic Harvest, sharing content, creator, and retail infrastructure across the portfolio (BeautyMatter).
How The Moms Co. Makes Money
Revenue comes from direct sales of pregnancy, baby, and family personal-care products across e-commerce, its own website, and physical retail placements including hospital and maternity clinic partnerships.
Funding History
| Round | Year | Amount | Investors |
|---|---|---|---|
| Angel | 2016 | ₹1.15 crore | Friends and family |
| Series A | 2017 | $1 million | DSG Consumer Partners, Saama Capital |
| Series B | 2020 | $3 million | Undisclosed |
| Majority stake sale | Oct 2021 | ₹500 crore | Good Glamm Group (75% stake) |
| Stake increase | Mar 2023 | Undisclosed | Good Glamm Group (to 90%) |
| Full acquisition | Late 2024 | Undisclosed | Good Glamm Group (remaining stake) |
Revenue and Recent Challenges
The Moms Co. reached a run-rate exceeding ₹500 crore under Good Glamm’s ownership, though the parent group itself faced a difficult stretch, laying off roughly 150 employees over a 12-month period through 2024 amid a broader restructuring while targeting an IPO and profitability by Diwali 2025 (Inc42).
The Moms Co. vs Competitors
| Company | Positioning |
|---|---|
| Mamaearth | Larger, listed rival covering baby and adult personal care |
| Chicco, Himalaya Baby Care | Legacy baby-care brands with strong offline trust |
| Baby Chakra (also Good Glamm-owned) | Content-to-commerce parenting platform |
The Moms Co. competes most directly with Mamaearth in mom-and-baby personal care, though Mamaearth’s much larger scale and public listing give it stronger capital access and brand visibility.
Current Role and Recent Moves
Malika and Mohit Sadaani transitioned to board roles after the 2021 sale and fully exited the company by March 2024 (Founder Thesis). Sukhleen Aneja, who had led Good Glamm’s D2C division including The Moms Co. since December 2021, departed in April 2024 amid the group’s restructuring (Inc42). Mohit now works as an investor at Z47 and DeVC; Malika continues to be associated with the brand’s legacy and mentoring roles in India’s startup ecosystem.
Key Takeaways
- Malika and Mohit Sadaani founded The Moms Co. in 2016 after their own daughters had reactions to chemical-laden baby products.
- Good Glamm Group, not Honasa Consumer, acquired the company in 2021 for roughly ₹500 crore and later took full ownership.
- Both founders had exited board roles entirely by March 2024.
- Sukhleen Aneja led the brand’s parent division for over two years before departing in April 2024 amid group-wide restructuring.
- The brand now competes as part of Good Glamm’s broader house-of-brands strategy against larger listed rival Mamaearth.
FAQs
Who founded The Moms Co.?
Malika Sadani and her husband Mohit Sadaani, in 2016.
Is The Moms Co. owned by Honasa Consumer?
No, it is owned by Good Glamm Group, which acquired it in October 2021.
Are the founders still involved?
No, both Malika and Mohit fully exited board roles by March 2024.
Who is Sukhleen Aneja?
The former CEO of Good Glamm’s D2C division overseeing The Moms Co., who departed in April 2024.
How much funding did The Moms Co. raise before acquisition?
Roughly ₹1.15 crore in angel funding plus $1 million Series A and $3 million Series B rounds.
Who are The Moms Co.’s main competitors?
Mamaearth is its closest direct rival in mom-and-baby personal care.
© The Founder Nation | Written by TFN Research Desk
