Malika Sadani co-founded The Moms Co. in 2016, building one of India's leading toxin-free personal care brands for mothers, babies, and families before its acquisition by The Good Glamm Group.
From banker to entrepreneur, explore Malika Datt Sadani’s journey of building The Moms Co. and redefining clean beauty for mothers, babies, and families across India.
Written by TFN Research Desk | covering startups, technology, venture capital, and business strategy.
Table of Contents
- Who is Malika Sadani?
- Early Life and Education
- Career Before The Moms Co.
- How The Moms Co. Started
- Funding History
- Revenue Growth and Recent Challenges
- Public Recognition
- The Moms Co. vs Competitors
- Investor Perspective
- Founder Timeline
- Key Takeaways
- FAQs
- Sources
Who is Malika Sadani?
Malika Datt Sadani co-founded The Moms Co. in 2016 with her husband, Mohit Sadaani, building a toxin-free personal care brand for mothers and babies after struggling to find safe products for her own daughters. A banker turned entrepreneur, she grew the brand into one of India’s leading clean-beauty D2C companies before The Good Glamm Group acquired a majority stake in 2021.
Early Life and Education
Sadani grew up as an army officer’s daughter, moving across India frequently; her father, a Major General, emphasised discipline and independence. She completed Class 12 at Sofia School, Kota, then pursued engineering in Pune before joining CMS Computers in Delhi as a Centre Manager. She later earned an MBA from the Welingkar Institute of Management, Mumbai.
Career Before The Moms Co.
After her MBA, Sadani joined ICICI Bank’s Financial Institutions Group as an Assistant Manager. In 2010, five months pregnant, she quit her job when her husband Mohit, a McKinsey consultant, was transferred to London. Navigating pregnancy and parenting abroad without family support exposed her to a healthcare culture that emphasised research and informed choice over prescriptive advice, an approach that stuck with both of them. Back in India, her daughter developed a persistent skin reaction that doctors initially misdiagnosed; a pediatrician eventually traced it to poor moisturisation, prompting Sadani to research ingredient safety and discover how few globally safe, allergen-free products existed in the Indian market.
How The Moms Co. Started
Sadani and her husband launched Amishi Consumer Technologies in June 2016 with Rs 15 lakh in bootstrapped capital, bringing the brand to market as The Moms Co. with an anti-stretch-marks cream, breastfeeding and morning-sickness products, and face and hair care items for new mothers. Early growth was slow, Rs 2 lakh in year one, but tripled the following year as word-of-mouth and mom-focused Facebook communities built trust. The couple personally called early customers to gather feedback, and their first brand film featured Sadani and her daughters shot at home, a hands-on approach to building credibility in a category with no dominant Indian player at the time.
Funding History
| Round | Year | Amount | Lead Investor(s) |
| Series A | 2017 | $1 million | DSG Consumer Partners, Saama Capital |
| Series B/C | 2019-2021 | $10 million (later round) | DSG Consumer Partners, Saama Capital |
| Acquisition | Oct 2021 | $67 million | The Good Glamm Group |
The Moms Co. raised $15.3 million across 6 rounds, per Tracxn, before The Good Glamm Group acquired the company for $67 million in October 2021. By March 2023, Good Glamm held a 90% stake as the founders exited, and the brand was fully absorbed into the Good Glamm portfolio by 2024.
Revenue Growth and Recent Challenges
| Fiscal Year | Revenue | Net Loss |
| FY22 | ~Rs 53 crore | Not publicly disclosed |
| FY23 | Rs 73.5 crore | Rs 64 crore |
Why this happened: Revenue grew 38% in FY23 even as net loss jumped 60% to Rs 64 crore, reflecting heavier marketing and integration costs under Good Glamm’s ownership as the brand pushed to scale distribution beyond its original mom-and-baby niche into broader skincare and haircare categories.
Public Recognition
Sadani has been recognised with the Times SheUnltd Entrepreneur award and had The Moms Co. products honoured at the Cosmopolitan Beauty Awards and Mother & Baby Awards. She has spoken at the World Women’s Economic Forum, the Entrepreneur Startup Summit, and SheLeadsTech, and shared the brand’s founding story on the Founder Thesis podcast.
The Moms Co. vs Competitors
| Brand | Founded | Latest Revenue | Positioning |
| The Moms Co. | 2016 | Rs 73.5 crore (FY23) | Toxin-free mom, baby, and family personal care |
| Mamaearth (Honasa) | 2016 | Rs 2,391.9 crore (FY26, group) | Broader toxin-free BPC platform, publicly listed |
| Pilgrim | 2019 | Not publicly disclosed | Ayurveda and K-beauty-inspired skincare, faster-growing |
The Moms Co. remains a niche mom-and-baby specialist relative to Mamaearth’s much larger, publicly listed, multi-category platform, a scale gap that widened further after Good Glamm’s acquisition redirected strategic priority across its broader brand portfolio.
Investor Perspective
Sadani’s qualification came from lived necessity rather than a market study: a genuine product gap she experienced as a mother, paired with prior banking discipline in ICICI’s Financial Institutions Group. Her strengths included early, authentic community-building through direct customer engagement and a first-mover position in India’s clean-beauty category for mothers and babies. The main risk that materialised was competitive: better-funded, broader-category rivals like Mamaearth scaled faster and eventually dwarfed The Moms Co., leading to its 2021 acquisition and 2023 founder exit. Under Good Glamm’s ownership, the brand’s future now depends on integration execution rather than founder-led growth.
Founder Timeline
- 2010 — Quits ICICI Bank job, moves to London while pregnant
- 2012 — Daughter’s skin reaction sparks research into toxin-free products
- 2016 — Co-founds The Moms Co. (Amishi Consumer Technologies) with Rs 15 lakh
- 2017 — Raises first institutional round, $1 million, from DSG and Saama
- 2018 — Launches baby care range
- 2021 — Good Glamm Group acquires the company for $67 million
- 2023 — Good Glamm reaches 90% stake as founders exit
- 2024 — The Moms Co. fully integrated into Good Glamm’s portfolio
Key Takeaways
- A misdiagnosed skin reaction in Sadani’s daughter became the direct catalyst for a company built on ingredient transparency.
- Bootstrapping with just Rs 15 lakh and growing through personal customer relationships built early trust in a category with no trusted Indian brand.
- Early institutional backing from DSG and Saama came within months of launch, reflecting quick investor confidence in the founding story.
- Losing ground to a faster-scaling, broader-category rival like Mamaearth ultimately led to acquisition rather than independent scale.
- Founder exit in 2023, two years after acquisition, shows how even a well-loved niche brand can lose strategic priority inside a larger portfolio.
FAQs
Who founded The Moms Co.?
Malika Datt Sadani and her husband, Mohit Sadaani, in 2016.
What did Sadani do before The Moms Co.?
Worked at ICICI Bank’s Financial Institutions Group after completing her MBA at Welingkar Institute of Management, Mumbai.
Who acquired The Moms Co.?
The Good Glamm Group, in October 2021, for $67 million.
Is The Moms Co. still run by its founders?
No, the founders exited as Good Glamm’s stake rose to 90% by March 2023, and the brand was fully integrated into Good Glamm’s portfolio by 2024.
How much funding did The Moms Co. raise?
$15.3 million across 6 rounds, per Tracxn, primarily from DSG Consumer Partners and Saama Capital.
Sources
- Malika Datt Sadani & The Moms Co: A Founder’s Journey Fueled by Motherhood — Founder Thesis
- Business of Caring – Malika Datt Sadani — The Weekend Leader
- The Moms Co – 2026 Company Profile, Funding & Financials — Tracxn
- How a personal journey to find the right products led to The Moms Co — YourStory
- I became an entrepreneur because of my daughters: Malika Sadani — SME Futures
© The Founder Nation | All rights reserved | Written by TFN Research Desk
