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Lending Elegance To That Bump

Momzjoy is a two-year- old startup that has found its own niche in the market for maternity wear and is growing by leaps and bounds

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Momzjoy is known by the tagline: ‘Own your confidence’, which is precisely what the online store for fashionable nursing and maternity wear, strives to do. Founded by Divya Gupta and Kriti Baveja in 2015, aspires to empower expecting and new mothers with confidence in themselves and the way they look.

Offline, creates fashionable, functional and comfortable clothes for all body types, especially for women who have to flaunt their “bumps”.  “We got thinking about Momzjoy when we met a friend, an expectant mother at a common friend’s party. She was anguished for she was not able to find the right clothes to wear. This really gave her self-esteem a blow,” chorus Momzjoy founders Divya Gupta and Kriti Baveja. Gupta is the CEO of the venture.

They got thinking and realised that pregnancy was hugely underrated in India. They surveyed more than 200 expecting mothers and doctors and found that they had trouble finding functional clothes that were both fashionable and comfortable. “We realised 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 ‘Make in India’ maternity and nursing fashion brand,,” say Gupta and Baveja.

Momzjoy creates pregnancy wear with discreet and easy breast-feeding accesses so mothers may use them post-pregnancy too. It uses breathable fabrics that are soft, durable and stretchable. The pregnancy and maternity wear are handcrafted at Momzjoy’s in-house manufacturing units and are entirely indigenous. The e-commerce store offers cash-on-delivery, easy returns and free shipping. The special garments are also available at Flipkart, Amazon and First Cry.

Within two years of its launch, Momzjoy has over 10,000 customers including celebrities like Soha Ali Khan. The company has a high converting website traffic of over 30,000 expecting and new mothers every month. It is closing the financial year 2017-18 with a revenue of over Rs 2 crore and so far has 24 employees on its rolls. Momzjoy has a highly engaged social media community of 50k plus new and expecting mothers and reaches nearly half a million expecting mothers every month. The company won the Angel Summit Pitch Competition in New Delhi in 2016.

“Our long term goal is to empower over a million expecting and new mothers through the power of fashion,” say the founders. In that endeavour, Momzjoy now intends to go offline too. In the first phase, Momzjoy intends to expand its product range and set up exclusive Momzjoy stores across India, making it a one-stop fashion destination for moms-to-be and new moms.

In the second phase of expansion Momzjoy intends to take its offline presence overseas. “We will also be focussing on export of our products for high revenue generation. In the second phase, we will be working on global offline presence,” say the founders.

Growth potential: 10k customers and growing website traffic, and plans to go offline too.