D2C Startup Moms Home Bags Funding From Mistry Ventures To Expand Its Organic Baby Care Range

Jaipur-based sustainability-focussed startup Moms Home recently secured INR 5 Cr in a Pre-Series A funding round led by Mumbai-based VC firm Mistry Ventures. Riding the wave of conscious consumerism in India, IIM alumnus Kumar Vaibhav and Bhupendra Agarwal founded Moms Home Pvt Ltd in 2018. The startup runs two D2C brands — sustainable baby essentials brand Moms Home and sustainable apparel and accessories brand Footprints. Both brands offer products made from sustainable and natural materials like cotton, bamboo and muslin. 

To date, Moms Home and Footprints have served more than 2 Mn consumers across 300 cities in India, said Vaibhav, who has more than 14 years of experience in the sustainable FMCG and ecommerce space. The products of the two brands are available on their own websites as well as marketplaces such as Amazon, Flipkart, Firstcry, Myntra, Nykaa, Amala Earth and Hopscotch. 

The parent company also intends to ramp up its offline presence. 

Vaibhav believes that the fresh funding will not only help Moms Home strengthen its brands in terms of distribution and new product launches but also address various whitespace opportunities the startup is targeting in sustainable categories.

Talking about the partnership with Mistry Ventures, Vaibhav said, “Moms Home team is truly excited in partnering with Mistry Ventures in our journey to expand and build a strong mother and baby brand that is trustworthy, safe and affordable.”

The startup claims to deliver 30K+ orders per month and currently has an ARR (annual run rate) of INR 20 Cr. 

Sustainability In Baby Care and More

Moms Home aims to cover all the needs of a newborn ranging from clothing, bedding, nursing, bathing essentials, feeding, diapers and more. Its products are made using certified organic cotton and other eco-friendly fibres. The brand currently sells over 50,000 baby essentials every month, cofounder Agarwal told Inc42. 

“Moms Home has established a special connection with new parents who start their parental journey with us. Over the last five years, we have earned the trust of more than 5 Lakh mothers who have chosen our products for their little ones,” he added.  

On the other hand, Footprints offers 100% organic cotton and bamboo blended accessories, claimed Vaibhav. The brand sells 300+ SKUs across business formal, kids, sports, and daily wear socks categories. The brand aims to add personalised and designer socks to its range.

Since its inception, Footprints has sold over 2 Mn pairs of socks through its retail partnerships, its own website, and other online platforms, said Vaibhav. 

Talking about the brands, he added, “Sustainability lies at the core of both the brands. It is integrated into every aspect of the production cycle — right from selecting sustainable yarns to dyes and packaging.” 

Agarwal highlighted the revenue that the startup earns from its existing customers as a measure of its success. “Today, 30% of our revenue comes from existing customers and this is proof of our potential. We have been able to build a healthy, robust and sticky customer base,” he added. 

While talking to Inc42 about investing in Moms Home Pvt Ltd, Firoz Mistry from Mistry Ventures said, “Moms Home’s sustainable products are designed to serve the unmet needs of new parents who value safe and organic products for their new born. Its strength lies in its ability to scale with positive unit metrics and create a star product in each category. Both brands have several bestseller products across the leading online marketplaces. With a strong and experienced leadership team in place, we are excited to partner with them in their next phase of growth.”

Mistry Ventures was founded in 2018 by Cyrus Mistry and is led by Ashish Iyer, the firm’s managing director. Mistry Ventures funds startups across various stages to aid their growth and scaling efforts. The venture capital firm has made investments in diverse sectors such as D2C, SaaS, Agritech, among others.

Demand For Organic Babycare Booms 

According to Maximise Market Research, India’s baby care product market was worth $8.29 Bn in 2020 and the total revenue is expected to reach almost $24.27 Bn in 2027, growing at a CAGR of 14.35%. 

The report highlights that parents today prefer organic products for their infants. This preference is driven by an increasing awareness around the importance of safe ingredients in baby products. However, this trend is not confined to urban parents; individuals in smaller cities are also showing a similar inclination. Moreover, there is a noticeable shift in consumer attention from price-based consumption to value-based consumption.

This presents a substantial opportunity for startups like Moms Home, SuperBottoms, Mothercare and Purecloth to expand their product categories to cater to the needs of parents seeking organic and eco-friendly options.

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