Mumkin wants to pamper moms and their munchkins with selected products

Baroda-based Mumkin wants to pamper expectant and new mothers with a comprehensive range of curated products born from extensive research and interviews with expectant mothers and mothers.

“The love between a mother and her child is the purest form of love that has ever existed. Considering how amazing of a mom she is, I wanted to do something to make sure mom is taken care of and pampered,” says Shubhra Ruparel, founder of Mumkin.

Shubhra, a computer engineer with an MBA, had always wanted to do something for women. “My drive to uplift and nurture women founded the premise for Mumkin,” she says. After extensive research, she decided to develop curated care products for moms-to-be and new moms to make them feel cared for.

“Just like their mothers would (care) for them,” says Shubhra. “Many women live far from their mother or mother-in-law; so sometimes they have no idea what to do, what to eat and all the old generational recipes. So this is where we step in.”

Products and services

The startup has a wide range of products that meet the needs of pregnant women, new mothers, and babies.

For pregnant women, there are maternity pillows, water bottles, activity books, ultrasound frames, and milestone cards. For new moms, Mumkin offers nursing scarves, breastfeeding starter kits, healing bath bombs, nursing pads, nursing butter, baby slings and food products that support healthy breastfeeding.

The children’s range includes organic cotton you speakazo-free printed mulmul swaddling blankets, crib covers, napkins, first impression kits, mustard seed pillows and crawling cushions.

Apart from these, Mumkin offers personal care essentials, oils, nutrition products and “healthy snack alternatives” made under the guidance of nutritionists, using “time-tested” recipes. The company says its food products are free of added refined sugar, additives, preservatives, artificial flavors and colors, and maida. “Some of our favorite snacks include oatmeal makhana laddooscalcium cookies, pink pistachio bars, rose gold mukhwasnursing tea, super seed mix and melties,” says Shubhra, who had previously worked at IBM India.

The startup sells products through its website and Instagram. It delivers across India and abroad as well.

Mumkin products can be purchased individually or as a subscription-based box of curated care, customized to one’s needs. The selected boxes are tailored to different stages, from pregnancy to the baby’s first birthday, and are priced between Rs 3,000 and Rs 15,000.

“Our products have been highly appreciated in the US, UK and Canada because it is rare to find cotton toys or pure mulmul clothing there. Our baby Ganesha plush toy is especially loved by everyone abroad,” says Shubhra.

Mumkin also offers written affirmation cards and meditation moments (audio recordings) as needed for the quarter, developed by the company’s mental wellness expert.

In addition to products, Mumkin also hosts events and programs for moms and online wellness sessions for women with mental wellness experts.

How it all began

Mumkin was born in 2019 after extensive research and interviewing women across the country to learn about their travels and experiences.

“To my surprise, I discovered that it is more or less the same in all religions. Their experiences, the foods they should have, and various beliefs were very relatable,” says the entrepreneur.

‘Mumkin’ is a portmanteau of the words ‘mums’, ‘munchkins’ and ‘kin’ (referring to the mother’s close and dear ones).

Shubhra also signed up for prenatal classes to understand what pregnant women go through so she could come up with products relevant to them. “The exercises they follow, their diet, myths and facts…Every little detail was considered,” she says.

She partnered with a panel of expert women, including gynecologists, pregnancy experts, a nutritionist, a mental wellness counselor and a child development expert, under whose direction the special boxes were selected.

How Mumkin Operates

The startup has partnered with suppliers and manufacturers, food processing units, and female entrepreneurs to source its products.

“When you buy from us, you not only receive safe hands care, but you also support small women-owned businesses,” says Shubhra.

She sees her startup as a “beautiful platform” where professional women and entrepreneurial moms come together to create a “trusted network of sisterhood” for pregnant women and moms.

The company says it has sold more than 15,000 products so far. The self-funded company is targeting a revenue of Rs 7 crore to Rs 10 crore this fiscal year. His current income is Rs 1 crore.

growth prospects

The mother and baby care category has become a thriving segment in India with new categories and products launched regularly. The market for these products in the country is expected to grow by $26.35 billion, with a CAGR of 11% during 2020-2025, according to a Technavio report.

The company wants to have a presence in offline retail stores for mothers and babies. It also plans to increase its global presence as overseas consumers “value products curated by Indian women, which come with a touch of our culture and tradition,” according to the businesswoman.

Over the next five years, Mumkin aspires to expand her force of female entrepreneurs and collaborate with more female-led small businesses across the country to build a strong army of ‘Mumkin Minions.’

The startup also plans to build a community that supports women in the stages of motherhood, helping them find the right doctor in their city, providing guidance on nutrition, and supporting their mental health and general well-being.

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