SME Times News Bureau | 20 Aug, 2017
Start-ups coming with novel ideas are
not easily accepted seriously and that is a big challenge, said Co-founder of Mama & Peaches, Tanya Ghai in an
exclusive interview with SME Times.
A lot of people in the
beginning were not very encouraging about the idea especially knowing I was
juggling a business and motherhood, Ghai added.
Excerpts of the interview...
Please tell our readers about Mama
& Peaches and its
Tanya Ghai: Mama & Peaches is
at its core, an initiative cum intervention to address the essential needs and
anticipated choices of Mothers-to-be, Mothers, and Babies. The Mama &
Peaches Box is a thoughtfully curated monthly subscription box for mamas and
babies. It is especially tailored and customized to the mamaâs due date or the babyâs
Inspired by the
holistic philosophy of conscious parenting and pure living, the box incorporates
natural, safe, and sustainable choices on the journey of motherhood; a month at
Launched in December
2017, we have come a long way on this challenging yet exciting and fruitful
journey. In a short span of eight months, we have reached Mamas all over India
and have proudly delivered unforgettable experiences across different cities.
From innovative products to engaging campaigns, we have strived to uplift and
encourage our community with a common goal of providing value to our customers
in the form of products, experiences, and educational content.
behind Mama & Peaches
sounds quite novel and innovative. Your views?
Tanya Ghai: The concept is a first
of its kind. While there are many subscription-based boxes in the market, we
cater to a niche community of Mamas. The concept was born when I became a
A mother goes through
a monumental transition in her personal, mental, and physical strength to make
this journey a smooth, exciting and a happy one.
I realized how no one
in the industry was catering to the mother; although, evidently numerous
products focused on the baby alone.
That is why Mama &
Peaches was born. As the name suggests it keeps the Mama in focus. Motherhood
is surely the most strenuous and demanding job on earth and every mother out
there deserves to be rewarded. This is my effort to remind every mom that, she
deserves that reward the most.
What products do you offer and what is your
Tanya Ghai: We try to make safe,
natural, and organic products easily and readily available for the parent
and the child. We endeavor to encourage the mamas to use products that are
chemical free for their babies and themselves. The product mix consists of a
variety of verticals like cosmetics, health & nutrition, apparel, toys, books,
keepsakes, home, lifestyle, and much more.
Our role as
facilitators is to connect the products with the consumer and vice-a-versa. This
is the core motivation and intention behind creating a community of like-minded
individuals and initiatives. Each month the subscribers are introduced to
a varied range of products, brands, and choices giving them enough to
discover from the top picks.
& Peaches you celebrate the fabulous spirit of womanhoodâ¦ please elaborates.
Tanya Ghai: Every box is designed
and curated to celebrate the spirit of women, motherhood, and the beauty of
bringing a new life into the world. We strive to cater to essential and even
unanticipated needs of a mother, with a constant element of surprise in every
box to uplift and celebrate her journey of motherhood.
As a web platform, our
intention is to provide a reliable and engaging online space to add longevity
to these interactions. It is by supporting a larger nexus of meaningful
engagements from the start of the pregnancy and through motherhood that we
intend to grow our community, a month at a time. We have been so fortunate
to engage with our consumers on a regular basis. it has been an overwhelming
experience to be part of their journey from the start and watch them grow with
mention some challenges that start-ups face in India? What is your experience?
Tanya Ghai: There are a lot of
challenges and roadblocks you face as a start up in India. The biggest
challenge I faced was not being taken âseriouslyâ when I started out. I was
trying to make a difference with creating an experience that was more than just
a product. A lot of people in the beginning were not very encouraging about the
idea especially knowing I was juggling a business and motherhood. I faced a lot
of difficulty with sourcing the right products in small batches, hiring the
right talent and building a team that understood our core values and the path I
intended to take. For any start up, everyday brings a new set of challenges in
its wake. Fortunately having had experience in finance and management, I took
each day at a time and kept learning from the experiences.
tell us about your target market and its growth potential in India.
Tanya Ghai: The rise in awareness through
web and social media has given room for a new market just around moms to
thrive. More and more start ups are joining this league with fresh concepts,
products and ideas targeting the âMotherâ specifically. This is a fresh approach to India âs baby
care market, which is expected to post a CAGR of over 15% during 2017-2022,
according to RCNOS, a business consulting services firm. The market for mom and
baby care products is growing because of urbanization, which has led to a rise
in the number of nuclear families with both parents working. As a result, per
capita expenditure on mother and childcare has increased. We predict this is
just the beginning of a new emerging market with a massive scope of growth
opportunities for brands/products that offer unique solutions relevant to
different stages of motherhood.
Our readers would like to know your future plans
Tanya Ghai: Now
that we have built a strong foundation in the subscription business, we are planning
to start our unique gift E-store. The idea is to house a spectrum of products
on our platform that make gifting easy, customized, and perfect at the same
time. We intend to introduce pre-curated packages designed to gift for
occasions such as announcement of pregnancy, baby showers, birth of a child,
1st birthday, and many more such occasions. We will be working in collaboration
with some of our favorite brands like Kama Ayurveda, Sophie La Giraffe, Mama
Earth, and so many more. These hampers will be easy to customize with different
packaging options and delivered on a certain day to surprise the recipient. The
option of handwritten notes as gift messages will further add to the charm,
besides reviving the joy of gifting.
from the traditional online vertical we have also ventured into corporate
gifting and tied up with a few established
start ups and multinationals who want to effectively run employee
appreciation programs and do their bit for women empowerment.