Two friends Divya Gupta and Kriti Baveja got to thinking
about Momzjoy when they met a friend, an
expectant mother, at a common friend’s party. She was upset as she
was unable to find the right clothes to wear to occasions and that really gave
her a blow to her self-confidence.
It
got us thinking how pregnancy is so underrated though it deserved so much more
importance, says Divya, who, along with
Kriti, thus started online maternity and nursing fashion brand Momzjoy. The
brand has a mission to create fashionable yet comfortable functional clothes
for new mums and to-be-mums. The portal went live in November 2015.
THE STARTUP
Both 26, the co-founder duo of this brand are computer
science engineers and childhood friends. The team went ahead and conducted a research
covering over 100 would-be-mothers and doctors only to find the need to have
fashionable yet comfortable and functional maternity clothes. Leaving their
lucrative jobs behind, the founders startedMomzjoy.com.
“A 2015 research of expecting Indian
mothers found them to be as anxious about breastfeeding as their attractiveness
during and post- pregnancy. Also, several studies prove the effect of
clothes on self-confidence and self-love. We realised how we could use the
power of fashion to solve these problems by creating the right kind
of trendy, fashionable yet comfortable maternity wear with easy nursing access
and how this would be a step towards resolving these worries,” says Kriti.
FITS DURING AND POST PREGNANCY
All Momzjoy maternity and nursing
clothes have been thoughtfully designed to fit through all the stages of
pregnancy providing long-term usability. Many designs have concealed nursing
access to promote feeding in privacy and comfort. Made in soft breathable
fabric, Momzjoy maternity and nursing collection is a must have for effortless
styling every season.
MAKE IN INDIA
The founders of Momzjoy take pride in
handcrafting their entire collection in India – from the raw materials
used to the extensive in-house manufacturing, everything is indigenous. Designed
to provide maximum comfort with clean cuts and an option to use them even after
pregnancy, the clothes are styled to fit comfortably to accommodate the
physical changes during this crucial time.
The startup offers doorstep delivery, easy returns,
cash on delivery and free shipping. Apart from shipping pan India, it also
sells on market places such as Firstcry, Snapdeal, Amazon, and Flipkart.
MARKET
SIZE
The
maternity products market has emerged as one of the most lucrative markets in
India over a period of time and according to research and consultancy firm
RNCOS, it is estimated to grow with a CAGR of around 17 percent, till 2017. The
popularity of the maternity line can be gauged by the fact that even before
their launch, Momzjoy started receiving orders before its official online
launch.
Website: www.momzjoy.com
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