The Moms Co has raised $8 million from Saama Capital and DSG Consumer Partners, along with angel investors.

Shripad Nadkarni, an early investor in Paper Boat and Epigamia, and Ashutosh Valani and Priyank Shah, founders of Beardo, also participated in the capital raising.

The mom and baby care brand has raised $10 million so far including the latest round.

The Moms Co works with experts across India, Australia and Switzerland to create products that are safe and natural, using ingredients that are globally accepted to be toxin-free.

The brand, with its 30-product portfolio and one million transacting customers, has focused on catering to the mom and baby market — from pregnancy to postpartum and baby care.

“Our focus is mom and her personal care needs… For instance, in our skincare range, we focussed on pigmentation, and in our haircare range, we concentrated on hair fall – both are common postpartum occurrences,” said founder and CEO Malika Sadani, a banker-turned-entrepreneur who founded the brand with husband Mohit Sadan in 2017.

The Covid-19 pandemic has accelerated the adoption of new-age brands with maximum consumption being driven by premium products, health, and wellness, ET had reported earlier.

The Moms Co competes with Johnson & Johnson, Cetaphil, Sebamed, Aveeno and Himalaya across some product categories, as well as Sequoia Capital-backed MamaEarth.

In a few years, The Moms Co has established a niche for natural products and trust, given its early tie-ups with maternity hospitals across the metros.

“Over the last few months, we have seen an accelerated trend of moms re-evaluating their choices when it comes to the personal care products they use. They are searching for natural and safe products,” Sadani said.

The company, which plans to hit Rs 100 crore in sales runrate by March, said it will expand its product range, venture into newer retail formats, and launch the brand internationally over the course of two years.

Today, about 15% of the company’s sales come from gifting combos.