Mumkin supplies a wide range of health goods, utility items, and nutritional meals for pregnant women, new moms, and newborns. The startup, located in Baroda, currently clocks a turnover of one crore rupees. It was founded by Shubhra Ruparel, a former IBM India employee.
Baroda-based Mumkin’s goal is to pamper expecting and new moms with a comprehensive collection of handpicked items based on thorough research and conversations with mothers and pregnant women.
Mumkin founder Shubhra Ruparel says, “The love that a mother has for her kid is the purest form of love that exists. Given how great a mother is, I wanted to design something to make sure the mumma is taken care of and pampered.”
Shubhra, a computer engineer with an MBA, had always wanted to do something for women. Shubhras says she built Mumkin as she wanted to empower and care for women.
She chose to create customized care products for expecting and new moms after conducting significant study.
Shubhra explains, “Just as their moms would take care of them. Because many women live away from their mother or mother-in-law, they are sometimes unsure about what to do, what to eat, and all the age-old family recipes. So here is where we come in.” The firm offers a wide selection of items to meet the requirements of pregnant women, new moms, and newborns.
Maternity pillows, water bottles, exercise books, ultrasound frames, and milestone cards are available for pregnant women.
Mumkin provides nursing scarves, breastfeeding beginning kits, healing bath bombs, breastfeeding pads, nursing butter, ring sling baby carriers, and food products that promote good lactation to new moms. Organic cotton jhablas, azo-free printed mulmul swaddles, cot canopies, napkins, first impression packages, mustard seed pillows, and crawling cushions are all part of the newborn collection.
Mumkin also sells self-care basics, oils, nutrition items, and “healthy snacking options” created with the help of experts and “time-tested” recipes. According to the firm, its food items are free of refined sugar, additives, preservatives, artificial flavors and colors, and maida.
“Oats makhana laddoos, calcium cookies, rose pistachio bars, rose gold mukhwas, nursing tea, super seed mix, and melties are some of our most popular snacks,” adds Shubhra, who formerly worked at IBM India. The firm sells its items on its website and on Instagram. It ships across India and internationally.
Mumkin’s products can be purchased separately or as part of a subscription-based curated care box that is tailored to the customer’s specific requirements. The curated boxes are priced between Rs 3,000 and Rs 15,000 and cater to various stages—from pregnancy to the baby’s first birthday.
“Our items have been well received in the United States, the United Kingdom, and Canada, where such cotton toys and pure mulmul garments are uncommon. Everyone in the world adores our baby Ganesha soft toy,” explains Shubhra.
Mumkin also provides written affirmation cards and meditation moments (audio recordings) tailored to the demands of the trimester, which have been prepared by the company’s mental health specialist. Mumkin, in addition to goods, conducts events and programs for moms, as well as online wellness sessions for women with mental health professionals.
Mumkin was created in 2019 as a result of thorough study and interviews with women from all around the country to learn about their adventures and experiences.
Shubhra was surprised to find that it is essentially the same for all religions. She says, “Their experiences, meals they should eat, and different ideologies were all extremely similar.”
‘Mumkin’ is a combination of the words’mums,”munchkins,’ and ‘kin’ (referring to the mother’s close relatives).
Shubhra also enrolled in prenatal classes to better understand what pregnant women went through so she could create items for them. She collaborated with a panel of female professionals, including gynecologists, pregnancy experts, a nutritionist, a mental wellness counsellor, and a child development expert, to curate the customized boxes. To source its products, the firm has partnered with suppliers and manufacturers, food processing facilities, and female entrepreneurs.
Shubhra says, her customers are not only getting safe care, but are also supporting tiny, women-owned businesses.
She sees her company as a “wonderful platform” where women professionals and mompreneurs can collaborate to build a “trustworthy network of sisterhood” for pregnant women and moms.
According to the company, it has sold over 15,000 goods thus far. This fiscal year, the venture hopes to generate between Rs 7 crore and Rs 10 crore in income. It currently clocks a turnover of one crore rupees.