Right from the inception, the startup has worked with mothers and has relied on their insights to develop a product line that addresses problems faced by new moms on a daily basis. Commenting on the ideas behind their unique products, Varun Alagh says, “There are certain parenting problems that only mums will understand. Not because they are primary caregivers, but because they experience it firsthand. By bringing Shilpa on board, we’re looking to communicate directly – mum to mum – with our consumers. We also hope to reach out and influence people from her huge fan following.”