Eco-Conscious Mom Has Started A Cloth Diaper Brand, Kinder Mum
Mansi Modi, a mother and an entrepreneur, founded Kinder Mum when she couldn’t discern any brand that provided sustainable cloth diapering solutions for her son.
Idea of sustainability
Holding a Masters degree in Computer Application, the working mom has seven years of experience as an application developer, working at top-notch companies like Wipro, Vodafone in India and Germany, and A1 Telecom in Vienna.
In 2016, post childbirth she quit the corporate life to be with her baby. Mansi’s conscious parenthood instincts kicked in, now often seen with new-gen parents. As she was looking out for cloth diapers she noticed that there were multitude of hurdles because of which these diapers were not so popular in India; high cost of cloth diapers as compared to the disposable ones, unavailability of a good quality cloth diaper, and the available cloth diapers being quite bulky at the crotch.
Reluctant to give up, Mansi first entered the industry as a reseller of cloth diapers. This was to understand how the market works, its necessity, and the customers response to this product. She considered that what could work for her son will not necessarily be the same for other babies. Post gaining complete knowledge and the in-and-out of the baby diapering market, she launched her own label — Kinder Mum, the baby cloth diaper brand, in 2018.
About the baby cloth diaper brand
Sustainable diapering mission led Kinder Mum is headquartered in Mumbai. They have a third party manufacturing unit in the city, along with two other units in Tirupur. The production of separate items like the stitching of flats, swaddles is done by a group of women in Kandivali, Mumbai. Kinder Mum provides their manufacturer and production partners the designs, print, and fabrics, which are sourced from cities like Ludhiana, Tirupur, Coimbatore.
Offering 12 SKUs, the brand has sold more than 50k products to 35k+ customers, pan India. Their accessories range start from Rs. 50, whereas their diaper starts from Rs. 600. Apart from their own website, the products are listed on more than 15 e-commerce portals. To expand their product reach, Kinder Mum stocked their products at offline retail stores too.
Its all in the product
Kinder Mum cloth diapers ensure leakage-proof and rash-free solutions. The three-layered inserts of the diapers made of complete organic breathable cotton fabric guarantee comfort and prevent rashes on babies sensitive skin. One diaper lasts for about two years, even when used on alternate days, and they are not pull-up pants but resizable one-sized diapers. The outer material is capable of withstanding multiple washes, however, customers should buy the inserts after a specific time period has elapsed. As for being handy, these diapers are portable for outings because Kinder Mum also makes leak-proof wet bags that carry diapers.
“Cloth diapers save almost 75% cost for households when compared to the disposable diapers. Washing and then reusing these cloth diapers is not at all difficult, plus. it is sustainable solution to a necessity.”
About the market
The brand targets parents having children of age 0-4 years. They manufacture diapers and have training pants that consist of padded cotton and muslin underpants.
“Generally, working parents are a bit hesitant to opt for cloth diapers. But once they start using, they wouldn’t find it all that difficult. The idea is not for parents to switch to these completely. But using cloth diapers instead of disposable ones can significantly, and most definitely reduce the carbon print if possible.”
USP of Kinder Mum is its premium cloth diapers. The founder reveals that first-time buyers from their website can opt for a return option. Although the return rate is close to nil, one can avail the feature of return and refund, within a month, if a child faces any issue.
“We provide exceptional customer service when parents try to reach and contact us. We are happy to help them because we try to encourage cloth diapering among the parents. Any one who wishes to start with cloth diapering can look to our brand because our price is competitive.”
Modi feels overwhelmed whenever she receives valuable feedback from a parent saying that the diaper worked amazing for their kid and they have switched to cloth diapers because of Kinder Mum. Likewise, recalling her first customer Kanchan, the founder says,
“I can still recall my first customer, Kanchan, who ordered our brand’s Nano AIO diapers for her child. She loved it so much that she still recommends us to other parents looking for cloth diapers for their baby.”
Mansi juggles between the roles of a daughter-in-law, a wife, a mother, and an entrepreneur, which naturally gets difficult. But she doesn’t regret the decision of quitting her job, because as a mompreneur she can prioritize her son in any situation.
Dealing with vendors, the mom founder had to face many gender inequality issues. She ultimately had to get her husband involved in those part of operational dealings, not wanting to compromise the business. He, now oversees the procurement and negotiation of raw materials and fabrics for Kinder Mum. Mansi considers him as the unofficial co-founder as he has been of great support and help to the business.
The Boss Mom shares her thoughts for not only mompreneurs, but to all who share the dream of entrepreneurship,
“From my experience, if you have an idea then work on it and do not look for perfection instantly. Begin with a concept, then learn and improve along the journey. So, not just for monetary success but do what makes you happy, and that will contribute to a good night’s rest!”