Mom Care Brand Mylo Raises $17 Mn To Launch Health Service

Key Highlights:

  • Mylo raised the funds of  $17 Mn from W Health Ventures, ITC Ltd and Endiya Partners.
  • The startup plans to use these funds to scale the brand and community, build new product verticals, and launch digital health solutions for mothers.
  • It started as a community of new and expecting mothers who could track their baby’s development, read content on 500+ topics and ask questions to other mothers about problems they might be facing. 

Mylo, a Delhi-NCR-based startup company, helps mothers track and talk about their pregnancy and baby’s development. To further broaden its position as a one-stop solution for mother and baby care, Mylo has raised $17 Mn in its Series B funding round. It was led by W Health Ventures, ITC Ltd and Endiya Partners. Innovate Capital, Riverwalk Holdings and Alteria Capital also participated in the round. To date, the company has raised $24 Mn.

The startup plans to use these funds to scale the brand and community, build new product verticals, and launch digital health solutions for mothers.

Mylo, Launched by Vinit Garg in 2018, started as a community of new and expecting mothers who could track their baby’s development, read content on 500+ topics and ask questions to other mothers about problems they might be facing. In 2021, it forayed into the personal care segment, offering 100+ stock-keeping units (SKUs) of Ayurveda products and daily essentials, which were developed in-house and fed into the community feedback process. Mylo has sold over seven lakh units, shipping to over 16K pin codes in India via an online presence on major marketplaces to date.

The startup now plans to enter the healthcare services segment with a vision to create a one-stop solution for mother and baby care. Some of the services have already been tested, including consultations with gynaecologists and paediatricians, weight loss and PCOS packages, and hospital recommendations for delivery/IVF procedures.

However, Mylo is still mulling over the name of the new vertical, Vinit Garg told

in an interview with a news agency. 

As Garg explains, the company’s offerings have been reached by its community of 4 million users with little marketing. Now, the startup plans to develop its brand identity, scale its community and product verticals, and launch digital health solutions for mothers.

Why is there a Need for a Mother & Baby Care Community?

There are many challenges faced by an expecting mother, including the lack of authentic information, experience sharing by other moms and moral support from other mothers.

Instagram, Facebook, and Reddit are the most common places to find information and conversation today, but they don’t provide the one-on-one space where mothers can talk openly without restrictions or hindrances.

In India, the mom and baby segment is worth $5 Bn. However, penetration in the category is only 15%. This is why many startups have ventured into the content-to-commerce space in this segment. Recent additions to MyGlamm Group’s content-to-commerce portfolio include Naiyya Saggi’s BabyChakra. ITC, Mylo’s new investor, also supports Mother Sparsh, a baby and mother care brand. At the same time, the Mommy Network is a prominent community of expecting mothers.SHEROES supports Babygogo’s women’s community network, while several content pieces are available on D2C platforms like Tinystep, BabyBerry, Firstcry, BabyOye and HopScotch, among others.

Mylo’s Playbook:

Currently, mothers are required to navigate several platforms for shopping for themselves and their toddlers, to engage in meaningful conversations with other mothers and experts about mood swings, breastfeeding, diets and nutrition, and to access professional services related to pregnancy.

Mylo targets to address this gap by creating a super app for mothers and baby care. The Mylo family consists of D2C brands Mylo Care, Mylo Veda and Mylo Essentials.

Moreover, its pregnancy and baby companion social community counts more than 4 million users and is growing at a rate of 300,000 users a month. Women can find on it conceiving, pregnancy, and parenting guides for other mothers. Mylo pregnancy and parenting is available on the web and as a mobile app for Android and iOS devices.

All sorts of advice are given by Mylo’s community of mothers, from baby names to nutrition for a healthy baby, from pregnancy yoga to understanding the pregnancy (conception to postpartum) journey, from discussing PCOS or postpartum depression to knowing when the baby will start crawling. One can ask questions that one can’t wait to ask the doctor and get answered by a community of experienced mothers.

Mylo’s app provides an ovulation tracker, a due date tracker, a baby growth tracker, a contraction timer, guides on pregnancy scans and tests, creating a budget for the baby’s delivery, charting horoscopes and other astrological aspects of a baby’s birth etc.

The Future Road:

Mylo’s platform is currently available in English and Hindi, and it plans to add more languages to spread its reach. It also plans to market the product through social media channels and onboard influencers. The brand even plans to add toddler-specific products.

As compared to other D2C brands, Mylo already has a community of users who trust the brand, and who help us refine our products.

 

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